Localisation Translation is defined as diversifying the cultural/regional/ethnical or other socially relevant aspects of a text before introducing it into a new place with the aim of enhancing its reach among the people of that place. We have been doing it for a number of businesses and to be honest, there is no practice and fun which can be as effective as this.
Here are a few benefits it could pose for your business.
1. Localisation helps in higher market penetration
You see language, regional beliefs and thoughts differ largely between different geographical regions. People respond most amiably to the product that promotes or upholds the culture of their land. They see familiarity which leads to your service or product connecting better with the market.
In the case of localisation, we have realized that as we penetrate more through language/culture friendliness, the approval from some members of that market begins to work as a mark of trust for others who belong to similar cultures/regions. The trajectory only goes up from here.
2. A spike in sales
An average human is more likely to trust someone new when he sees signs of similarity between him and the other person.
The same is true for products too. In fact, we found out that more than 50 percent consumers feel that they would consider the ease of obtaining product info is more important the price of the product. Summarized, the highest sales are made by items with effective communication of product information.
Localisation translation plays a key role in smoothening or modifying the ‘hard to understand’ cultural or lingual aspects of products and hence boosts sales.
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3. The minimization of cultural errors
Some words in English will read as slang words in another language and vice versa. Cultural misappropriation leaves a bad image in the eyes of the reader/viewer and 30 percent translator say that if once it happens, it is very difficult for a agency to maintain its stronghold over the domain it made an error in.
We have observed that cultural errors lead to permanent loss of respect and trust which is why localisation should come in.
It enables us to eliminates every chance of an ethnically unsuitable word cropping up in the document. Aptly put, it smells and mitigates disaster.
Localisation translation is quite a face saver in this regard.
4. Helps you capture obscure niches that stayed unexplored for years
There must be a big chunk of story loving Indian old age people who like to read their story books instead of watching it on TV or listening to it on podcasts.
Capturing this niche is easy and the competition here is low too. All one needs to do to create a loyal fan base is localise world famous folk stories and sell it to them in reasonable prices.
A steady source of income can be easily obtained by researching segments of local audiences and catering to their long unmet needs by way of localisation.
5. Localisation translation offers better benefits than just translation
Translation is a part of localisation. Localisation takes into consideration more factors than translation. For example, when we convert a Chinese story book to Hindi, we are translating it. But when we translate the same book into Hindi keeping in mind all the needs and likings of the book reading audience it will cater to, we localise the book. Localisation spells a magic of higher appeal than translation because its work does not end when the language conversion is done.
It ends when the book turns equally or more enjoyable in the converted format. And if someone offers you a choice between the former and the latter with little difference in money, you obviously would take up the latter right!
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6. Maintenance of text length
It often happens that when we translate a book, the converted format has twice the pages present in the original one. This is because some languages have lengthier words/sentences as compared to others. A few words here and there hardly matters but when the differences are huge, the audience pool might shrink.
Localisation translation helps us keep a tab on the length and ease of readability of every line in a book. It draws boundaries regarding the extent of word limits we can cross while changing between languages.
By doing so, it preserves the resemblance of the book/document to the original one. Imagine reading a Charles Dickens book twice as thick – you wouldn’t right!
Conclusion
Summing them up, MoniSa Enterprise have gathered that there are multiple benefits to localisation. From sales augmentation to cultural appropriateness, localisation will lend you a hand with everything. In a world that is slowly moving more towards everything custom-made for the receiver, localisation is a trend sure to bloom more in the coming years.
Since we have been a part of the linguistics industry for almost half a decade, it has become a tad bit easier for us to predict and fathom industry trends. Localisation translation is gaining much steam now. We think this is the best time to jump into this wagon.
