What Is Localization?
International expansion is a natural next step for businesses on the rise. But to capture new markets, a good communication strategy is key. While English has become the global language of business, only 18.8% of the world’s population speaks English, with just 5.1% of people worldwide being native speakers. That’s why it’s important to reach out to potential customers in new markets in their own language.
You might think that growing internationally is just a matter of translating your existing business content. However, you would be wrong. Beyond language, you also need to consider the specificities of each market to win new customers. This is where localization comes in.
In this article, we’ll give you the rundown of what you need to know about localization. More specifically, we’ll cover:
- The difference between internationalization, localization and translation
- The different aspects of localization
- The limitations of AI and the importance of choosing the right language partner
The difference between internationalization, localization and translation
- Internationalization: Internationalization is about product adaptation. It’s “the process of designing products to meet the needs of users in many countries or designing them so they can be easily modified, to achieve this goal.” (Definition from Investopedia.)
- Localization: Localization refers to the “the process of making a product or service more suitable for a particular country, area, etc.” (Definition from Cambridge English Dictionary.) It can take many forms and involve a wide range of considerations, including language, culture and religion.
- Translation: Translation is the “the activity or process of changing the words of one language into the words in another language that have the same meaning.” (Definition from Cambridge English Dictionary.)
The different aspects of localization
Language and local nuances
To enter a new market, you must express yourself in the language(s) spoken there. In other words, if you’re in a French-speaking country and want to expand into a Spanish-speaking market, you must translate your content for that market into Spanish. In a CSA Research survey of more than 1,000 respondents in 28 Spanish-speaking countries, 78% of respondents indicated that they were “very unlikely” or “unlikely” to purchase a product or service that didn’t have a Spanish UI. That’s huge!
Even when the language of your new target market matches the language your company operates in, it’s best to adapt content to reflect local nuances. For example, although Quebec and France are both French-speaking, there are many differences between the varieties of French on either side of the Atlantic, especially in terms of vocabulary. Borrowings from English, like management, are often accepted—even valued—in European French, but are judged harshly in Quebec, where we would always use the French equivalent (gestion for management).
Medium tailored to the message
It’s important to adapt the layout of your media, such as customer documentation, packaging and user interfaces, to the linguistic reality of the target market, including reading and writing direction (which is right-to-left in languages like Arabic or Hebrew) and the length of the text, which varies from one language to another (French texts are generally longer than English texts for the same content).
Visual content
The same visual can elicit very different reactions from one market to another, as each culture has its own codes and references. For example, the colour blue “is seen as a protective and calming hue” according to Adobe but, in the Canadian context, it can also be interpreted as a symbol of Quebec nationalism, especially when opposed to red, the colour of Canadian federalism.
Currency, units of measurement and other conventions
Business and money go hand in hand. If you want to expand into a new market, you must consider that market’s currency. It goes without saying that a cautious person would be unlikely to purchase a good or service for a price they’re unsure about.
You also need to use the right system of measurement for the new market, to ensure user understanding. While some countries have formally adopted measurement systems, there’s sometimes a fluctuation in practice, such as in Canada, where metric and imperial systems still coexist today for historical reasons.
Legal obligations
Localization is not just a way to effectively reach new target audiences; in some regions it may be a legal prerequisite for doing business.
This is the case for companies wishing to operate in Quebec and, by extension, in Canada. Quebec is known for its extensive language legislation. The Charter of the French language (commonly known as “Bill 101”), which came into force in 1977, states that French is the only official language of the province and that it is central to the identity of Quebecers. In particular, it provides that “Consumers of goods and services have a right to be informed and served in French.” More recently, Bill 14 amended Bill 101, increasing its scope and imposing more severe penalties for non-compliance. It’s in the interest of companies wishing to set up in Quebec or Canada to familiarize themselves with French language laws.
Supporting materials
Even where legislation doesn’t require it, it’s important to provide customer support in each market’s local language to ensure understanding. In addition to driving engagement, this approach builds trust and helps cultivate customer loyalty.
The limitations of AI and the importance of choosing the right language partner
AI and its limitations
Artificial intelligence (AI) is the hot topic in many fields, and localization is no different. It can be tempting to use AI to cut costs, but you should be aware of the limitations of this technology when it comes to translation and multilingual localization.
For example, machine translation engines have difficulty with numbers, which can lead to catastrophic errors in price lists and technical descriptions. They also tend to change proper names, like trademarks, for no apparent reason. This makes it very risky for an organization to publish AI-localized content that hasn’t been verified by a qualified individual.
The importance of choosing the right language partner
Choosing the right language partner is critical to a successful localization process. They’ll be able to advise you and recommend the best approach for each of your content types. They’ll help you achieve your goals and get the most out of your investment, including making the most of AI in your localization process.
Some types of content lend themselves well to a localization process involving AI:
- Product descriptions
- Technical notices
- User guides and procedures
- Software localization and customer support
- Simple financial data and statistics
- HR procedures
- Articles written in list format
- Certain legal texts (case-by-case assessment is required)
However, in other cases, it may be better to assign the task directly to a professional translator:
- Marketing copy: creative content, blog posts, social posts, newsletters and hashtags
- Word play
- Cultural or regional content
- Subtitles
- Medical texts that can have serious health consequences
Curious about localization? Want to find out how a language partner can help you expand into new markets and how you can use AI to optimize your localization efforts? Contact the OXO Innovation team today.