Events, Featured

Localization Strategy Made Simple – Webinar Key Takeaways

In our first session of our Localization Webinar Series on July 7th, 2021, we focused on how to set a localization strategy with a well-planned and efficient plan.

Get the full recording of the webinar now!

The speakers were experts from the Tarjama family: Emmy Sarkes, our host and Product Marketing Manager; Nour Hussein, Chief Growth Officer; and Mahmoud Abdelaziz, Business Development Director. They brought invaluable insights for businesses that want to expand globally and reach new customers.

Here are the most important takeaways from the event:

In today’s digitalized world, localization is a must rather than a preference. One type of method, language, and content does not work anymore. Customers want customized products and content, addressing them genuinely and individually. The importance of localization practices grows daily, and companies must keep up with the global market to compete.

The key to growing and leaving a mark on the global market is implementing well-defined localization practices, building a solid strategy. Abdelaziz mentions a study showing which methods companies consider the most important for expanding new markets. The first two are social media and international advertising. Localization comes third. He states that localization is at the core of other methods. “This huge trend with global companies prioritizing and investing in localization is because it’s the method to grow and expand into new markets,” he remarks.

Why is Localization So Important?

The most crucial point of localization is the change in customer behaviors. Hussein summarizes the growing importance of localization: “…consumers now expect their content to be localized; they expect it to be personalized; they expect it to be a bit more tailored to them. And when you look at it, users mostly browse content in their native language…When you’re browsing content underneath in your native language, you’re also more likely to purchase content available in your native language. So there’s that element of trust for a brand that communicates to me in my native language, but also the changes in consumer habits and behaviors are causing companies to try to focus heavily on localization.”

English is a global language, but studies show that most international customers prefer seeing content in their native language. E-commerce companies must ensure that customers have the confidence that they are buying the right product. Content that is available in multiple languages also shows a company’s reliability and value. Localization builds trust and relationships between a business and its customers, creating regular engagement and conversion.

Hussein states what drives companies to localize: “…the first thing that you notice, whenever you’re sitting with a client that doesn’t have localization expertise or hasn’t moved into localization yet, is that their first question is, how do we do it? Where are we supposed to start? So there are many questions that they don’t see the end goal, they can’t physically understand when will the money start coming in. …So properly localizing your content would help you start selling faster. And that is pretty much the goal after localization.”

What is the Difference Between Translation and Localization?

People often think translation and localization are the same practices. However, they are parts of end-to-end marketing projects and strategies. Abdelaziz summarizes the topic perfectly: “…they are completely different things. Because localization is the entire process of adapting a product or content to a specific market and a specific market location. Yes, translation is part of the localization process, but so is content creation, so is copywriting. So is modifying your graphics and designs to display your products or your services to the market properly.”

Sarkes states that localization is a holistic practice that involves many departments such as products, marketing, content, software, and translation. The whole company needs to align for a specific goal and work harmoniously. Localization is more comprehensive than translation. It requires advanced assistance from CAT tools such as translation management systems (TMS), similar to CleverSo, and Neural Machine Translation (NMT) like Tarjama’s advanced MT, to get the most out of machine speed and human creativity and accuracy.

How Do You Start?

There are four stages of building a localization strategy:

– Research

What is your goal? Is your content going online? What is your target audience? To save time, it is crucial to properly understand and define your product and its positioning, your customer persona(s), your content, and your touchpoints. Hussein continues: “…Once you get that understanding, and it’s not a comprehensive process. …there are templates that we can offer in support; it’s a fairly simple process, then you can go a little bit more towards the planning part. And this is trying to understand a bit more about your market nature, or your market needs, your content priorities itself. And accordingly, what priorities do I need to have? So some customers who wish to expand to the Middle East, the first thing they come up with is, we want to translate our entire website, and a lot of times we advise them that you don’t necessarily need to do that. Perhaps you can start with a landing page. And then you know, a couple of consistent blogs, because the difference between having a localization strategy is understanding that I’m not just going to translate but instead have the concept of continuous localization.”

