Digital marketing is more and more the privileged investment for international companies willing to reach millions in new markets with the best Return on Investment.
Localization and Transcreation are two processes that can be applied to multilingual marketing content strategies. But what are we talking about exactly and what is the difference between the two?
Localization
Localization is the process of adapting the characteristics of a written or media content to the target linguistic, cultural, political, and legal context of a foreign market.
Localization is more than translation, as cultural elements are adapted: for example, prices will be converted in the local currency, as well as measurement systems and much more.
While the content changes, the meaning stays the same, without being inappropriate or perceived as “not native”.
Transcreation
Transcreation is localization’s next step. As suggested by the term, it is the combining of translation and creative writing. This mode adds to the consistency of the message and the adaptation of content the emotional element, working on local style, idioms, and phrasing.
The person in charge of transcreation works closely with the marketing team in order to understand the goals of the campaign, contributing to its success.
Transcreation is the best option for businesses wanting to create emotions that resonate with the local public, create engagement and are pleasant to read.
How to Translate Your Website
Localization and transcreation are powerful tools that can enable your success on new markets, but it is not always easy to understand how to maximize return on investment: should I translate all of my pages? In which language? With which mode?
Research shows that potential clients are more willing to buy when products and services are listed in their language. However, you should focus on languages that could attract a consistent number of visitors, or groups of people with high budgets.
You should also select your most successful pages and website sections and dedicate the right amount of attention to them, by choosing high-quality localization and transcreation services.
For secondary pages which have large volumes of content with less engagement potential and SEO value, you can opt for Machine Translation Post Editing.
How Nike Does It
Nike’s localization team operates in more than 50 countries, translating and adapting content in 22 languages.
How does this brand manage to effectively cooperate with Language Service Providers and vendors?
Watch this interview with Alvaro Villalvilla Merelo, Senior Localization Manager at Nike, to find out:
Langpros Localization Services
Langpros is a Dubai-based language service provider specializing in website localization and multilingual copywriting. We employ the best content creators and marketing translators, as well as the latest technologies in order to assure consistent terminology and speedy delivery.