An enterprise can easily offer its products to customers residing in different regions through its website and mobile app. But it cannot keep the users engaged and convert them into customers by communicating with them only in English. The business must communicate with each user in his native language to convey the required information clearly and seduce him to buy the products. Hence, enterprises explore ways to make the website and mobile app provide relevant content to each user in his native language.
While converting original content into a foreign language, the translators need to combine a number of techniques to make the content more engaging and appealing. Nowadays, many enterprises look for translators who can product translated content by targeting the customers residing in a specific region. The professionals need to express the text exactly in a foreign language to convey all information accurately to the readers. At the same time, they also need to localize the translated content to make their more relevant for a specific target market.
The term translation refers to converting content written in the source language to target language literally or word for word. The technique enables the translators to convey the original information fully and exactly to the readers speaking a foreign language. While translating content, the translators focus only on grammar and syntax. Hence, they fail to match up the source and target language text efficiently by translating the content literally. There are many idioms and phrases in English that lose their original sense while being translated to a foreign language. For instance, a simple idiom like “easy as pie” cannot be translated literally and embedded smoothly into foreign language text.
The professionals need to localize the translated content to make them relevant for the specific target market. They have to localize the content while translating from the source language to target language. In addition to focusing on the grammar and syntax, the translators make several changes to the translated content to make them relevant for the people who speak a different language. Hence, they must include specific idioms and phrases in the translated content to keep the readers engaged and convey the required information. However, a translator must be proficient in the native language and understand the target culture fully to localize the content seamlessly as part of translation process.
Nowadays, translation and localization are not considered as two distinct processes. Many enterprises opt for native translators to make the translated content more impactful for the specific target market. Like conventional translators, modern professionals also focus on grammar and syntax while expressing content written in a different language. But they avoid translating the source content literally or word for word. They use specific phrases and idioms to adapt the translated content for the targeted market or culture. Also, they ignore the literal meaning of the source content and do not try to match up the source language text and target language text.
On the whole, an enterprise has option to choose from translation and localization based on two key criterions – nature of the content and the target audience. Normally, the technical content requires the source language text and target language text to match up exactly. Hence, an enterprise can get the technical content translated literally. On the other hand, the enterprise needs the marketing and website content that keep the readers engaged and convert them into customers. Hence, the business must combine translation and localization to make the target language text more relevant and impactful for the people belonging to a different culture or speaking a different language.