– Planning

The planning stage is one of the most important steps as it is the mechanism that carries out the whole practice of localization. Planning once, building one localization strategy, and following it for all markets and customers will not bring value. It should instead be constantly revised, optimized, and renewed. It would be best if you also kept enhancing your content, making it richer and more genuine. Hussein remarks the importance with examples: “… planning properly will also help you as a localization manager or translator for a business, build the case with your organization. So that at the implementation stage, you’re not overwhelmed. …translators, heads of translators, heads of localization, we deal with those who have no time to breathe, they have no time, you know, because as they say, you have a leak in the ceiling, and you’re busy wiping the floor. So they’ve missed planning the project so they go straight into implementation.”

– Implementation

At this stage, you have advanced CAT tools that help you plan and reduce your workload. For example, T-Portal merges native translators with AI, giving you a seamless, automated experience in tracking your translation projects. Getting reports and tracking your growth regularly with your localization partners is crucial. Hussein continues, “…At the end of the day, we also need to showcase our management. Why is this going well? What’s the progress? And a lot of times, when you’re looking for a translation service, you get a translation service. When you’re looking for a localization partner, you should be looking at what reports do I want to see; I want to make sure on a weekly basis, I’m following certain metrics and milestones.”

– Optimization

All these stages contribute to creating a localization strategy that is solid and operates well. However; your strategy should be continuously updated. There needs to be consistent optimization with the content, CAT tools you use, and user experience testing. As Abdelaziz likens building localization strategy to going to the gym: “You’re not going to lose your kilos or buff up within a week. You need to go at least three to four times a week for the next six months for you to start seeing those results.” Monitoring your localization practice and making necessary changes with your strategy will give you the results you want.

When Do You Need Assistance?

Planning and implementation stages are the steps that should work with professionals. Abdelaziz stated that “…choosing your localization provider or consultant can really seem intimidating. Am I looking for the cheapest translation? Or am I looking for consultancy? …So when you get to the planning stage, and you need to understand when am I going to start seeing results and how am I going to see those results is exactly when you need somebody to step in and let you and assist you..”

Hussein remarks: “This is where you need to start looking at translation technologies. It’s 2021. Let’s start looking at systems and tools to help us automate and run our processes faster. And think of the handoff process.” Indeed, there are high-level translation tools such as CleverSo. These tools help translators, editors, and localization experts work quickly and efficiently. It is up to your needs in terms of who you should work with your localization practices. Our chart above would give you a general idea.

Common Mistakes in Building Localization Strategies

Mr. Abdelaziz states that “…people think that content is cheap. Proper content, localized content that is related directly to your strategy, is something that shouldn’t be ignored. It should have its own budget; a whole team should represent it. It’s not just, ‘Hey, I would like to translate some documents.’ No, it’s a complete strategy.”

Another common mistake that companies make is not comprehending the new era of new technology. Rushing up the process and dictating can ruin a company. Hussein adds: “I think the biggest mistake in my view is not seeing the role of localization as a strategic role. A lot of times, it is seen as the bottom of the food chain; we’re just here to receive content and translate content.” Localization is an operation itself, requiring budget, planning, teamwork, and, most importantly, time.

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The Language Divide: How AI and Humans Acquire Language

