When we adopt any material in different languages, always we think how it will mean locally.
We focus on the subjective type of translation, this is a more involved process whereby the target-language content is adapted to more effectively convey a similar meaning or connotation in the target culture.
Idiomatic expressions, puns and marketing material generally fall into this category, but localization can apply to any type of content based on what your business objectives are.
Online or machine translation always do word to word translation, which does not understand the local tradition, expressions, and complex sentence structures. They key point here is that your target-language version will often not be a literal translation. As an example, if you want to convey the phrase “Like father, like son” in Chinese, it would read as something like “Tigers do not breed dogs” although this doesn’t match up with the source content.