Language localisation is the process of adapting an existing product into another language. It is different from just simple translation because it requires a study of the culture of the target market in order to transform the product or content into the needs of the foreign target market.
It is often done in countries where people speak the same language but have different dialects. For instance, an idiom might not have the same meaning in American English and British English.
Accent is irrelevant on paper, but this can be a problem when using an app to translate conversations when meeting with a client in person. Some countries also have different dialects that can confuse the tool as well. This is why there is still a need for a personal translator to interpret the conversation.
Online translation tools only give the user a rough idea behind the meaning of a phrase or sentence. It can’t interpret what the original phrase or sentence wants to convey. On the other hand, a human translator will be able to take the sentence, consider its context, and give an accurate translation.
Multinational companies that want to attract more global customers are likely to have their content translated into the language of the target market. Companies that want to be taken seriously will employ the services of a translation agency to localise their website content.
Localisation is a more complex process compared to direct translation. A localised content conveys the main message of the original text, but it is written in a manner that will appeal more to the reader. It will make a multilingual site more likeable to local visitors.
With localisation, a company can avoid saying things that might be controversial in other languages. This is important in marketing. One mistake can make or break the success of a marketing campaign.
Translation agencies often provide localisation services as well. It would be good if the same company can provide a personal interpreter and do the localisation of the website. There are some global businesses that hire a local copywriter in order to take the content and write it in another language from scratch. This process is a bit more expensive than just plain translation.
Google Translate might be a good online tool to get to know what other people want to say, but it will be bad for companies to rely on it to do businesses in other countries. You need a localisation service in order to have quality content in your multilingual website.