What Localization for Business Really Means

If your business is focused on global expansion and growth strategies, you have likely heard of the term “localization.” But what does localization for business really mean?

Imagine that you are browsing two websites because you want to buy a pair of sunglasses. On the first website, you see unfamiliar graphics, prices in a currency not your own, and content in a language you don’t understand. On the second, there are graphics that make sense to you, prices are in your own currency. And, best of all? Product descriptions in your language. Not rocket science to figure out from here which site gets your love and which doesn’t.

That’s product localization for you. And here it is defined by the Globalization and Localization Association as “the process of adapting a product or content to a specific locale or market.”

Localization goes beyond merely having to translate website content, and it connects with consumers on a personal level, builds your brand image in a way that is both accessible and unique. In short, localization is about building trust.

Today’s localization technology allows companies to reach markets that would have been inaccessible to them even five years ago. The ultimate goal is to build a user experience that garners the most success from your marketing strategy. Businesses accomplish this through customized interactions via native advertising and website internationalization.

Businesses with the most success in international markets are unfailingly those that pay attention to culture, language, and business practices. They will then adapt content to speak to the needs and preferences of that market. No detail is small for them. Not only will they adapt to local regulations, they will also localize technical details such as currency, date formatting, and measurement units.

Image source: Flickr

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