Localization Process Pop Quiz: True or False?

Are you ready to localize your company’s products and services for international customers? Most growth oriented firms recognize that the majority of their profits through the next thirty years will depend on global markets, and there’s significant strategic pressure to localize brands for lucrative, growing economies beyond national borders.

Language localization differs from translation activity because it involves a comprehensive study of the target culture in order to correctly adapt the product to local needs.
The localization process is often misunderstood and those misunderstandings can be costly in terms or blown budgets, missed launch deadlines, and loss of market share to competitors.  In this article, we’ve put together a quick five-question localization process pop quiz to test your assumptions and encourage conversation within your company about getting the localization process underway for your next global market.
Test your knowledge below:
1. True or False? There’s nothing I need to do before I engage a translation service provider to help with my localization process.
False. First, you should have a clear understanding where in the world it makes sense for you to launch your brand. It’s not a dart-throwing venture. Research is key. Second, you should make a determination up front how much of your material really needs to be translated. Is a partial-launch for specific products the best move? If so, don’t waste the money for a full translation of everything you have to offer U.S. customers.
2. True or False? The localization process is only about language translation.
False. The localization process does cover language in translation, but it also takes into account a whole host of other details. The localization process includes design decisions, cultural iconography, image appropriateness, interface issues, and even legal and privacy concerns.
3. True or False? Machine translation will replace human translation in the localization process in the near future.
False. While there is little doubt machine translation will improve many aspects of translation in the future, including the automatic translation of simple or lower-visibility content, human translation is still essential for communicating emotions, humor, and other aspects of your brand’s position.

According to Omniglot.com “Systematic and formal rules are followed by machine translation so it cannot concentrate on a context and solve ambiguity and neither makes use of experience or mental outlook like a human translator can”
4. True or False? The localization process is an ongoing effort, even after the initial translations are complete.
True. Does your brand stand still? No. Do your products and services change with customer demand and the times? Yes. The localization process continues beyond your initial translation and localization in order to keep pace with the dynamic aspects of business. You’ll need to understand how to manage updates and changes locally and abroad, so maintaining a working relationship with a translation agency who understands your company’s needs is key.
5. True or False? It’s important to involve my tech and marketing teams in the localization process.
True. Both sides need to be involved— from those making the promises in advertising and sales materials to those responsible for the fulfillment of orders, data management, and your online presence. Getting major stakeholders from tech, marketing, management, and sales teams is essential in the localization process.
How did you do? Did these statements challenge your preconceived notions about the localization process? Hopefully you’ll take away at least one eye-opening fact that will help smooth your transition into new countries.

Localization Process Pop Quiz: True or False? Localization Process Pop Quiz: True or False? Reviewed by Unknown on December 21, 2013 Rating: 5
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