Localisation can Help Your Business Expand

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From a sales or marketing standpoint, the term ‘localisation’ simply means that your message has been adapted to suit the language and culture of a specific group of people which is different from another. A German translation of a website that advertises travel opportunities in the Caribbean, for instance, could easily be a straight translation from French or English into German. This is certainly an example of localisation if the website is aimed at attracting more German visitors, because few of them are likely to read a website in French or English alone. However, localisation is more than that. In this example, it involves an understanding of what German would-be travellers and visitors are likely to want to do and see. What is different about the way Germans see the world that may attract them to continue reading the translated website?

Business is becoming ever more internationally based, as goods and services become available whenever and wherever there is a demand. Any business that fails to localise their message, whether it is business communication, marketing material, website pages or whatever, is likely to lose out to those that do. Localisation can not only help your business expand. It could be said that for any business that has international aspirations it is an absolute necessity.

If your business intends doing any business at all in Germany, Austria or anywhere there is a significant number of German speakers, then it will need to make use of German translation services at the very least to translate all their material into German. The level of localisation does depend on the nature of the material being translated. For instance, imagine that a company makes a device which it intends selling in as many countries as possible. The device needs marketing, as well as being described in detail in a manual. The language of the manual is most likely to be in what is the commonly accepted standard form of that language. It will not be in any form of idiomatic language. However, the marketing material may be directed at a specific niche group within the country intended. It could be aimed at middle aged women, or teenagers, or elderly men, just to mention three groups of people at random. The context may be a rural one or an urban one. It may be sophisticated or unsophisticated. There are many nuances here and the language used has to reflect who the device is to be sold to. The better the attempt at localisation, the more likely it will appeal to a greater percentage of the potential market.