Localization is one of the services that I offer to expand your company into the Turkish market. English into Turkish localization is like walking on a thin ice, like every other language pair. Leaving it to the hands of an unprofessional, a co-worker who speaks the language or a translator living in your country, may lead to harm that can’t be undone.
What is Localization?
Localization and translation are often considered as the same thing. People may think that a translation of their marketing strategy or software would do the trick. But a professional localization service, would mean so much more than translation of the words into a second language. It includes translation of words and goes beyond that. It also translates the culture, pictures, prices and messages that your company wants to radiate.
The Globalization and Localization Association (GALA) describes localization as: “Localization is the process of adapting a product or content to a specific locale or market. Translation is only one of several elements of the localization process.”
Adaptation of a product or content to a specific market is a risky business. There are many widely famous brands that have failed on this field and suffered the consequences. Apple’s fail in the 1980’s is a good example to emphasize on the importance of localizing. The Apple II was localized for several international markets including Europe. This means they had to adapt some hardware changes like power-supply and other hardware changes. Sadly, they disregarded a very important point. The Euro Plus model was sold with an American keyboard which does not have many characters needed in European languages.
Translation vs. Localization
Translation and localization may be confused a lot. They are indeed similar when looked from the outside of it. But once you get in, you understand the difference. It is important to know the difference between them before you ask a freelancer or a translation agency for their help. Knowing what you want will improve the quality of the work.
Translation is usually operated word-to-word, when it is important for the source and target-language document to match up almost exactly. There is no need for a creative work and less risk of being misunderstood. Translation is used where the meaning is the main concern and the target text should be well-understood whether it’s an e-mail, a manual or a help document. Translation is dependent on facts and should stick to what the original text is about.
Localization is more into the culture and effectiveness of the use of language. It is aimed to increase conversion rates of your website or sales of your product. While translation should stick to the original text, localization may change the source document completely in order to achieve a greater effect for the target market. Localization is preferred mostly for websites, software, training, product information and games.
Why is Localization Important?
If you are thinking about entering a new market, it is vital for your business. Nobody wants to buy a product from a website that is translated by Google Translate. That creates an unprofessional, cheap image for your company that will stick to your brand forever. On the other side, researches show that people prefer buying products from websites that are in their native language. 72.4% of global consumers indicated that they prefer to use their native language when shopping online. (Source: Common Sense Advisory)
This is the same for English into Turkish localization. English speaking rate in Turkey is very low and those who say they speak English, usually prefer just staying in their safe-Turkish-zone. With the great number of young population and everyday increase in technology usage, Turkey is a market to consider investing. However, investing in Turkish market without a localization strategy is a dead-end. It will lead you nowhere and you will end up spending more resources to reduce the damage. Games, Apps, Stores, Brands… All must be localized before entering the Turkish market. It will make the users trust your company and more than that, localization will let the users to understand your company, therefore conversion rates will be much higher.
In Which Areas Localization is Widely Used?
Localization can be used in almost any field of business. I help companies by localizing;
- marketing strategy
- game (any platform)
- software (Desktop, android, IOS, Java, etc.)
- website content
When you consider the importance of localization and what it will bring to your brand, it is quite a smart investment and worth every penny. Businesses with the most international success rates are those that adjust their material into their target culture, language and etiquette. That is why, they use localization services to customize things like currency, date formatting, measurement units and many other details that translation alone won’t be able to catch.
The prices of localization services depend on many variables.