10 Common Misconceptions About Localization

Is localization just a fancy word for translation? Is English really the universal language of the internet? These are just a few of the misconceptions that can lead businesses astray in their global expansion efforts. Today, we debunk ten common myths about localization.

1. Localization Equals Translation

While translation is an integral part of localization, it’s not the whole picture. Localization includes adapting your content to suit the cultural, social, and legal norms of the target market. Pepsi learned this the hard way when their slogan "Come Alive with the Pepsi Generation" was reportedly translated in China as "Pepsi Brings Your Ancestors Back from the Grave."

2. English is Enough for Global Business

Contrary to this belief, 75% of consumers prefer buying from websites in their native language according to CSA Research. In fact, a Gallup survey revealed that 42% of internet users in the EU never purchase products in a language other than their own.

3. Machine Translation Can Replace Human Translators

AI advancements have improved machine translation, but it still falls short on cultural nuances and context. In fact, Facebook found that user engagement increased when they used professional human translations instead of automated ones. Our comprehensive translation and localization services consider these factors to ensure high quality.

4. Localization is Expensive

Though localization requires an initial investment, it yields significant returns. Research by CSA suggests that for every $1 invested in localization, a business can expect a return of $25.

5. Localization is Only for Large Companies

In the digital era, businesses of all sizes can reach global audiences. A case in point is Evernote, which credited its early localization efforts for the fact that they had more users outside the US than inside within a year of launching. Localizing your content can provide a competitive edge, help reach new customers, and drive business growth.

6. The Best Translator is a Native Speaker

Native fluency is beneficial but doesn't guarantee quality translations. The success of projects like the translation of Facebook into multiple languages is testament to the need for subject matter expertise and linguistic proficiency.

7. One Translation Fits All Markets

Just because countries share a language doesn't mean a single translation will suffice. Spanish in Spain is different from Spanish in Mexico, much like the variations of English in the US, UK, and Australia. Learn more about these subtle nuances in our localization service page.

8. Localization is Only about Language

Localization encompasses more than just language. It includes converting currencies, adapting to local regulations, customizing graphics, and altering content to suit local tastes and cultural norms. For example, Nintendo's success is often attributed to their commitment to culturally customizing their games for different markets.

9. Localization Delays Product Launches

With a well-planned localization strategy and a skilled localization team, you can streamline your localization process. Companies like Microsoft have mastered simultaneous product launches, releasing localized versions of their products at the same time as their domestic launch.

10. Once Localized, it's Done Forever

Localization is not a one-time task. As your business evolves, your localized content should as well. When Starbucks entered the Chinese market, they continued to localize their offerings based on evolving consumer preferences and cultural trends. Therefore, ongoing localization ensures that your content stays relevant and effective.

Localization: The Key to Global Success

Localization helps businesses increase their global market share, enhance customer satisfaction, and drive growth. A report by Appia found that app downloads increased by 128% after localization. And it's not just apps: Nimdzi Insights found that website localization also led to a 20% increase in time spent onsite.

Conclusion

With these compelling statistics and success stories, the true value of localization becomes clear. The real question is not whether you can afford to localize, but whether you can afford not to.

Ready to take your business to the next level? Explore our localization services to start your journey towards global success.

Sources:

https://taia.io/blog/common-misconceptions-about-language-translation/

https://www.iti.org.uk/resource/common-misconceptions-around-localisation.html

https://www.transifex.com/blog/2019/3-common-myths-of-startup-localization/

https://www.linkedin.com/pulse/5-localization-myths-you-shouldnt-believe-hande-gokdeniz/

http://clearwordstranslations.com/language/en/5-life-science-localization-misconceptions/

https://www.acclaro.com/blog/top-ten-translation-myths-part-one/