Localization is the process of adapting a product or service to meet the needs and preferences of a specific market or audience. Localization involves not only translating the language, but also adjusting the content, design, functionality, and cultural aspects of the product or service to suit the local context and expectations. Localization can help businesses reach new customers, increase sales, enhance customer satisfaction, and build brand loyalty in different markets and regions.
However, localization is not a one-size-fits-all solution. Different industries have different requirements, challenges, and opportunities when it comes to localization. Therefore, businesses need to adopt an industry-specific localization approach, which takes into account the unique characteristics, standards, and best practices of each industry. In this blog, we will look at the benefits of industry-specific localization for four major industries: healthcare, e-learning, gaming, and e-commerce.
Healthcare
Healthcare is a highly regulated and sensitive industry, where accuracy, quality, and compliance are essential for ensuring patient safety and satisfaction. Localization in healthcare involves not only translating medical documents, such as patient records, prescriptions, consent forms, and instructions, but also adapting medical devices, software, websites, and apps to meet the local regulations, standards, and preferences of each market. Localization in healthcare can provide several benefits, such as:
Improving patient outcomes: Localization can help improve patient outcomes by providing clear, accurate, and consistent information and communication in the patient’s preferred language and format. For example, a study by the American Medical Association found that patients with limited English proficiency had a 50% higher risk of adverse events than patients with proficient English. Localization can help reduce this risk by ensuring that patients understand their diagnosis, treatment, and follow-up care and that they can communicate effectively with their healthcare providers.
Increasing market access: Localization can help increase market access by enabling healthcare providers and manufacturers to comply with the local regulations, standards, and certifications of each market. For example, the European Union’s Medical Device Regulation (MDR) requires that medical devices and their accompanying information be translated into the official languages of the member states where they are marketed. Localization can help meet this requirement by providing accurate and quality translations of medical device labels, manuals, and software.
Enhancing brand reputation: Localization can help enhance brand reputation by demonstrating a commitment to quality, safety, and customer satisfaction in each market. For example, a survey by Common Sense Advisory found that 75% of consumers prefer to buy products in their native language, and 60% rarely or never buy from English-only websites. Localization can help cater to these preferences by providing a user-friendly and culturally appropriate experience for customers in different languages and regions.
Example: We recently worked on a large Dubbing Project for Manipal Hospitals, wherein we were responsible for transcribing, translating & dubbing their medical videos into various Indian languages. These videos contain information like symptoms, care procedures, and other relevant information on very specific diseases. They are trying to educate the masses through these, as they are published on YouTube.
E-learning
E-learning is a fast-growing and dynamic industry, where innovation, engagement, and personalization are key for delivering effective and enjoyable learning experiences. Localization in e-learning involves not only translating e-learning content, such as courses, modules, quizzes, and assessments, but also adapting e-learning platforms, tools, and media to meet the local learning objectives, styles, and preferences of each audience. Localization in e-learning can provide several benefits, such as:
Improving learning outcomes: Localization can help improve learning outcomes by providing relevant, clear, and engaging content and communication in the learner’s preferred language and format. For example, a study by the University of California, Irvine found that students who received instruction in their native language performed better than students who received instruction in English on math and science tests. Localization can help achieve this result by ensuring that learners understand the concepts, terminology, and examples and that they can interact effectively with the instructors, peers, and feedback.
Increasing learner retention: Localization can help increase learner retention by providing customized, interactive, and immersive learning experiences that suit the local culture, context, and expectations of each audience. For example, a study by the University of Maryland found that cultural customization of e-learning content increased learner motivation, satisfaction, and retention. Localization can help facilitate this customization by adjusting the content, design, functionality, and media of e-learning products to reflect local values, norms, and preferences.
Expanding learner reach: Localization can help expand learner reach by enabling e-learning providers and developers to access new markets and audiences with different languages and backgrounds. For example, according to Statista, the global e-learning market is expected to reach $370 billion by 2026, with the highest growth rates in Asia, Africa, and Latin America. Localization can help tap into this potential by providing accessible and appealing e-learning products and services for different regions and demographics.
Example: Voice-overs are often used in online training on websites like ByJu’s, Unacademy, and many more The educational content is first created in a base language, and then voice-overs in various selected languages are recorded so that it can be accessed by people from different regions, speaking different languages.
