Localization vs Translation: Key Differences Explained by a Translator
Unfortunately, translation alone is not sufficient to bridge language barriers. Successful global communication involves much more than translation. The way I see it, there can be no good localization without a good translation, and a good translation is useless if it doesn’t come with great localization.
Wait, a translator saying translation is not enough?
That’s right. Let’s see what else is there.
Translation vs. Localization: Main Differences
The Specialized Process of Translation
A simple Google search will tell you that translation involves converting text from one language (the source language) to another (the target language). But there’s much more involved in this process. It’s about conveying the same message and maintaining its original essence while considering linguistic nuances.
This task requires a skilled translator who takes care of the text, making sure each word communicates what was intended in the original document. To put it simply, imagine having an Italian recipe for pasta carbonara but needing it translated into English so others can enjoy making it too. The translator ensures that “guanciale” gets accurately translated as “Italian cured pork cheek”, keeping flavors intact across borders.
But does knowing how to make authentic Carbonara ensure success in opening an Italian restaurant in Japan? That’s where localization comes into play.
Understanding the nuances between translation and localization is vital in our interconnected world. Translation is a linguistically focused process that transfers text from one language to another while preserving its essence. Want to be part of that process yourself? Check out my guide to become a translator. On the other hand, localization dives deeper – it tailors content for specific markets by considering cultural, functional, and linguistic aspects unique to them.
Localization – Beyond Translation
The scope of work goes beyond simple words when localizing content for specific audiences or markets. Localization involves adapting the message to a specific market’s cultural, functional, and linguistic requirements. It takes into account local idioms, humor styles, social norms, legal regulations – even popular payment methods. Remember our restaurant in Japan? Localization would consider things like seating arrangements or menu items preferred by Japanese customers.
Localization Enhances Customer Experience
A quality customer experience is the cornerstone of any successful business, and this rings true for businesses operating across borders as well. In order to create that vital connection with foreign market customers, understanding their unique cultural context becomes crucial.
Localization efforts help achieve this by adapting content according to local languages, customs, preferences, and norms. Whether we’re talking website translation or mobile apps adaptation – everything needs to be made relatable for the target audience effectively.
For instance, measurement units like length measurements would need adjusting based on regional usage (like feet vs meters), while phone numbers must adhere to local formats – all these minute details can make the difference between a frustrated client and one that feels at home.
The Role of Localization in Revenue Generation
Not only localization enhances customer experience, it also opens up new revenue streams for brands seeking international expansion. The reason? Tailored marketing messages make brands more appealing than competitors who decide to save on translation and end up with machine translation or low-quality professionals.
A survey uncovered that 75% of shoppers are more likely to buy something if the data is accessible in their native language and never or rarely buy from English-only websites. So, by catering marketing content to specific languages and cultural contexts of target markets, brands can effectively increase their chances for sales conversions.
The localization strategy always includes translation, but it doesn’t stop there; successful localization involves understanding local regulations, popular payment methods, and even leveraging local influencers or channels that resonate with the target market’s demographic.
The Intricacies of Website Localization
Research shows that users are more likely to stay on a webpage if it’s in their native language.
To put it simply, localization helps brands overcome local misunderstandings by tailoring content specific for each region or country they’re targeting. This means taking into account things like dialects, idioms, popular payment methods used locally (not forgetting currency conversion.), text size preferences based on culture norms as well as adhering to local regulations.
This can be compared with planning a vacation; you wouldn’t pack the same items for a beach holiday as you would for hiking trip – similarly, when catering your website content language for different markets you need adjustments too.
A case study from Nintendo demonstrates how powerful this strategy can be: when launching its video games globally they took time not just translating but also modifying characters’ names and dialogues according to regional cultures thus achieving massive success. Remember Zelda? Yep. That’s right – one game translated into multiple languages wasn’t enough; each version was localized individually giving players around the world an immersive experience which felt ‘right at home’. And no one knows it better than a translator – nothing beats feeling at home.
The Team Behind Effective Localization
When it comes to the success of localization efforts, a diverse and talented team is crucial. This squad consists not only of linguists but also local marketers and consultants who play key roles in shaping culturally adapted content.
Role of Professional Linguists in Localization
Linguists are like cultural detectives; they decode languages while maintaining the essence of the original message’s cultural context. Their expertise lies in translating content accurately, ensuring that every nuance is understood by the target audience effectively.
A professional linguist translates with an understanding that goes beyond words on a page. They appreciate idiomatic expressions, dialect variations, humor styles – all these aspects can significantly impact how translated text is perceived by its readers.
This specialized skill set ensures your brand’s global marketing strategy hits home for everyone regardless of their native language or geographical location. A localized message will always resonate more powerfully than one simply translated without considering local nuances.
Local Marketers and Consultants – The Pillars Supporting Global Brands
Beyond translation services offered by linguists exists another integral part: local marketers and consultants! They understand target markets’ specifics, helping brands diversify geographically while respecting each region’s unique customs and regulations. In fact, 73% of consumers prefer products marketed in their own language showing just how important this role really is.
- Audience insights:
- Local marketers possess deep knowledge about the local audience, its preferences and pain points. They can guide the translation team to craft content that strikes a chord with locals.
- Their understanding of popular payment methods, text size preferences, or even favorite colors in different regions helps shape an engaging user experience on mobile apps or websites. This significantly contributes to effective localization strategies.
Building a successful localization team takes more than just translators; it also needs local marketers, consultants and possibly other figures. These experts ensure a brand’s content resonates with audiences worldwide, thanks to their deep understanding of cultural nuances and market specifics. They help create engaging user experiences that hit home for everyone, regardless of language or location.
Localization vs translation: Frequently Asked Questions
What’s the difference between translation and localization?
In short – Translation changes text from one language to another. Localization goes further, tweaking content to resonate with specific markets culturally and contextually.
What is the difference between translation service and localization service?
A translation service converts text across languages. A localization service does that plus adapts it for local cultural norms, idioms, conventions – making your message truly hit home.
What is an example of localization translation?
An ad slogan translated word-for-word might make no sense in a different culture. With localized translation, it gets tweaked so its humor or impact isn’t lost on foreign audiences.
What is localization in translation theory?
In translation theory, localization means adapting content beyond simple words, taking into account cultural nuances to ensure a product or message fits into new markets.
To sum it up
Localization is not a buzzword, but the key to truly engaging with a global audience. It goes beyond standard translation by considering cultural nuances and regional expectations.
That’s why translators can’t be the only professionals working on a localization campaign – local marketers and other experts such as DTPers, local SEOs and at times voice over artists are just as important.
The differences between localization and translation are vast but they work together in harmony. One converts text while the other adapts it for a specific market, so it’s impossible for translators to deliver a great translation without adopting their own localization process.