By Olivia Schütt • Nov 25, 2021
To connect with your audience, you need to speak their language. But, in a business sense, "speaking the language" means more than just adopting the proper syntax and vocabulary — it means actively engaging with your audience in a natural and empathetic manner. As business becomes increasingly globalized, it is also becoming increasingly local. Companies now need to connect with audiences across a myriad of countries, continents, and languages.
Without this local focus, user experience suffers. A customer in Japan, for example, will feel alienated and disconnected by content and product information delivered in English. It doesn't matter if this customer is fluent in English — the lack of localization represents a missed opportunity for engagement.
Why Is Localization So Crucial?
International localization provides your business with a range of operational advantages:
- Engagement across international markets:
Tailoring your content to localized markets helps you foster engagement on an international scale. You need to achieve the same levels of connection in all locations you operate in. Failing to provide the same UX to customers in domestic and international markets can see your business falling behind.
- Improved search experience:
Search terms vary across linguistic boundaries. While a user in the United States might search for a "family car,” German users will input "Familienwagen.” Your business needs to be able to support these different search terms. An automated solution may retain the same product name and model information — for instance, a VW T4 auto will remain as VW T4 in your product data — but will enrich your listing with localized synonyms that help international users find you.
- Operational agility:
Localization is, of course, essential for your product data, but its potential goes beyond this. You will be able to use automatic translations for all of your ecommerce data, as well as press releases, brand kits, and any messaging that fosters engagement across different audience groups.
Achieving Localization with Automation
Effective localization is not easy. It's cumbersome and expensive to deploy teams with the skills required to produce content and messaging in all of your audience's languages. In simplifying these tasks, automation has a huge role to play.
Picturepark provides the product information management (PIM) solution you need to manage your product data — from the product’s name to descriptions, SKU numbers, and other attributes in an agile product list. You can add or remove product attributes at any time. But this data still needs to be translated to reach a global audience in the right way. We make this happen with DeepL - the best translation machine learning tool out there.
How to Use DeepL with Picturepark
- To utilize DeepL in your localization strategy, you begin just like whenever you use Picturepark. Create a product list and add your product information in a single language — usually your native tongue.
- Store these product datasets with Picturepark, updating or removing different attributes where necessary. Create a centralized library of product information with an agile data model, altering the data parameters as required to display only the relevant values.
- Picturepark integrates with DeepL via the DeepL connector. This solution achieves automatic translation for all your product data, removing the hassle and inaccuracy of manual translation. Utilizing DeepL relies upon a combination of automated translation protocols and manual control. DeepL translates and you validate the translation. You will retain control over your data — you can check and assess the values with a native speaker, ensuring total accuracy without the workload associated with manual translation.
- Picturepark automation can notify users — such as your team members who are native speakers in the specific language or product managers who will need to sign off on the information in a final review.
This automated translation and notification capability ensures a streamlined and comprehensive solution, ironing out any points of friction or operational inefficiencies that could derail the localization.