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Why Localization Is Necessary for Your Global Success
According to a 2020 CSA research, 65% of the consumers reported that if the product information is in their native language, they would probably buy these products and services, even at a higher cost. Moreover, 40% will not purchase from websites in foreign languages.
Which takes us, obviously, to the topic of this article.
Products and Services Localization
The phrase ‘what is localisation’ pertains to the process of bringing a product or a piece of content to a specific country or culture and modifying its functionality to parameters like language, traditions, politics as well as law. Localisation can assist a company in penetrating new foreign markets and developing their business.
Such terms as localisation and translation are often mistakenly used interchangeably. Actually, translation is defined as the process of taking text in one language and putting it in another. Although these two words seem to be related, translation is only the groundwork within the localised work, and keep in mind that localisation would encompass further work.
Besides the important task of translation, localisation involves other elements that will be modified as a part of the process. For example:
- Modifying images and graphics to appeal to the new targeted audience.
- Rewriting the content to suit the style and conducts of the target market segment.
- Re-adjusting the format and publishing outlines to clearly display the translated text.
- Switching measuring units and currency into the local system.
- Applying the correct local writing format as for punctuation, dates, phone numbers, addresses …etc.
- Compliance with the new country’s legal provisions and regulations.
When the localisation process is complete, your products should give the impression as if they were made by and for the targeted community and market.
What’s more, the localisation process goes beyond the merchandise and webpage. It is a good plan to localise the marketing resources (e.g., user manual, TV ads, podcasts, brochures, product guarantee) too, in case you are determined to reach for a bigger segment.
Clever localisation will gain the customer’s attention, and therefore, enhance your business success chances in the new targeted market.
Why Localizing Your Products and Services
Here are the four main reasons you, as a business owner, should consider localizing your product or service, if you haven’t already.
1. More Confident Global Expansion
The localisation work will help you quickly get over many obstacles, such as technological experience, social and demographic context, as well as political tangles.
It also allows you to customise your marketing strategy for the targeted audience, and helps prospective clients to better understand your services.
This, consequently, will create a higher consumer engagement with your brand in comparison with your brand if marketed without localisation.
2. Accelerate Your Sales and Revenue
There is an English idiom: “Better the devil you know.” When mentioned, the speaker usually adds this complementary half “than the devil you don’t.” In general, people will quote this adage whenever given a choice of two matters, and they express the intent to choose the familiar one, despite being unfavourable.
That’s why in the said CSA study, 65% of the customers follow the “Can’t read, can’t buy” rule, and are more inclined to buying goods at higher price, if they get the product information in their own language.
Your business will build stronger bonds and trust with the clients, when it conveys a service or product in the client’s language. And eventually, you will establish a reciprocal understanding, a situation that makes the client more gratified when making a purchase order.
The gain will extend beyond emotional benefits. According to a 2011 CSA survey, organisations who have invested in business localisation, reported revenue increase by a factor of 1.5. Let’s take Amazon, as an example. They acknowledge that their dedication to business localisation is the major factor behind their great global success.
3. Increase Brand Relevance
In this era, everything seems to change direction at a faster pace and your brand and the products under it need to be taken care of at all times to ensure they are never out of style.
After all, a significant brand is not just another offering of a product or service. It is a differentiator that develops and sells business solutions that address fundamental human needs, and in the process, these brands integrate themselves as consistent sections of the consumer’s purchase routine.
Let’s consider the successful players in the market, like Apple for example. There were numerous rivals who had been seeking to launch faster or alternate versions of the iPad and the iPhone. However, the consumers have not turned away from the forbidden fruit. It quite simply managed to remain one of the most attractive brands in the industry.
Your brand will be more convenient for more people and stable in foreign markets and even stronger in your own market by adopting business localisation policy.
4. Preserve Your Brand's Publicity
Moving your business to a foreign market can bring many profits including increased income, as we said before. On the other side, it comes with some probable risks. With the exception of unpredictable factors, such as fluctuations in exchange rates, natural disasters, epidemics…etc. A business manager may misinterpret the political atmosphere, miscalculate the demand and supply variations, or socio-cultural psychology.
In such a case, localisation will work as a shock absorber to moderate the impact of the said hazards, and allow your organization to return to normal operation in the outer market. Let’s not forget, in some cultures, an innocent phrase, or simply an ordinary colour, can provoke an unpleasant feeling for the listener. The localisation plan of your business can avoid tripping into such pitfalls.
To show the significance of the localisation plan, we need to emphasise that even a giant enterprise such as CocaCola stumbled in a localisation trap similar to the above said ones. The term “CocaCola” in Chinese means “eat a wax frog”. After huge efforts, the localising team modified the name, without losing the brand’s name, to reinstate CocaCola’s popular reputation in China.
The Power of Localisation
No matter how good your product or service is, your brand will be able to expand globally only when you resonate with the customers in the target market – and the audience understands your message and the offered solutions.
That’s why it’s important to invest in localisation right at the start of your internationalization journey, as it will help you reach more prospects, offer a better customer experience, and increase revenue.