Localization comprises of three words: “to make local”.
Although localization involves translation, it goes far beyond it.
In a nutshell, localization is the process by which messaging is not just translated from one language to another, but rather is adapted to more effectively convey a similar meaning in the target cultural environment.
Localization is aimed at making content feel as though it was created especially for a specific target market for the message to resonate locally.
Some localization experts not only adapt content to cater to national or regional market preferences, but might also recreate or “transcreate” it. For instance, advertising and marketing campaign messaging should be localized to maximize cultural appeal and avoid potentially embarrassing or offensive communications.
Moreover, translation and localization also differ on a tactical level. While simple translation may be appropriate for some content types in certain markets, localization is most often required for adapting highly emotive, creative marketing content so that it clearly resonates across locales.
Therefore, the art of localization requires an individual with a special combination of linguistic performance, subject matter knowledge and imaginative approach in order to succeed in this highly demanding, yet undoubtedly rewarding specialization.
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