{"id":1844,"date":"2017-12-07T17:26:52","date_gmt":"2017-12-07T16:26:52","guid":{"rendered":"https:\/\/sjscribe.com\/?p=1844"},"modified":"2026-09-02T17:11:47","modified_gmt":"2026-09-02T15:11:47","slug":"have-you-considered-localizing-your-content","status":"publish","type":"post","link":"https:\/\/sjscribe.com\/en\/have-you-considered-localizing-your-content\/","title":{"rendered":"Localization: Why Your Message Must Speak Your Customer\u2019s Culture"},"content":{"rendered":"\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1000\" height=\"489\" src=\"https:\/\/sjscribe.com\/wp-content\/uploads\/2024\/07\/world.jpg\" alt=\"\" class=\"wp-image-1854\" srcset=\"https:\/\/sjscribe.com\/wp-content\/uploads\/2024\/07\/world.jpg 1000w, https:\/\/sjscribe.com\/wp-content\/uploads\/2024\/07\/world-300x147.jpg 300w, https:\/\/sjscribe.com\/wp-content\/uploads\/2024\/07\/world-768x376.jpg 768w\" sizes=\"auto, (max-width: 1000px) 100vw, 1000px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">In November 2017, a major studay by Smartling, surveying top marketing decision-makers across the USA, the UK, Germany, and France, highlighted a truth I see every day in my work. <strong>Localization is the engine of global expansion<\/strong>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">What is localization?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Forget dry dictionary definitions. Localization is the art of making your message\u00a0<strong>meaningful\u00a0<\/strong>to the person reading it.<br><br>It\u2019s not just about adapting date formats or converting currencies. It\u2019s about understanding cultural codes, local values, humor, and even taboos. It\u2019s ensuring your tone resonates with the daily reality of your audience.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Take Coca-Cola\u2019s famous \u201cShare a Coke\u201d campaign. They didn\u2019t just translate the slogan. They replaced the logo with local first names and terms of endearment specific to each country. They\u00a0<strong>localized the emotion<\/strong>, not just the text.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"300\" height=\"150\" src=\"https:\/\/sjscribe.com\/wp-content\/uploads\/2024\/07\/PartagezUnCocaCola-300x150-1.jpg\" alt=\"\" class=\"wp-image-1845\"\/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">Why Ignoring Localization Is a Major Risk?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">The numbers are undeniable, but behind every percentage lies a human behavior:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Only <strong>25%<\/strong> of daily internet users worldwide are English native speakers<strong> <\/strong>(<a href=\"http:\/\/www.internetworldstats.com\/stats7.htm\" target=\"_blank\" rel=\"noreferrer noopener\"><em>Internet World Stats<\/em><\/a><em>\u00a02017<\/em>). Ignoring the remaining 75% means turning your back on the majority of your potential customers.<\/li>\n\n\n\n<li><strong>90% <\/strong>of European internet users prefer to browse websites in their own language\u00a0(<a href=\"http:\/\/ec.europa.eu\/commfrontoffice\/publicopinion\/flash\/fl_313_en.pdf\" target=\"_blank\" rel=\"noreferrer noopener\"><em>European Commission survey<\/em><\/a>)<\/li>\n\n\n\n<li>Even if English is the most frequently used foreign language in the EU,\u00a0<strong>42% <\/strong>of internet users said they would never buy products if the descriptions are not in their language (<a href=\"http:\/\/ec.europa.eu\/commfrontoffice\/publicopinion\/flash\/fl_313_en.pdf\" target=\"_blank\" rel=\"noreferrer noopener\"><em>European Commission survey<\/em><\/a><em>).<\/em><\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Language is not just a communication tool: it is a trust signal. As Common Sense Advisory noted,\u00a072%\u00a0of consumers are more likely to buy if information is presented in their native tongue.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"300\" height=\"188\" src=\"https:\/\/sjscribe.com\/wp-content\/uploads\/2024\/07\/EU-survey-languages-300x188-1.png\" alt=\"\" class=\"wp-image-1847\"\/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">The Concrete Benefits of Localization<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Localizing your content sends a message of respect to your customers. It says:\u00a0<em>\u201cI understand you, I am at home in your market, and I took the time to adapt to you.\u201d<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The results are direct:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Better User Experience:\u00a0Visitors stay longer and understand your offer better.<\/li>\n\n\n\n<li>Higher Engagement:\u00a0Conversing on social media in your audience\u2019s native language creates a real connection, not just a transactional one.<\/li>\n\n\n\n<li>Sales Growth:\u00a074% of marketing decision-makers confirm that localization is a genuine revenue driver.<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"300\" height=\"271\" src=\"https:\/\/sjscribe.com\/wp-content\/uploads\/2024\/07\/localization-measurement-300x271-1.png\" alt=\"\" class=\"wp-image-1849\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">But there is a less visible yet crucial benefit:\u00a0safety. A joke that is funny in France can be a grave offense in Japan. A playful campaign in the US might seem inappropriate in Germany. Localization acts as a cultural filter that protects your brand from costly misunderstandings.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">No Localization: The Cost of &#8220;Good Enough&#8221;<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">You likely recall the translation \u201cfails\u201d that cost major brands millions and have durably hurt their credibility: Mango\u2019s \u201cSlave\u201d jewlery in France, Coors\u2019 slogan\u00a0<em>\u201cTurn it Loose\u201d<\/em>\u00a0translated crudely in Spain, or Pepsi promising to \u201cbring your ancestors back to life\u201d in China.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">These weren\u2019t just accidents. They were symptoms of an approach that separates translation from cultural context. They illustrate perfectly why it is dangerous to settle for literal translation or automation without human expertise.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">These examples illustrate the importance of:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Analyzing the cultural and legal environment before translating a content.<\/li>\n\n\n\n<li>Choosing your language provider carefully. Your partner must take responsibility, question the content, reasearch the context, and more importantly, be familiar with your target market.<\/li>\n\n\n\n<li>Aiming for Excellence, Not Minimums:\u00a0Because your words are the face of your company, they deserve more than a simple linguistic conversion. They deserve to resonate.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><br>So, are you ready to stop viewing localization as an expense, and start seeing it as the heart of your international strategy?<\/p>\n","protected":false},"excerpt":{"rendered":"<p>In November 2017, a major studay by Smartling, surveying top marketing decision-makers across the USA, the UK, Germany, and France, highlighted a truth I see every day in my work. [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":1854,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"_uag_custom_page_level_css":"","_monsterinsights_skip_tracking":false,"_uf_show_specific_survey":0,"_uf_disable_surveys":false,"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[34],"tags":[],"class_list":["post-1844","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-translation"],"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- All in One SEO 5.0.1.1 - 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