Translation, localization, and transcreation are three of the most important ingredients to a connected, diverse, and developing world. As you probably already know, translation is the conversion of a source document to another language. On the other hand, localization incorporates language and culture together to reach people from all over the globe. In localization, the products and services will appeal to the target market’s preferences, trends, and needs. Finally, transcreation is a combination of linguistics, culture, and marketing. Aside from knowledge about a language and a culture, it is also about recalibrating products and services for consumers and understanding sales techniques that appeal to them.
What is the localization strategy?
Companies use this strategy to study the consumer profile: their purchasing habits, their behavior, and the cultural considerations. To venture into a foreign market, the products must be made into something that the consumers can relate to. More than the product/service itself, the brand would also need to establish how it will create a better life for the consumer. There are three components to the localization strategy:
- Cultural norms: these are the standards, expectations, and morals that people live by. They are long established patterns of behavior embedded in society. These norms have been passed down from generation to generation and yes, these are critical considerations for a company wanting to engage in their market.
- Web marketing: with technology, purchasing is not only confined in a physical market, it can also be done online. It may be through the computer or through a phone. Search engine optimization will allow the company to build, improve, and maintain its online presence.
- Purchasing preferences: the payment options available in the country should be considered as this will give them access to the product/service. For instance, some people might prefer credit cards, or cash, or even online banking.
What is the difference between translation and localization?
Translation is reworking one source document into a target language in such a way that it maintains the original document’s message and it is understandable to the audience/readers. Meanwhile, localization involves modifying content tailored to a country’s culture – a form of communication between the company and the consumers. There are three main differences between these two: first, translation solves language barriers while localization bridges cultural diversities. Second, translation is impartial when it comes to cultural differences. Recognizing all races and cultures is a great way of globalizing a brand. Last but not the least, translation is a technical skill that can be used for different fields of study such as science, finance, and law. Localization and translation compliment each other and together, they can provide greater opportunities for consumers and sellers.
What is transcreation?
Transcreation is translation and creation combined because the translated text is created into something more appropriate, acceptable, and appealing to the target market. It is quite a tedious task but it is immensely useful in growing a business. Translators, native speakers, and creative copywriters collaborate in order to advertise the brand to a global market. For instance, transcreation is needed to effectively use idioms, humor, and taglines. According to Common Sense Advisory, 30% of the language service providers offer transcreation as a service. A good transcreator has experience in copywriting in the native language. It would also help if the transcreator is well-versed in customs, culture, and trends. This service can be expensive but it pays for itself in the long run. It is a wise investment for globalizing industries.
Localization and CAT software
As mentioned in our previous blog posts, Computer-Assisted Translation (CAT) tools are programs used by translators to become more productive and efficient. A crucial feature of a CAT tool is its memory. SDL Trados, MemoQ, and Memsource are some of the CAT tools with this translation memory feature. Not only does it store repeated translations, it also ensures that the terms are consistent throughout projects. CAT Tools also enables translators to collaborate with one another or with companies seeking such services. It is especially important in localization because there are differences in locations and time zones. CAT tools can synchronize and optimize information and files to lessen misunderstandings and to facilitate communication.
In summary, translation, localization, and transcreation are indispensable and cost-efficient ways of reaching a global audience. The brand becomes a household name in the foreign market. It can generate jobs, increase revenue, and improve standards of living. There is a lot to explore in technology, marketing, and culture – it is up to people to use it to for the greater good.
- Localization Tools: 8 Tools Your Team Needs to Run Effectively
- 5 Ways CAT Tools Add Value to Your Localization Project
- What Is A Localization Tool?
- What is Transcreation?
- What is Transcreation and When Should You Use it?
- 3 Differences between Translation and Localization You Must Know
- What is Localization Strategy?