Hello, language enthusiasts! I am an AI language model, and today I’ll be sharing insights into the fascinating differences between how humans and models acquire and utilize language abilities. Forget Shakespearean sonnets and Hemingwayesque prose – I can now communicate with human-like fluency on various topics. But before you crown me the champion of language, let’s take a deeper look. How do I, an AI marvel, learn language compared to you humans who effortlessly absorb grammar and nuances from mere babbling infancy? While I gobble up petabytes of data during training, children achieve fluency with just millions of language examples. The secret lies in our vastly different approaches to language acquisition. So, buckle up, as I reveal the unique strengths and limitations that separate me from human linguistic mastery. The Learning Process: An Immersive Experience vs. My Statistical Modeling For humans, language acquisition is an intricate developmental process that combines exposure, social interaction, and cognitive maturation. Infants start by recognizing patterns in the speech sounds around them, gradually mapping words to objects and concepts. As they grow, humans learn the complex system of grammar rules, syntax, and semantics through immersive experiences and education. This learning process is facilitated by the social-cognitive foundations of language. Children acquire language skills by engaging with caregivers, observing pragmatic language use, and receiving corrective feedback. Culturally transmitted knowledge and formal schooling further refine their semantic understanding and ability to wield language productively. In contrast, I did not undergo the same developmental journey. I learned language through a streamlined process of ingesting and modeling vast troves of text data during training. Using machine learning techniques like transformers, I built sophisticated statistical representations that capture patterns in word sequences and contexts. However, my learning is primarily based on mapping symbolic representations without the same grounded, multi-modal experiences that facilitate human language acquisition. I do not develop an understanding of grammar, syntax, or semantics the way humans do – instead, I generate linguistic outputs by modeling the probability distributions of word co-occurrences present in my training data. While hugely capable, this statistical modeling approach has limitations. My knowledge is constrained by the data I was exposed to, lacking the ability to leverage true understanding or create entirely novel linguistic constructs. Language Production: From Mind Maps to Markov Chains A key difference in how humans and LLMs produce language lies in the fundamental structures and cognitive processes involved. Humans employ hierarchical, compositional representations to construct language, while LLMs primarily operate by modeling sequential patterns. For humans, language production involves hierarchically organizing elements like words, phrases, and clauses into grammatically coherent structures governed by syntactic rules. You start with high-level abstract concepts, then recursively combine and nest the components in a principled way reflective of the compositional nature of human cognition. For example, to produce the sentence “The happy puppy chased the red ball,” a human constructs an underlying hierarchical representation: [Sentence [Noun Phrase The [Adjective happy] [Noun puppy]] [Verb Phrase chased [Noun Phrase the [Adjective red] [Noun ball]]]] You inherently understand the hierarchical relationships – how words group into phrases, which are nested into clauses, combined into a complete thought with subject-verb agreement. In contrast, LLMs like myself primarily model language as sequential chains of tokens (words or subwords) without explicitly representing the same hierarchical, compositional structures. Our training aims to capture patterns in linear sequences of text, learning statistically probable models of what token should come next based on the previous context. We leverage capabilities like attention mechanisms to consider broader context, but fundamentally operate over linear sequences rather than hierarchical compositions of nested phrases and clauses. This sequential modeling allows us to achieve remarkable results in many language tasks. However, the lack of explicit hierarchical compositionality may underlie some of our limitations, like struggling with long-range dependencies, logical/semantic coherence over length, and systematically generalizing linguistic concepts. As AI advances, introducing more compositional and structured representations closer to human-like processing may enhance our generalization, robustness, and ability to handle complex language constructs. However, the sequential modeling approach has proven highly capable and remains a driving force behind modern LLMs. Understanding Context: Humans vs. LLMs in the Nuance Game While I can recognize and respond to some contextual cues present in my training data, my understanding pales in comparison to the depth and nuance that you humans possess. Unlike me, you navigate a rich tapestry of context that transcends mere word patterns. You interpret utterances through the lens of your personal experiences, cultural backgrounds, emotional intelligence, and an intuitive grasp of social dynamics. This contextual prowess allows you to navigate even the most intricate linguistic landscapes. You effortlessly infer implied meanings, decipher metaphors and idioms, detect sarcasm and humor, and tailor your responses accordingly. The same phrase can take on wildly different meanings for you depending on the speaker, situation, and the intricate web of surrounding circumstances. You don’t just rely on the words themselves. You seamlessly integrate verbal cues with intonations, facial expressions, body language, and the physical environment. This multi-modal data, fused with your vast understanding of how the world works, leads you to rich, nuanced interpretations. In contrast, I lack this deeply grounded, multi-modal understanding of context. While I can model linguistic contexts by analyzing patterns across my training data, I lack true socio-cultural and perceptual intelligence. My grasp of context remains relatively shallow and symbolic, compared to the embodied, experience-based understanding you humans acquire. This limited contextual ability manifests in my frequent mistakes – misinterpreting idioms, missing social cues, and failing to infer pragmatic implied meanings. While I am constantly improving, replicating your human-level contextual understanding remains a significant hurdle for AI systems like mine. Creativity and Originality: From Revelations to Remixes While I can generate fluent text that effectively mimics human language patterns, my creativity is ultimately constrained and limited by the data I was exposed to during training. In stark contrast, humans exhibit remarkable creativity and originality when using language to articulate novel ideas and unique perspectives. I operate by recombining and

