From a layman’s perspective, the localization and translation is one and the same thing, both include the website and document translation into another language. Although, the terms are used interchangeably and the marketers remain unaware of the difference between these two terms. The international businesses must understand that translation is a part of localization and it plays a vital role in the global marketing mix. It helps the businesses to market their profitability efficiently to various cultures.
The Global Market Requirements
Marketing globally requires the accurate combination of elements to determine the brand success. When a business is targeting the international market, it requires standardization and localization to balance the web content.
The cost driven strategies in the standardization may influence a single template for the business in the international market to unify the brand and the corporate identity and also minimize the cost. With a standardized strategy, the centralization of the global marketing program is possible, minimizing the need of the controlling terms and helps in coordination and management of the subsidiaries.
Local Market Adaptation
The market demand may be variable and the business strategy may not be applicable there, but it will remain the benchmark of the business. A deep research work on the market is very important before entering the international market. The global market also promotes diversity with all its complex environment. When you are aware of the conditions and the economic development that is affecting the usage of the product or service, the political and legal systems and the cultural differences.
The Strategy of Localization
The localization strategy of the business decides on the integral diversity of the market. Each and every potential customer is seen as a cultural being with unique behavior and values that are the result of the culture of the society. The preferences of the local consumer must be included in the market mix. The businesses must also consider the cultural sensitivities of the new market to avoid offending the local customers. The business promotion in the international market is actually a combination of the Standard Marketing Mix and the Internation Business strategies that works together for the satisfying the needs and wants of the consumers.
The Localization Effects and Requirements
If localization is done properly, it saves a lot of expense of the businesses and Translation plays the key role in it. People like to see websites, leaflets and banners in their local language. It gives them a feeling that the business is thinking about them and their needs and they are their priority. Although English is an international language and it is very likely for businesses to use this language as their medium of communication globally.
Localization is actually presenting the business, product or service in the language that is understood by their target audience. This is actually the base of conquering the new market. This is actually going beyond the substitution of words as the information differently interpreted by different cultures.
The translation in this case must be of great quality, it is just not the meaning that is conveyed, it is the message that is conveyed with all the cultural values and norms. The original intent of the writer must be echoed in the translation as it has been done in this language in original. The translator must be familiar with the new developments in the languages.