Language Localisation
Language localisation is a procedure for adapting your messaging or product, to suit a new market. It is the process of translation to suit a particular country, culture or demographic. That is to say, localisation addresses and adapts for perceived differences in the market.
For example, imagine an Australian, a Brit, and an American are all WhatsApping about the upcoming football season, and they decide they need new shoes to go out and dominate in their next game.
They all come to the same eCommerce site that sells sports gear. The American looks for “soccer cleats” and finds a pair he likes. The Brit and the Aussie look for “football boots” but don’t find any and instead, head to another website.
Uh-oh.
Language localization plays a crucial role in eCommerce. Not only are you going to have to change the name of some products, but your advertising and marketing campaigns as well. While in America you may say, “DOMINATE THE FIELD WITH XX CLEATS!” for your UK campaign you would say, “DOMINATE THE PITCH WITH XX BOOTS!”. In the UK, you might have a St. George’s Day promotion, whereas in the U.S. you may have a big Independence Day blowout.
In order to connect and build trust with consumers around the globe, you’re going to want to make sure you’re speaking their language. That involves more than just vocabulary, but also terms, colloquial phrases, various phrasal verbs, and even puns. By localising your language, you’re more likely to form a lasting relationship with all your global customers.
Who needs language localisation?
Companies that want to break into new markets need to understand the use and purpose of language services. The objective of localisation is to bridge differences between your product and the new market. Ideally, companies would like it to seem that their product was created for this new market. Above all, it’s important to offset any potential cultural and/or racial bias.
These days, software and website localisation are among the most popular forms of localisation. Language is also going to affect keyword research and site optimization across the various versions of your website. It can’t just be a one-size-fits-all cookie-cutter approach.
Localisation vs. Translation
It’s important to understand the distinction between the language localisation and translation.
Translation means changing your content from your original (source) language into a different (target) language. However, localisation is a more nuanced process and takes into consideration culture, ethics and societal norms.
To convert user manuals, medical files, research documents and scientific projects to a new market, you need professional translation. Your translated document should be both precise and concise. Most importantly, good translation communicates your message to your target audience without deviating from, or omitting any aspect of, the original meaning.
Localisation, on the other hand, is much more than changing the vocabulary. It adjusts your message to suit the local audience, in a way that they can relate to.
For example, language localisation means you might provide distinct content for England, Scotland and Wales! They are all British and share the same official language, but it doesn’t mean they speak the same language! Remember, your potential customers may share an official language, but will have local dialects and vernacular that are distinct. Certainly, a serious firm must consider this in their business and marketing strategies.
Why should you localise your language?
To make your website product more accessible
You want to increase your reach to a broader audience and boost sales. Successful multinational firms like Coca-cola, KFC and Apple know the importance of language localisation. This is why they localise all their websites for domestic information.
To boost your App audience
Language localisation is essential for digital products like applications. For instance, a successful app is easy to use, fast to learn and speaks to users in an accessible, modern vernacular.
Boost software sales
Software localisation means adjusting and adapting all text, interface, menus and graphics to suit the local target market. If you want to sell more, users need to understand how your product works; and you need to understand how your customers relate to the product.
Target Marketing campaigns
Your brand identity is crucial to establishing a market presence. That is to say, you must ‘speak’ to your audience globally, in the same voice. Therefore, establishing a consistent style, tone and character to your messaging can only be achieved with effective localisation.
In conclusion, language localisation touches all aspects of customer and buying behaviours. Therefore, it is part of an essential process for companies wishing to expand their market.