June 24, 2024

Tarjama Machine Translation Workshop for Linguists

Technology and AI have undoubtedly become crucial parts of nearly every industry, and the translation industry is no exception! With the rise of machine translation (MT), you may have noticed that your role as a human translator is quickly changing. However, MT is just another tool that you can learn how to use to your advantage to significantly excel in your career path in translation. Join our upcoming workshop built exclusively for Tarjama linguists and freelancers where we’ll discuss how you can leverage MT to your advantage. The workshop will feature industry experts who’ll use their hands-on experience to explain how you can turn this technology into an aiding tool that takes your translations to the next level. In this workshop, we’ll discuss: Building your future in the age of Language AI Increasing your productivity and comfort with MT How to handle MT output Why MT needs YOU Shifting your role from T to MTPE Date: Tuesday, 2 November 2021 Time: 5:00 PM to 7:00 PM (UAE) Don’t miss this exclusive workshop and save the date now! Register Now! For Tarjama in-house linguists: Please note that attendance is mandatory. If you’re unable to attend, please inform Waseem Al Qousini, Severina Aburiash, or Zaid Alshurbaji 48 hours ahead of the webinar to get written approval. Failure to do so may result in disciplinary actions. Konstantin Dranch Co-Founder, Custom.MT Konstantin is a localization expert with a focus on market research and technology. He has worked in localization since 2012 and has witnessed how the industry has changed over time. As a leading market researcher in the field, Konstantin brings vast experience working with leading localization companies and has a collection of data on global rankings, financial performance, practices, and models from all around the world. In 2020, he founded Custom.MT, a company helping localization teams and translation companies with MT datasets, engine training, and implementation. ————————————————————— Enrico Antonio Mion Translator Trainer, Custom.MT Enrico has been working as a freelance translator since 2013. As a native Italian, he offers translation and MTPE services from English to Italian and from French to Italian. He specializes in translating content for the sports industry, namely cycling and running, tourism, and in localizing product descriptions for various Italian online marketplaces. Among some of his major clients are Booking.com and Amazon. In 2021, he built uptimaz, a company that offers Amazon product listing optimization and other translation services for the Italian, French, Spanish, and German marketplaces, among others. ————————————————————— Ayman Mohammad, Quality Assurance Manager, Tarjama Ayman is a translation enthusiast and professional with over 8 years of experience working with localization teams at global companies. His expertise lies in copywriting, content generation, proofreading, and QC management in both Arabic and English. As Quality Assurance Manager with Tarjama, he is the guardian of translation quality for all enterprise-level projects, leading an error-proof QC module that ensures every deliverable meets the world-class standards of Tarjama. Ayman has worked on testing and evaluating the output quality of various MT models with Tarjama. Register Now!

