Dec 30, 2018
When you launch a new business, you find it very easy to use your native language and to target the audience from your city. But, once your business starts to develop, you will immediately understand that you need localization to make sure that you transmit the right message to different types of audience. Therefore, you start facing localization challenges for which you need to find a solution if you want to succeed.
What is global localization?
If we just look at the term, global localization is a mix between globalization and localization. The best localization companies in the world describe this term as a company’s ability to distribute a product globally but personalizing it to a certain point so that it fits on the local market as well. People react very well when they see a product description translated into their local language. Moreover, if you think of the international brands, they manage to keep their top position by taking particular celebrations from one country and adapting it to their international brand. So, this is what global localization is all about.
Top 5 Localization Challenges That Translators Face
- Using market specific terminology
Whenever one of the biggest translation companies in the world takes on a new localization project, their biggest challenge is adapting to the specific market terminology. Even though they have translators proficient in all the possible languages of this world, this is sometimes not enough. The best way to overcome this challenge is to always choose translators living in the country where you want to launch the product. On the other hand, if you don’t find a local translator, then regular visits to the country and mingling with local people will be of great help to understand the local language.
- Measuring the translation quality
International localization means much more than just translating the product’s descriptions and marketing campaigns. The localization strategy in companies includes first a testing period. Based on the results obtained after the test campaign, you might need to reconsider some translations and even remove others. What is more, even though the mistakes have been corrected, translators should permanently research on local expressions and adjust their texts accordingly.
- Improper research
Even though we are talking about a global product, this doesn’t mean that it will be successful in each country it will be launched. Therefore, a deep research is necessary. You need to determine who is your target audience, what are their top interests, and what needs they need to be fulfilled. This means that you need a proper communication with the business owner and receive this information from his side.
- Not enough communication
Most business owners are too busy in developing their business and prefer to use email communication to talk to their translators. However, even though it is easier to communicate via email, translators need to understand the business’ vision, strategy, and target audience. Then, based on their experience and own research, they will be able to adapt the business message to the local audience.
- Glossary of terms
Localization will bring the expected results if the message is transmitted in the right way and to the right people. As each community is different and has different expectations, translators need to find the common language to meet their expectations. Therefore, creating a glossary of terms and phrases can make the difference during the localization process. However, to be able to develop a proper glossary of terms, translators need to actively communicate with the business owners and understand their needs and expectations.
Localization is an essential process when you want to expand your business. However, this is not an easy process. It needs a lot of research and active communication with translators and localization teams. What is more, localization requires as a first step to understand who is the target audience and how the product is going to help them.
