What is the localisation of a text

Localisation is the process of adapting a product or content to a specific location or market. Localisation is an important part of every new foreign market entry, because it ensures that the brand speaks the same language as a potential customer.

Why localisation of content is important

Localisation eIt is a term that is used a lot and sometimes as a synonym for translation. But translation and localisation are not the same thing.

The Globalization and Localization Association(GALA) defines: “Localisation is the process of adapting a product or content to a specific location or market. Translation is only one of several elements of the localisation process.

In a business context, this is what it means:
Localisation includes translation, (regardless of whether the language), but it also includes everything else about the content that makes sense: pictures, colours, prices. Because these points are more subliminal, localisation connects with consumers on a deeper level, increasing their likelihood to buy.

For example, imagine you are comparing sunglasses on two different e-commerce websites. On the first, the graphics look “weird”, the prices are not in a currency you know, and you can’t read the language. On the second, everything: the images, words, quantities, it all makes sense to you. Where would you buy? In the second one, right?

Well, you are not alone: Common Sense Advisory reports that 75% of consumers agree or strongly agree that when faced with a choice between buying two similar products, they are more likely to buy the one with product information in their own language.

The most successful international businesses are those that adapt content to the culture, language and etiquette of the customer. That’s why they use localisation to customise currency, date format, units of measurement and other details that translation alone will not capture.

The ultimate goal of localisation is to create a user experience that successfully drives your marketing strategy and business goals by connecting with consumers on a deeper level. So if your audience wants to be spoken to in their native language, then your business had better adapt if you hope to beat the competition.