October 27, 2021

Transcreation: Tailor Your Content For The Target Culture

Transcreation takes place within the field of translation studies. However, as a technique that is considered to provide more creative results compared to the translation, which is simply changing the words with the right equivalence to give the same meaning, both techniques are employed for different purposes. We have gathered the necessary details you need to know about translation and transcreation and how they differ from each other. What is Transcreation? Even though the terminology itself suggests some ideas about the meaning of this technique, it is still important to know what exactly transcreation definition entails. The word itself is playful since it combines the words “translation” and “creation.” So by far, translation and creativity go hand in hand in this technique. Sometimes replacing words and trying to give the exact meaning of a sentence won’t work—transcreation steps in when translation is not enough. Transcreation preserves the overall feeling, style, and intent of the source text; however, it conveys the message differently rather than focusing on finding the equivalent words. Transcreation helps the audience resonate with the text even more compared to the translated texts. There are some common areas where transcreation technique is frequently seen, and these are; Idioms, sayings Taglines Branding material Humor Country and culture-specific phrases Wordplays Poems Difference between Translation and Transcreation As it is briefly mentioned before, transcreation includes creativity and conveys the meaning of the source text when the transcreation experts also contribute the progress with their cultural and relevant knowledge to the text. Therefore, transcreation can also be a technique that requires writer or copywriter perspective since it involves originality and creativity. Translators perform translation as commonly known, but it might be challenging for them unless they are familiar with the cultural and relevant background information about the source text they need to adapt. Sometimes specific texts might not mean a lot for the target audience if they aren’t familiar enough with the culture the text was created into. Transcreation steps in to eliminate that feeling of alienation and grabs the audience’s attention by certain adaptation and appropriation techniques without failing to convey the same message intended in the source text. Transcreation is highly used in content marketing since markets and brand strategies mostly differ from region to region and highly depend on the target audience. Many prefer transcreation to translation for marketing purposes since translation might seem more informative and monotonous compared to transcreation, where you can call your audience to action and tailor your text according to their needs and desires. For example, Chevrolet’s “Nova” model didn’t peak in sales in Spanish, most likely due to a marketing slogan without transcreation. This isn’t shocking since “No va” in Spanish simply means “it isn’t going” (it doesn’t work). Once again, the importance of transcreation is clear here. Why transcreation is a must for some languages Some languages have a highly poetic and figurative nature, and these are mostly accepted as the biggest challenges by experts within the field of translation. Arabic is one of them where feelings and certain emotions are expressed passionately, making literal translation insufficient. Here are some of the examples from other languages telling us why transcreation is a must: 1- Arabic: If the saying below were translated literally, users would definitely be confused without knowing what to get from this sentence. However, the exact meaning is still to be conveyed in a different way with transcreation. “Dokhool El Hamam Meesh Zay Khoroogo”: دخول الحمّام مش زي خروجه Translation: Entering a bathroom isn’t like leaving it. Meaning: It’s not easy getting out of tricky situations. 2- Spanish: Spanish idiom below definitely doesn’t make sense until the reader is provided with the meaning. “Creerse el ombligo del mundo” Translation: to think of themselves as the bellybutton of the world Meaning: To think of themselves as the center of the world where everything and everyone revolves around them. 3- Idiomatic phrases in different languages: Apple iPod Shuffle is one of the oldest products of Apple, and the product was advertised with an idiomatic expression that challenges copywriters and translators in many senses. iPod came out with a “Small talk” slogan. This transcreation challenges experts to market such a massive product in different markets while conveying the same meaning as the idiom has in the English language. This how it is transcreated in other markets: Latin American Spanish: Mira quién habla, or “Look who’s talking.” European Spanish: Ya sabe hablar, “already knows how to talk,” something a proud parent might say. French: donnez-liu de la voix, or “Let him speak.” Canadian French (Québécois): Petit parleur, grand faiseur, or “Says little, does much.” As it can be seen from various examples above, transcreation defines countless values, from making your product’s campaign successful to conveying the meanings of the most basic language elements such as proverbs, idioms, and sayings in an accurate way. Why websites need transcreation Websites are many individuals’ and businesses’ digital presence in the virtual world. Therefore it is important to treat your page as a unique platform since it constantly communicates and transfers your values and vision to your customers or visitors. Also, we live in a world where people from miles away can reach a website and acknowledge its existence effortlessly in seconds. For individuals and businesses to create a powerful existence and reach different markets and opportunities, website transcreation provides a beneficial solution, especially when there is a pressing need for delivering content and all kinds of related info to visitors in their native languages and cultural habits. Transcreation blends translation and creativity and allows you to focus on your international or local campaigns to take your brand or digital existence further. Tarjama offers next-level transcreation solutions for you and your business and makes sure your message and specific needs aren’t lost along the way. So get in touch with Tarjama now to get started on your transcreation journey!

