Why Localisation Matters More Than Translation In Today's Global Market?

This is the year 2024. And the world is more connected now than ever before. Social media is all over the place and companies are reaching out to audiences across borders. Any content created in one part of the world is available across the globe through the Internet.

But here's the catch – simply translating your content isn’t enough to connect with people anymore. They want content that gets them. People appreciate the content that is created specially for them. And that is where localisation swoops in to save the day.

In this blog, we will try to understand the difference between localisation vs translation and why localisation matters more than translation, especially in today’s global market. So, let’s begin!

What is Localisation?

When you talk about localisation, you must think beyond mere words. It is not just about telling the same words or ideas in a different language.

It is about ensuring your content feels right for the local audience. This means, changing everything. From dates and currencies to cultural aspects and even colours that may not suit a particular group of people.

Airbnb is a great example for this. The company strives to create a native-like experience for users by converting currencies, dates and even measurements to match with the local standards.

All of these small details are what helps users feel comfortable when using the platform. This localisation strategy is the reason for their success across 220+ countries.

The Key Differences Between Translation and Localisation

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Now that we know a little bit about localisation, let’s find out the difference between translation and localisation.

Translation is only about adapting the text or message from one language to another. It doesn’t take into consideration other aspects like cultural values which can easily relate with people.

Localisation, on the other hand, is about giving an experience which focuses on cultural adaptation that will naturally be well-received by the audience

Where translation is committed to accuracy in language, localisation is about prioritizing the cultural and social nuances so that your content actually vibes with people.

Let’s say you are launching your products and services in Japan.

To introduce your brand to the target audience, first, you will start with a website and you must translate your website into Japanese.

But simply translating will not cut it. You must understand the local slang and other Japanese values which must be integrated into your website.

Not only that, the colours you use in your website will have different cultural meanings for the people in Japan.

Colours such as yellow, blue, and red stand for positive values like courage, peace and luck, respectively.

On the other hand, black and white is related to mourning and purple stands for danger. This could determine how the Japanese audience perceives your website and your brand.

With localisation, you will take care of all these cultural and language nuances, and increase your chances to connect with Japanese people on a whole new level.

Why Localisation Matters in Today's Global Market?

The world has changed drastically over the past decade and businesses need to keep up with this change. If you are not focused on localising your content, then you are losing money. Why? Because people’s expectations have also changed.

They don’t want to be another number in your excel sheet. People want content that speaks to their identity and culture.
Younger audiences like us, Gen Zs, look for content that is personalised and culturally adapted to match our expectations. This is true whether we are buying clothes or watching our favourite shows on Netflix.

And speaking of streaming platforms like Netflix and Amazon Prime, they have nailed localisation perfectly, offering us shows in multiple languages and customising the viewing experience to different audiences.

Companies that are planning to expand on a global scale should implement localisation to avoid cultural blunders and help deal with local customs and regulations. In a survey report by DeepL and Regina Corso Consulting, around 75% of respondents believe that localised content enhances customer engagement and this will directly boost sales.
And let’s face it, a brand that works hard to resonate with the local market is the brand that people are more willing to trust.

Common Challenges of Translation Without Localisation

At least once in your life, you must have come across a translated ad and cringed at the message as it made no sense in your native language. That is what happens when companies overlook the importance of localisation.

In fact, focusing on mere translation can create some funny or offensive misunderstandings that would damage your reputation as a brand.
Like, for example, humour and idioms don’t always translate properly or make correct sense in different languages.

KFC’s slogan is ‘finger linkin’ good.’ However, after the fast food company launched in Beijing for the first time, whoever translated the slogan got the result as ‘eat your fingers off.’ Not so yummy now, right? Yikes!

These kinds of incorrect translations are what hurts your brand the most. The out-of-touch content alienates your audience instead of vibing with them.
And in a very competitive market, one bad move is enough to lose your customer forever.

How Localisation Supports Long-Term Global Success?

As part of your global content marketing strategies, you now understand that localisation is a crucial element for success. Localisation is a long-term strategy to achieve a global reach and not just a short-term marketing trick.

You are not simply getting quick sales because you localised your content. You are actually building trust with your audience. And trust is the beginning of customer loyalty.
Through localised content and experiences, you help your audience feel like you understand them. This creates a deeper connection with them and they will keep coming back to your brand.

One big benefit of localisation is that it helps with your SEO strategies as well. By using localised SEO, you optimise your content for local searches. This improves your visibility among local audiences and increases your chances of ranking higher.

Big brands like Apple and Coca-Cola have found success on an international level because they implemented localisation in their marketing efforts.
When executed properly, localisation is your key to long-term success in the global market.

Conclusion

In today’s world, it is not enough to just translate and deliver your content to people. You must adapt it so that it resonates with the audience’s culture on a deeper level. Prioritising localisation is of utmost importance if you want to succeed in the current global arena.

Localisation opens the door to a whole new way of communication that goes beyond language. It helps to create real connections with people, increase engagement and boost sales.

At Kalakrit, we specialise in translation and, most importantly, localisation, where we help your message to be conveyed in a way that is relatable to people no matter where they are from. Want to know more about the services we offer? Get in touch with us.

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Audiobooks, Publishing, Accessibility, Digital Content, Author Engagement