If you look at the term, global localization is a mix between globalization and localization. The best localization companies in the world describe this term as a company’s ability to distribute a product globally but personalizing it to a certain point so that it fits on the local market as well. 1- Using market specific terminology. Whenever one of the biggest translation companies in the world takes on a new localization project, their biggest challenge is adapting to the specific market terminology. Even though they have translators proficient in all the possible languages of this world, this is sometimes not enough. The best way to overcome this challenge is to always choose translators living in the country where you want to launch the product. 2- Measuring the translation quality. International localization means much more than just translating the product’s description and marketing campaigns. The localization strategy in companies includes first a testing period. Based on the results obtained after the test campaign, you might need to reconsider some translations and even remove others. Even though the mistakes have been correct, translators should permanently research on local expressions and adjust their texts accordingly. 3- Improper research. Even though we are talking about a global product, this doesn’t mean that it will be successful in each country it will be launched. Therefore, a deep research is necessary. You need to determine who is your target audience, what are their top interest, and what needs they need to be fulfilled. That means that you need a proper communication with the business owner and receive this information from his side. 4- Not enough communication. Most business owners are too busy in developing their business and prefer to use email communication to talk to their translators. However, even though it is easier to communicate via email, translators need to understand the business’ vision, strategy, and target audience. Then, base on their experience and own research, they will be able to adapt the business message to the local audience. 5- Glossary of terms. Localization will bring the expected results if the message is transmitted in the right way and to the right people. As each community is different and has different expectations, translators need to find the common language to meet their expectations. Therefore, creating a glossary of terms and phrases can make the difference during the localization process. However, to be able to develop a proper glossary of terms, translators need to actively communicate with the business owners and understand their needs and expectations.
