Language is the basis of communication, and the first step to localizing your content is translating the text accurately into the target language. Sometimes, translation alone is sufficient for straightforward texts, like product descriptions, catalogs, annual reports, and legal disclaimers. When it’s time to localize your next project, put your trust in the localization service provider trusted by Bethesda, Square Enix, and Avalanche Studios.
The Three Elements of Transcreation
Translation is converting text from one language to another while maintaining its meaning. Language accuracy is its main focus; it’s used for technical or instructional texts like user manuals, legal documents, and product information. Internationalization (i18n) is the process of designing, developing, or preparing software so that it can be localized. Internationalization can occur from the earliest stages of the product development cycle, or retroactively if the decision is later made to localize something that’s already been built.
differences between translation and localization
A well-adapted pun or cultural reference that the audience understands and relates to can make a marketing campaign far more effective. A flexible UI/UX design that supports multilingual options enhances the user experience for global audiences. This also simplifies the translation and localization process for linguists working on your app or website. Smartling’s specialized translation services and advanced translation management system help businesses streamline translation and localization processes while managing global content at scale.
Localization doesn’t always involve two different languages
When you localize your product, you are relocating it to a new country or region. You want your audience to feel like your document or product is made for them. When the product is localized to meet their needs, they’ll have a positive experience with your product. As with British and American English, native speakers of these languages can spot immediately which version of the language you are using. These language differences can make a big impact on the acceptance of your product or service.
Why are translation and localization key to effective marketing?
Check the infographic below to see what’s covered by localization and what applies to both translation and localization. As you can see, the distinction between translation and localization is sometimes blurry. In other words, translation is an integral part of the localization process. But first, let us get clarity on the fundamental differences of localization vs translation. Deciding between translation and localization isn’t one-size-fits-all. If you’re entering a new market, localization is often the best bet for building cultural relevance and user trust. Aqueduct Translations landing page localization would have a more far-reaching impact on your website. It might modify the tone of your content and change certain idioms or expressions to take cultural differences into account. Visual elements such as buttons might also need changing or expanding to accommodate different word and phrase lengths in other languages. There may even be some technological changes to make the site easier for international visitors to navigate.
ways the right tech can improve your localization strategy
- Brand slogans, advertising copy and other wordsmithed, nuanced content requires more than conventional translation to deliver the same impact in other languages.
- The same source material localized for two different audiences may seem like near-unrelated pieces of media, depending on how similar or dissimilar their cultures are.
- If you simply need words converted from one language to another, translation is the answer.
- Localization is the process of adapting a piece of media to fit a specific cultural context.
- This bold move earned it both attention and trust from consumers, particularly younger users tired of traditional telecom giants.
- A localized onboarding experience, for example, improves product adoption rates and shortens the time to value.
Adapting content for global markets requires more than simple translation from one language to another. Successful international brands understand the importance of localization—adapting content to resonate with different cultures, preferences, and expectations. If your audience speaks the same language and shares similar cultural values, translation may be enough.
Translation & Localization Services for Multilingual Websites
How Translation and Localization Work Together to Create a Successful Experience for the Customer
Machine translations work well as a starting point when converting text from one language to another, but should never provide the final copy. It’s always best to get a human involved, even if you’re merely translating without the need for localization. Simply put, translation converts written words from one language into another. While marketing translation should never be a literal conversion, the primary goal is to convey the exact same idea in the target language as accurately as possible—not necessarily as impactfully. Localization and translation are also key for multilingual website SEO, as people are more likely to search for something in their own language. It demands deep knowledge of grammar, syntax, terminology, and subject matter. Legal, medical, and technical texts often rely on specialist translators who understand industry-specific language. To learn more about how we help hundreds of top brands like Cisco, Canva, and Microsoft reach their global audience, contact us anytime. In fact, English is losing its dominance as the default language of the internet worldwide.
The Growing Importance of Multilingual SEO
As Apple expanded into new markets like Japan, they could have easily done a word-for-word translation of the American ad spots. Recently, the social platform Reddit expanded internationally by localizing its entire website into multiple languages. All Reddit pages, communities, and forums were translated into 13 languages, with more to come. To create a fully immersive experience, Spotify also made changes to their recommendation engine to allow for localized music suggestions. Users could learn what was popular in certain cities or regions around the country. Translation is indeed part of localization, but so much more is required for content to become authentic and locally accepted.
American English Google Help Center:
MotionPoint’s translators are professional linguists, subject-matter experts, and brand mavens that can help you achieve the best balance of translation approaches. Localization is more specialized and complex than regular translation. Although translation is important in a global marketing strategy, you need more than translated content to become a vital player in the local, foreign markets.
Best AI translation software for 2025: 10 leading solutions compared
It includes adapting various elements like images, layout, and even the functionality of a product or service to suit the preferences of a specific target market. This makes localization a multidisciplinary effort that involves not just translators but also marketers, designers, and engineers. The complexity of localization makes it a subject of interest in academic circles, where scholars examine how cultural, social, and even political factors can influence the localization process. Coca-Cola Chinese marketing strategy helped them conquer a market previously dominated by beverages like green tea, which are perceived as healthy. For example in some cultures, orange shows mourning and loss while red indicates danger. Before launching a marketing campaign in the new target market, it is essential to do thorough research and ensure the colors you use are in sync with your message and not likely to cause offense.