Standing out and fitting in

Standing out and fitting in: achieving a balance between the need to translate content and localise websites to create/maintain a global online presence in today¿s digital era. The necessity for product and content localisation has become more relevant in today¿s digital era, as a result of the increase in global trade generated through the World Wide Web. In the case of online content localisation, it is inevitable that translation is a key factor in the preparation of a linguistically adequate text for cross-cultural information dissemination. To achieve an acceptable quality of text which is presented in a culturally sensitive manner and meets target user expectations the input of the professional translator cannot be overlooked.