Gaming
Gaming is a highly competitive and creative industry, where fun, immersion, and emotion are essential for attracting and retaining players. Localization in gaming involves not only translating gaming content, such as dialogues, texts, menus, and instructions, but also adapting gaming elements, such as graphics, sounds, characters, and gameplay to meet the local tastes, trends, and expectations of each market. Localization in gaming can provide several benefits, such as:
Increasing player engagement: Localization can help increase player engagement by providing compelling, authentic, and enjoyable gaming experiences that resonate with the local culture, context, and preferences of each market. For example, a study by Newzoo found that 53% of gamers prefer to play games in their native language, and 35% of gamers are more likely to spend money on games that are localized. Localization can help satisfy these preferences by ensuring that the game’s story, dialogue, humor, and references are relevant and appealing to the local players.
Boosting player loyalty: Localization can help boost player loyalty by demonstrating respect, appreciation, and understanding of the local players and their feedback. For example, a study by the Entertainment Software Association found that 54% of gamers consider customer service and support as important factors when choosing a game. Localization can help improve this service and support by providing clear, accurate, and consistent information and communication in the player’s preferred language and format.
Growing player base: Localization can help grow player base by enabling gaming companies and developers to reach new markets and audiences with different languages and cultures. For example, according to Statista, the global gaming market is expected to reach $256 billion by 2025, with the highest growth rates in Asia-Pacific, Middle East and Africa, and Latin America. Localization can help capture this growth by providing accessible and attractive gaming products and services for different regions and segments.
Example: Localization for “The Witcher 3: Wild Hunt” is so good that it could pass as a locally created game instead of an adapted one in some markets. The localization producer hired to help produce high-quality translated content for various markets was so devoted to the localization process that they temporarily moved to the country where the game was being developed for a more authentic localization result. Since The Witcher is an RPG, it requires more translation, including voiceovers. It has been highly regarded for its voice-acting for each translated version.
E-commerce
E-commerce is a rapidly evolving and diverse industry, where convenience, trust, and satisfaction are key for converting and retaining customers. Localization in e-commerce involves not only translating e-commerce content, such as product descriptions, reviews, and checkout pages, but also adapting e-commerce features, such as pricing, payment, shipping, and customer service to meet the local regulations, standards, and preferences of each market. Localization in e-commerce can provide several benefits, such as:
Improving conversion rates: Localization can help improve conversion rates by providing relevant, clear, and persuasive content and communication in the customer’s preferred language and format. For example, a study by Common Sense Advisory found that 74% of consumers are more likely to buy a product if the information is in their native language, and 55% of consumers only buy from websites in their native language. Localization can help increase these chances by ensuring that customers understand the product features, benefits, and value proposition and that they can communicate effectively with the seller.
Enhancing customer satisfaction: Localization can help enhance customer satisfaction by providing customized, seamless, and secure shopping experiences that suit the local culture, context, and expectations of each market. For example, a study by PwC found that 59% of consumers consider personalization as an important factor when shopping online, and 42% of consumers are willing to pay more for a friendly and welcoming experience. Localization can help deliver this personalization and experience by adjusting the content, design, functionality, and media of e-commerce products and services to reflect local values, norms, and preferences.
Expanding customer reach: Localization can help expand customer reach by enabling e-commerce companies and sellers to access new markets and audiences with different languages and backgrounds. For example, according to Statista, the global e-commerce market is expected to reach $6.5 trillion by 2023, with the highest growth rates in Asia, Africa, and Latin America. Localization can help tap into this potential by providing accessible and appealing e-commerce products and services for different regions and demographics.
Localization is the process of adapting a product or service to meet the needs and preferences of a specific market or audience. Localization can help businesses reach new customers, increase sales, enhance customer satisfaction, and build brand loyalty in different markets and regions. However, localization is not a one-size-fits-all solution. Different industries have different requirements, challenges, and opportunities when it comes to localization. Therefore, businesses need to adopt an industry-specific localization approach, which takes into account the unique characteristics, standards, and best practices of each industry. In this article, we explored the benefits of industry-specific localization for four major industries: healthcare, e-learning, gaming, and e-commerce. By following an industry-specific localization approach, businesses can ensure that their products and services are relevant, engaging, and accessible to their target markets and audiences.
Source: 1. Forbes.com 2. Phrase.com 3. Tridindia.com
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