language services

The Impact of Localization

Whether you are a business owner or consumer there are many advantages to the translation service known as localization. Localization is the adaptation of a product, service, website and marketing material to a particular language, culture, and desired local and overall aesthetic. In today’s society filled with diversity, defining and targeting a demographic in order to sell a product or service is extremely beneficial to both business owners as well as consumers alike. Localization originated because of diversity and it is now possible to create that personal experience every business owner wants to give their customers by allowing their marketing message to be conveyed in a language that is understood by the audience they are targeting. The process of localization starts with hiring a professional translation company such as Niki’s Int’l Ltd., whose project management team has years of experience working with content and images to transform a company’s website and marketing materials into a completely new and exciting localized platform. Their highly skilled translators work side-by-side with professional graphic artists and website designers to create a high quality, impactful website and marketing message that combines your vision with your target market’s local culture and language.

Business Side of Localization:

Owning and running a business is a lot of work and it is hard to find a strategy that can give you a competitive edge. Expanding your business and marketing to people who speak a different language can really broaden your outreach and allow your business to grow in ways that you may have never thought possible. Deciding to localize in order to accommodate potential customers can help your business grow locally as well as globally. A connection is created, enhancing the value of your products or services through localizing your website and marketing materials. Catering to clients that fit a strategic consumer profile allows them to know that you are aware of local history, language particularities, culture and traditions.

For example, if your business sells a product, your language service provider (LSP) would perhaps need to localize the brand name, packaging and labels along with the advertisements for this product to accommodate the language, region and culture of your target market. Local consumer demand varies from place to place and it is imperative that you hire a LSP, because they have skilled translators with regional knowledge that will allow them to pick up and play on cultural details and nuances in order to sell your product to a diverse market. Hiring a LSP can also save you money and potential brand embarrassment due to words or messages getting lost in translation. Niki’s Int’l Ltd. has a network of highly skilled and professional translators with the experience required to ensure that your website and marketing material is translated in order to convey the original message intended from the source language into the target language. Most businesses start with the localization of their website since it can be accessed by people from all over the world, “The Benefits of Localizing Your Website,” describes the overall advantages that are gained by the process of localization. With 89% of internet users outside of the United States, there is an abundance of people that are not being reached that can be converted into clients and/or sales by the localization process. Many large and small business do not take the additional step to accommodate other common languages spoken America, localization can set you apart from your competition and broaden the number of people your message reaches. Wanting to modify your products, services, website or marketing materials to appeal to other markets can only boost your sales and create a trusted relationship with your customers. When a customer is catered to and is happy with the product or service they purchased they then in turn tell their friends and family members, potentially helping you to gain even more business.

Consumer Side of Localization:

Viewing the advantages of localization from the consumer side is a bit different, the overall appeal is that it provides a better service and user experience. When a business makes the effort to communicate with their target market in their native tongue, it allows the customer to know that the business was willing to go the extra mile in order to cater to and win their business. When a person is out shopping or perhaps shopping online they want an easy and simple experience, being able to read the content on a website or packaging in a store is imperative when making a purchase. If a customer is flustered due to the fact that they can not understand or read content regarding a purchase then they will quickly abandon any thought they had of buying anything and move on to the next company that is willing to accommodate their needs. Consumers want to be made to feel comfortable and localization extends comfort and ease in order to create the user experience that will transition potential customers into actual buyers and hopefully returning customers.

Niki’s Int’l Ltd. is a WBENC-Certified Women Business Enterprise with 20 years of language service experience. A global network of highly skilled translators and interpreters are available 24 hours a day, 7 days a week for on-site, telephonic and video remote interpretation services. Our linguists are available in over 350 languages and dialects, and our network includes certified translators and interpreters. Our work is guaranteed with a $1 Million Errors & Omissions policy, so that you can be confident that your project will be completed with the highest level of quality and professionalism within the field. For more information contact us at 1-877-567-8449 or visit our website at


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