You are here

localization

The international arena is peppered with cultural and linguistic variety. These differences between geographic regions, locales and people necessitate the creation of robust, dynamic, intuitive and reliable translation memory software. The ability of software manufacturers to create an endearing product is dependent upon the TM programs being able to translate information accurately, rapidly and effectively without losing any of the contextual meaning. Such is the challenge in the development of software for international markets.

As the world became increasingly globalized, many companies started seeking out greener pastures in order to increase their profits and boost their total sales. People started going overseas for higher education, medical treatment and tourism. This gave rise to the need to translate the documents into many languages. Companies started translating their websites in various languages. This is because research indicates that people tend to do more business with the companies and people who speak their own language. This step saw the companies’ profitability increase.

A language is way to see and understand the world. It is the vehicle of our ideas, thoughts and perspectives of our world. However since human being is essentially a social animal we perpetually interact with our environment. This interaction with environment is a factor of time and space. When and where we are interacting determines what actually we are meaning. For example ‘March’ is an act as well as month. The meaning depends on when, where and how.

One of the main reasons why companies are so eager to adopt the Internet globalization paradigm into their marketing strategy is because it will theoretically help bring in a multitude of profit and intensify trade to a global scale.

The professional translation agent's role in localization has become all the more critical nowadays because globalization has ironically enhanced the feelings of local identity in the international business arena. Let's just say that the role of the translator has evolved from "a person who knows two languages" to "intercultural communications expert" in a relatively short period of time.

Since the rise of the Internet, our world has become a lot smaller than before. Every country can now cheaply and instantly connect to each other across the worldwide web. In terms of ecommerce, this eventuality has paved the way for companies seeking to use the widespread influence of the information superhighway to access an international customer base in the most economical and streamlined way possible.

The usual advertising framework of many a multinational company—especially those originating from France—is mostly focused on marketing and communication strategies. More to the point, it's not necessarily a given for a large enterprise to hire freelance translation services or professional translation agencies when preparing their international commercials and promotions. Some companies actually insist that localization isn't necessarily the be-all, end-all answer to global advertising.

The Two Approaches to International Promotions

Google just announced a new feature in its Gmail system: automatic machine translation of e-mails in your inbox. The feature is based on its long developed translation engine.

For us marketers - this could help dealing with one of our acute pains: communication with customers who do not speak /understand English.

Global marketing and international marketing aren't the same thing, even though many marketers treat them the same way, as I witness every day. International marketing means that marketing decisions are made in the individual countries, with staff who is the most knowledgeable about the target markets. Global marketing views the whole world as one, and creates products that will only require weeks to fit into any regional marketplace.

Want to see an angry e-customer ?

Let your customer discover that you don't ship to his country only on the checkout.

As a frequent Internet shopper who lives in Asia I can testify that this situation is quite common on many e-commerce websites, especially on American websites:

You choose a pair of shoes, compare prices online and decide where is the best deal.

Then you register to the website and even enter your address and credit card info.

It says nowhere "We ship to the US/Canada only", or "Check if we ship to your country".

Pages