Globalisation in recent years has created fantastic opportunities for companies to enter more new markets all over the world. Recent research has shown that those companies whose websites have been translated too literally or simply without taking into account local cultures and language variations are not performing as well as those who have embraced the idea of localising content according to the target audience.
Globalization and Localization Association (Gala) states that:
- “56.2 percent of consumers say that the ability to obtain information in their own language is more important than price. (Common Sense Advisory, Can’t Read, Won’t Buy: Why Language Matters on Global Websites, 2014)
- 95 percent of Chinese online consumers indicate greater comfort level with websites in their language. (Forrester Research, Translation and Localization of Retail Web Sites, 2009)”
Why Use Transcreation?
It makes business sense to use translators who are also specialists in transcreation, meaning translating the core message of the source material while creating content that is relevant and relatable to the readers and customers of the target country or local area. Transcreation makes it possible for companies to create a genuine connection with their target audiences.
Translators who specialise in transcreation create content that carries the overall message of the brand without word-for-word translation that would put potential customers off. They have the inside knowledge of the local culture, slang and subtle differences in how someone would search for something online.
One example of this is the extent of variation between the English that is spoken in the UK and the English spoken in the US. The differences go far beyond spelling and obvious vocabulary preferences, such as the “s/z” in verbs like “specialise / specialize” or “petrol / gas station”. Many British idioms can be confusing for American English speakers, and vice versa. Even subtle lifestyle and cultural variations can make a huge difference in whether a potential customer would trust the brand.
Furthermore, regional differences often exist in the same country, such as a “bap” in the South of England compared to a “barm” in the North, or “supper” as opposed to “dinner” or “tea”. An expert translator would know if this is relevant to the brand they are working for, and will ensure that it is reflected in their translation.
What About Translating Keywords?
There is another advantage in making your website as localised as possible. Research shows that keywords that are translated without taking into account regional variations can completely miss the mark, resulting in significantly fewer hits when customers search for a service that your company provides. Additionally, poorly translated company names, logos and slogans can lead to long-term losses, as it happened in the case of HSBC Bank when they mistranslated their US slogan “Assume nothing” as “Do nothing” when rolling out their campaign in several non-English speaking countries. The company had to spend $10 million on re-branding.
In the following example, a translation of ‘thermal spa baths’ into Albanian would be “banjot termale spa” but a mother-tongue Albanian translator who knows the local culture would translate it as “llixha” (pronounced “lleja”). If you used the non-localised translation “banjot termale spa” as your keyword, you would get very few hits, since everyone would be searching for “llixha” instead. At the same time, If you were to search for “llixha” on Google Translate, you would have no results as this is a local word and only a translator who is familiar with the local culture would know it.
As you can see, localisation is essential when expanding your business into new areas and countries and can mean the difference between success and failure at engaging local audiences. Simply translating your website into another language without localising your content won’t cut it. As the world becomes more connected, businesses that respect and embrace local cultures are the ones that succeed.
By Maia Nikitina
