Who needs localization?

If you’re wondering who needs localization, the short answer would be “Anyone looking to reach and engage a foreign audience.” But here’s a breakdown of the main groups that typically invest in localization:

Businesses

If you’re a business looking to enter new global markets, you’ve got so much to gain from localization. This process is pretty much a necessity if you want to attract new customers, as many expect products and services to cater to their cultural and linguistic preferences. According to statistics, 90% of internet users always chose to browse a website in their native language and 40% would not purchase a product or service if it is not offered in their language.

E-commerce companies, for example, must localize everything from the website’s language to the checkout process. Even subtle aspects, such as how currency is displayed or how dates are formatted, can significantly impact a user’s trust and comfort in making a purchase. Providing local payment methods is also something that gives companies a competitive edge and can reduce shopping cart abandonment rate.

For tech companies, software (even video games) need to be more than just translated; they often need to be adapted to local usage norms. For instance, a mobile app popular in Western countries might require adjustments to UI layout and design for countries with different reading directions, such as Arabic or Hebrew. Localization ensures the product feels native to the user, something that is known to influence retention rates.

In addition, manufacturers expanding into new markets must comply with local regulations. This means that they have to localize product manuals, safety warnings, and labels. Part of this is to ensure clarity, but it’s also important to ensure compliance—errors in localization could result in legal issues or safety concerns.

Marketing and advertising agencies

Big global brands often localize marketing campaigns so that their message resonates with different cultures. When entering a new market, one might have to tweak or even completely rework a slogan to avoid misinterpretation or cultural insensitivity. Localization in marketing ensures that your copy reflects local tastes, values, and consumer behavior.

Same goes for search engine optimization (SEO) and pay-per-click (PPC) campaigns. They too must be tailored to local languages and search habits. This includes translating keywords and adapting content to match the search behaviors of different regions. If you fail to localize your campaigns, you might miss important marketing opportunities.

A global survey conducted by Unbabel revealed that 89% of marketers from medium-to-large companies intend to expand their content localization efforts to include more languages in the coming year. Among the respondents, 52% indicated that they are currently localizing website content, while 46% are focusing on paid advertisements, and 42% are working on content marketing materials.

Education and e-learning providers

Today, many universities and e-learning platforms are offering courses to students worldwide. The elearning industry is expected to reach a market size of $336.98 billion by 2026. Research indicates that 77% of students turn to online courses to further their careers. Clearly, by localizing their courses, institutions can present their learning materials in the language of the target audience, something that can significantly boosts comprehension.

Institutions may also need to adapt their user interfaces, assessments, and even learning scenarios to align with the cultural and educational expectations of users in different regions. Localization—as we always like to point out—goes beyond translation, so it also needs to touch on elements like appropriate examples, case studies, and even visuals that align with the cultural context of learners.

Government and Non-Governmental Organizations (NGOs)

International organizations need to ensure effective communication with diverse populations. They often have to translate educational materials, health guidelines, or legal information into multiple languages. But that’s not all—they need to adapt these materials so that they are culturally relevant and understandable to the local populations, especially when addressing sensitive issues such as healthcare, human rights, or education.

Governments and public sector agencies also engage in localization, more so in regions with diverse linguistic groups. Public health campaigns, for example, must be delivered in multiple languages to ensure they reach all communities. When you localize official communications, they become not just understandable but trusted by different population groups.

Tourism and hospitality industry

If you’re working in the tourism industry and want to attract international tourists, localization can help you provide that seamless experience for your customers. Travel agencies, airlines, and booking platforms translate their websites, apps, and customer service offerings into multiple languages to attract global customers. A localized user interface can make booking flights, hotels, and tours much more straightforward.

Hotels and resorts also benefit from localization by providing translated menus, brochures, and customer service materials. Tourists are more likely to have a positive experience when they feel that their language and cultural preferences are considered. Sometimes, hotels go the extra mile by adapting services and amenities to fit the cultural expectations of guests, such as offering regionally popular dishes or accommodating local customs in hospitality.

Healthcare and medical fields

Localization is also widely used in the medical field too. In the pharmaceutical industry, product labels, dosage instructions, and marketing materials must be localized to meet the regulatory standards of different countries. The legal requirements for drug labeling in the U.S. differ significantly from those in the European Union or Japan.

Telemedicine providers also rely heavily on localization to offer healthcare services globally. Patient portals, diagnostic tools, and virtual consultations must be available in multiple languages and tailored to the medical norms of the region. When you’re localizing these platforms, you’re making healthcare more accessible to users worldwide.

Content creators

The global digital content creation market is a fast-paced and continually evolving field, fueled by the growing need for engaging and visually captivating content across multiple industries. Valued at USD 25.6 billion in 2022, the market is projected to grow at a compound annual growth rate (CAGR) of 13.5% from 2023 to 2030.

Localization is a vital tool for media and entertainment companies that aim to distribute content across different countries. For example, a TV show or movie produced in the U.S. would need subtitles or dubbing in various languages to attract international audiences. Authors and publishers also benefit from localization, especially when distributing books internationally.

Then we have bloggers and social media influencers. For them, localization means tailoring content to attract new audiences, whether that involves using local slang or engaging with culturally relevant topics. In these cases, it’s not just about language but also aligning content with the local spirit to maintain relevance and expand their follower base.

Legal and financial services

In the legal sector, localization is a necessity for firms dealing with international contracts, compliance, and litigation. They need to meticulously translate and localize legal documents to meet the regulatory frameworks and legal terminology specific to each jurisdiction.

Financial institutions, such as banks and insurance companies, also require localization for legal documents, customer contracts, and digital platforms. The growing fintech sector heavily relies on localization too, as they have to make digital banking and payment systems accessible in different regions.

So, who needs localization?

It’s safe to say that pretty much every company or institution targeting foreign markets benefits from localization. The need for culturally relevant and accessible content is universal regardless of the industry you’re working in. Sectors such as healthcare, tourism, education, and even the legal field illustrate how localized content not only enhances user experience but also ensures compliance with local standards.

Localize with POEditor

Now that we got this covered, it’s time to see just how you go about this. Whether you’re localizing websites, apps, games, elearning platforms, or other type of software, you need a translation management system. POEditor allows you to manage localization projects by tracking progress, assigning tasks, and overseeing every aspect of your localization process.

You can integrate POEditor with your existing development tools through the API and popular plugins for platforms like GitHub, Bitbucket, WordPress, and Slack. Once you’re all set, our cloud-based platform allows everyone to contribute in real-time, which is ideal for agile projects or any scenario where rapid iteration and frequent updates are necessary.

Feel free to learn more about our integrations and features like translation memory, glossaries, and QA checks, all of which will be of great help in your localization efforts. Whether you’re localizing a small website or a large-scale enterprise application, we’ve built POEditor to grow with your needs.