What is localization, and how does it help your business grow in an emerging market?


What is language localization? 

 

Language localization is a process that addresses linguistic issues and cultural and non-textual components of a service or product to adapt to a new country or new locality. The language localization process involves translation and cultural adaptation. Localization is commonly denoted as "L10N", signifying L followed by ten letters and ending with N.


Localization can be different for different geographic regions speaking the same language. For example, the localization of a document in the German language for Germany, Austria, Belgium, and Switzerland can be different because they speak different dialects of German with different sets of idioms.

 

The localization can be enhanced by using local words for standard terms, inserting culture-specific references, expressions and nuances, and writing dates in the local format.

 

How localization is different from translation:

The translation is the process of adapting a message, and localization is the process of adapting an experience. Translation involves grammar and spelling issues, and localization addresses non-textual components like graphics, date and time format, currency symbols, and cultural details.

 

Why localization? 

 

Localization is required when one wants to communicate and connect with global audiences, boost sales, make the website more accessible, and run market campaigns. Successful global companies localize their websites and products to reach broader audiences and boost sales. Marketing campaigns are crucial to registering the market presence and increasing business opportunities. 

 

Who needs localization?  


Companies strategizing to expand their business on a global platform need localization, and Websites trying to reach a global audience also need localization. 


Most popular languages localized from English: 

French is the most popular language localized from English in 2021 and 2022. French is followed by Italian, German, Spanish, and Portuguese. 

 

Benefits of language localization:


  1. Improves understanding: When the product and service details are available in the customer's language, it enhances the customer's knowledge and helps make an educated decision. This will eventually lead to a happier customer. 

  2. Decrease barriers to entering a new market: Language localization removes language and cultural obstacles and allows assimilation into a new market. Market adaptation of a product and service is necessary to increase the brand image and reach. Localization can even reduce brand-building time.  

  3. Expand customer base: The present era is of online marketing and sales. Most of the products we need are available online. Increased use of laptops and mobile phones resulted in increased online selling. However, it did not increase the customer base. Website localization is mandatory to expand your online business and customer base. 

  4. Avoid offending customers: Websites and product details translation can sometimes be funny and nonsensical. This may offend existing and potential customers. To avoid this, here comes the need for accurate localization of content. 

  5. Sales number improves and revenue increases: Content localization also helps increase sales. Thorough knowledge of a product or service in the native language will increase sales. Increased sales will ultimately result in a revenue increase.

  6. Gives competitive advantage: Global customers are more attracted to the websites and products in their native languages. Effective website localization is required to compete with local brands, and localized websites help you stay away from the competition. 

  7. Improve brand loyalty: A satisfying user experience helps in retaining loyal customers. Communicating with users in their native language and tailor-made products gives a delightful experience to customers. 

  8. More success in advertising campaigns: Video viewers and application users will spend more time watching advertisements if they are in their native languages. This extended advertisement watching will also enhance the monetization performance of websites and applications.

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