Does My Content Need To Be Translated or Localized?

[:en]Language is very important in communication. Be it written communication or oral communication, usage of the proper language many-a-times could change the effect such communication can have on the counter-party or the audience for whom the subject matter was designed. The unbridled joy of listening or reading your local language is inexplicable. It is a similar joy to meeting someone who speaks your language in a foreign country and it obviously affects the perception of the audience. This brings up a very important question, about the need for content localization and whether it plays any role in how the content is perceived by the target audience.

Also Read : 4 Reasons Why You Should Translate Your Apps

It is very important to first understand the difference between translation and localization. While translation is converting one language into another local language, localization goes beyond that and involves the inclusion of even cultural sensitivity, issues and ideas to deliver content that connects to the feelings of the local audience that is the target of the content. While translation is a tricky job, it is not as complex and costly as localization, which would involve understanding the culture and then recreating the content to deliver in a manner that associates with the said culture.

Also Read : 5 Top Reasons to Translate Your Website

Businesses today face various dilemmas with regard to content translation and localization. These dilemmas include:

1. Translation or localization:
   

The first question that an entrepreneur must answer is whether the translation is needed or localization is the answer to the problem. It is highly dependent on the product and content which is being communicated and the market sensitivity to that product.

The cost-efficiency tradeoff between translation and localization should be understood and probable numbers wherein differences amongst using either of the strategies on cost, sales and market penetration should be studied before making any final decision.

2. Business Secrecy:

A marketing campaign is often developed secretly in order to gain surprise over its competitors. Campaigns are easily broken or diluted today and hence many companies prefer an in-house team for marketing and content creation. This ensures that there is minimal data leakage and employees are under the constant eye of the management to avoid any such incidents which could derail a careful planner endeavour. This becomes a problem when it comes to the localization of content. While the translation to an extent can be completed in-house by having language experts, localization is a different game altogether. It includes a deeper understanding of the culture, the local people, as well as key issues that connect with them. It is not easy to find such a person in an in-house team who can deliver efficiently. If localization has to be effected, it might involve giving the responsibility of that particular part of the campaign and content to an outside team. This puts at risk the secrecy which could have been maintained by an in-house team as the control over an outside team is not similar to control over one’s own employees. While the expertise of a local is needed to develop effective content and campaign, one must be wary of the secrecy risk that the same poses.

This is where an established service provider can prove invaluable. Reputed providers of localization and translation services will have the integrity to maintain the secrecy of your business campaign and do an effective job as well.

Also Read : Ten Reasons Why People Love Document Translation

3. Target Audience vs Costs:
   

A company or organization should indulge and study the costs involved in a translation or localization project. This should be ideally compared with the audience and market they are targeting. Whether they will be enticed by such translation or localization and the costs involved to get the project executed are parameters that are to be considered. If on sample survey data it seems that the costs outweigh the benefits or the company would barely be able to penetrate the market, then such a project should be designed that will prove to be an effective campaign. Planning plays a vital role in developing localized content that can help achieve a breakthrough for the organization.

These dilemmas should be considered by the enterprise before taking any decision with regard to content translation or localization. Although the costs may seem high to get such a project executed, such projects are known to attract the customers and make them feel a part of the company wherein such content has been created, curated and is being distributed. Consumers often want to feel like they are a part of something bigger and that the company cares for them. In such a scenario, localized and translated content could result in brand loyalty for multiple years for the concerned organization.

Translation and localization could have a profound effect on the popularity of the content creator and give them a new market. Something as simple as a few lines in a local language in a movie, usage of the local cuisine or shots of the local market has not only attracted the regular audience but created a whole new group of audience for such content. Amitabh Bacchan being a part of Gujarat tourism campaign was one such instance where local language, local background and localization of the content created a positive furor amongst the target audience. Similar campaigns have been employed by movies, advertisements and even print media to take advantage of the emotive aspect of consumers and generate greater audience reach.

What are the issues that should be considered before engaging a translation or localization activity?

1. Avoid taking any political stand

Content should not take any stand or show leaning towards any political party or issue. This can garner negative publicity for the content and the company. In the long run, it can prove harmful.

2. Content should not have a religious bias

Making fun of any religion or religious issue should be a huge no from the content creator or translator.

3. Sensitive issues should not be used as target campaigns

Content should not use local issues that are sensitive and might cause disruption in the area as their content idea.

4. Focus on a specific audience

Content should target a particular niche of a consumer which the company would have in mind. Generic content can close the option of using localization again and the audience might not find it as a wow factor anymore.

5. Usage of local backgrounds:

Using local imagery, backdrops or famous places of the local people can help provide instant connection to the target audience.

Also Read : 10 Ways How Your Brand can win the Indian Regional Market

There is enough evidence that translation and localization of content does help. The company should compare and prepare a cost-benefit analysis before embarking on such a campaign though and ideally look into the following issues before finalizing the idea to create such content.[:]