Content localization goes beyond translation – it takes into account the whole brand content. Nowadays, when differentiation in brands’ success rates is decided by the finest details, knowing your marketing translation and being able to trust it remains loyal to your aims is vital.
The need for accurate and faithful translation is best exemplified by e-commerce, for example in product descriptions. Their translation cannot be isolated from the rest of the content. There needs to be knowledge about the context of production, about the product and about the visuals.
1. Especially in marketplace contexts, product descriptions and other e-commerce contents showcase various styles, which makes translation potentially challenging. One has to detect the slightest variations in style and tone to render the best version in the target language.
2. Localization needs to correlate a wide array of information that is not contained within the text itself. For example, a belt might be mentioned as pertaining to the product advertised on an e-commerce app. One needs to know what kind of belt that is (decorative detail or functional) to avoid confusion and help users make the best decision.
3. Visuals are telling and need to be included in the localization process. For example, where the product description mentions a ‘ribbon detail‘, it can potentially help having a visual representation of it to better render it textually.
Localization is an exciting type of marketing – with the added challenge of appropriating advertising structures to your own language and culture! Its success depends on a holistic approach and its being an active part in brand strategy.
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