When it comes to marketing a business to international audiences, brands that are new to international marketing initially lean towards two types of services: translation and localisation. But what makes them different? And which service is best for your business?
Translation is the communication of the meaning of a source-language text by means of an equivalent target-language text whereas localisation is the process of linguistically and culturally adapting content to a specific country or region.
As translation is changing text from one language to another, this service is best used for documents of a general, legal, technical or financial nature. For example, the translation of a legal document or technical user manual. These categories may seem generic but they do need linguists to have a certain level of expertise. That’s why it’s always best to choose linguists based on their specialism who have a deep knowledge of your sector.
When it comes to localisation, you’re more likely to use this service as it requires a little nuance, adaptive flair and usually has a strong technical component to it. This service is typically used for the adaptation of websites, apps and video games – content that’s created to establish connections with people.
Regardless of whether you’re using translation or localisation services, both should be processed using translation software that incorporates useful tools, such as translation memories and glossaries, in order to increase efficiencies and reduce ongoing costs.
Website translation
From product descriptions and editorial content to brand messaging and images, website localisation is a multifaceted process as you’ll be adapting different content elements of your website.
You’ll also need to consider cultural sensitivity when localising your content which takes linguist, cultural, religious and political considerations into account. International SEO will also play an important role in ensuring your localised website ranks well on search engines that your international customers use the most in their locale.
App localisation
Similar to website localisation, the cultural and linguistic needs of your user base are as important as the technical elements of your app – all without compromising functionality in each market. This is essential for retail brands launching their eCommerce app in a new market.
In addition, internationalisation (the support of cultural, regional and language-related preferences) should be a fundamental element of your app development process long before the localisation even begins.
Want more information about eCommerce localisation with examples of how some of the worlds top retail and Travel brands have used them? We partnered with Econsultancy on a research report identifying localisation opportunities and challenges with a panel of eight leading brand marketers.
You can download the report for free below.
