Florian Mayerhoffer I 24.03.2022 I Übersetzungen
- Reading time: 6min -
When companies want to enter new markets, they have to adapt to different cultural conditions depending on the target country. Not only is it important to understand the culture, customs and traditions, but also to adapt products and content. Especially with flagships like the website, this is often imperative. After all, the text has to be not only translated, but also adapted to the inhabitants, traditions and language of the target country. Localisation combines all of this.
CONTENT
And why should you prefer localisation to translation?
We at lingoking would like to provide a brief overview of the two methods and of what companies need to bear in mind when entering new markets.
What is the difference between localisation and translation?
What is adapted during localisation?
Why should companies have texts localised?
When is translation enough?
How localisation in the target language works
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The terms localisation and translation are often confused or equated. They are not synonyms, but two different activities that are mutually dependent and build on each other. Both have the same goal: to convey a certain fact to the customer abroad in the local language. However, what is often neglected when opening up new markets are the cultural features or linguistic peculiarities. The best example is English: British English is sometimes very different from American English. Then there are the cultural differences. Therefore, a distinction is made between classical translation and localisation:
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In order to ensure the problem-free comprehension of a translated text, the following factors should be taken into account: |
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Localisation or translation? This depends very much on the purpose of the text. Website texts about products and services should convey one thing above all: emotions! The reader’s interest in the company and brand should be piqued and they should be won over by a successful text. If there are language barriers such as unfamiliar words or wrong expressions in the text, consumers do not feel understood. This is a stumbling block for them and they don't bond as strongly emotionally as they would if the text was entirely in their mother tongue.
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Localisation is not always absolutely necessary. When a company expands into a common market such as the European Union, there is already a common cultural framework. Here, many customs are similar. Texts are therefore usually easier to translate. Even if companies expand their website to include another language, a translation may be sufficient. The classic example here is Switzerland: it has a common sales market and cultural framework, but has several official languages.
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If you want to localise website texts or content marketing articles for your company, make sure it is done by a qualified professional translator. A native speaker from the respective target country who has a good command of the local cultural conditions and local linguistic expressions is best suited here.
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