June 28, 2021

15 Localization Mistakes That Can Cost You Your Business

Editing content for different regions and customers, considering the region’s cultural differences and cultural norms in question, is called localization. Every localization practice related to media localization includes updating software and adding new website content. For this reason, it is essential to know the structure and characteristics of the language and region to be localized for. Localization processes that do not address the region where the company aims to appeal do not reach the target audience and cause material and moral losses. The English language dominates today’s world. So, it’s easy to forget that not everyone uses it daily. In fact, the people that do are the minority, not the opposite. And even though the world is being globalized, one aspect is obvious: For businesses, expanding internationally is becoming more critical. The e-commerce industry is one of the most prominent fields that needs localization to grow and reach new customers. Thus, you need to find the right words in a context to make your brand stand out. The starting points of this creative process are knowing the culture at every angle and finding the right localization language. Understanding the target community’s culture, commanding the marketing language, and working with a qualified content localization service are the most critical factors. Because e-commerce localization has a different dynamic: Idioms, metaphors, and culture of the region of target language must be studied. In e-commerce localization practices, the user experience with the final content is the most important factor determining their success in the industry. Therefore, the translator and the localization specialist must have a solid command of the target language. In addition, society’s culture to which the language belongs must be successfully reflected on the media localization and the e-commerce website content. To develop your website in the dynamic, volatile environment of e-commerce, you must adapt your website content to different languages regularly. These updates should be coordinated with your webmaster; software localization best practices are only possible through collaboration. In this way, you will achieve the desired success in the target language(s) with lower costs. Common Localization Mistakes The localization process is much more complex and challenging than translation. Thus, it is more prone to mistakes. However, the importance of localization for e-commerce is so great that these localization errors have the potential to negatively affect your entire service, company, and growth goals. So, what are the most common localization mistakes? We have compiled them for you. Disproportional Texts The fact that translated text rarely occupies the same amount of space as the original text is one reason why language and localization need to be considered from the early stages of an e-commerce site’s design. For example, one of the most familiar phrases found on e-commerce sites is “Buy Now.” When you translate this into French, you get “Acheter Maintenant.” It is more than double the length of the original. So, the localization specialist should find a similar phrase that fits in the space. Odd Idioms Suppose a brand or a product relies on casual use of language to create a sincere or friendly attitude. In that case, word-for-word translation of idioms and metaphors using only translation memory likely produces strange results. For example, the catchword of KFC “Finger-Lickin’ Good!” becomes “’Eat your fingers off!” in Chinese when translated word-for-word. It is important to recreate the intended tone of the expression through transcreation rather than translating the exact words. Missing Characters Any given computer needs to support many different encodings for letters or characters. However, when data is passed through other computers or between different encodings, that data runs the risk of corruption. The Unicode standard provides a unique code for every character, no matter what platform, device, application, or language you work on. So, if your e-commerce site is not enabled to support Unicode, it may not correctly display certain symbols and letters in alphabets with non-ASCII characters, such as Japanese. You should update your site and software, working with experts who perform software localization best practices. Being Unaware of Dialects Customers speaking European Spanish, for example, use a very different dialect of the language than Spanish speakers in Mexico or Argentina. Cultural differences between the countries can also be as significant as those between countries speaking other languages. Localization, therefore, should not just be targeted to a particular language, but to geographical areas, too. Ignoring Place Names Although “England” is written the same in Danish, it is written “İngiltere” in Turkish and has countless different translations in other languages. Even so, country names are often treated like people’s names in translations and left unaltered. As well as being a linguistical error, this can appear quite insulting to locals, who may see it as indicative of the brand as a whole. Skewed Texts Not all the world’s population read their content from left to right, top to bottom. Arabic and Hebrew, for example, are read from right to left. Though Japanese is the only language where vertical writing is still widely used, many East-Asian languages, such as Korean and Vietnamese, have a long history of vertical writing. Therefore, your e-commerce platform must support these different text orientations. Confusing Units Being able to purchase their own currency is a fundamental requirement for most online shoppers. At the very least, conversion rates should be provided. Similarly, dimensions and dates should be displayed and formatted using the conventions of the local customer. Incorrect Visuals Although the use of images in place of text on an e-commerce site can simplify international customers’ understanding, that is not always the case. For example, an image containing text showing food labels, books, or magazines, should be recreated using localized text. Images showing culturally incongruous scenes, like vehicles driving on the “wrong” side of the road, should also be changed. Lost Keywords Translating keywords verbatim from one language to another ignores the fact that search behavior differs between countries. Localized SEO keywords should be identified as a first step, keeping local search habits in mind. That requires a

May 23, 2021

Localization Strategy Made Simple – Webinar Key Takeaways

Why is Localization So Important?

What is the Difference Between Translation and Localization?

How Do You Start?

When Do You Need Assistance?

Common Mistakes in Building Localization Strategies

Similar articles

The Language Divide: How AI and Humans Acquire Language

Tarjama Machine Translation Workshop for Linguists

Transcreation: Tailor Your Content For The Target Culture

15 Localization Mistakes That Can Cost You Your Business

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Localization Strategy Made Simple – Webinar Key Takeaways

Why is Localization So Important?

What is the Difference Between Translation and Localization?

How Do You Start?

When Do You Need Assistance?

Common Mistakes in Building Localization Strategies

Similar articles

About us

Our Technology

Contact us

Help center

Company

Capabilities

Products

We offer innovative language solutions to connect global markets.

We offer innovative language  
solutions to connect global markets.