The digital economy today has allowed for plenty of connectivity, which is
a fantastic thing. It’s a fantastic thing because it allows businesses to
connect with the larger global market in the simplest ways possible. Global
markets, though diverse, have one thing in common with local markets – they
want an experience that they can relate to and identify with. The facts are
pretty clear – customers are far more comfortable reading content in their
own language and it makes a huge difference with regard to the purchase
decision. So, it’s obvious that you need to offer global customers with an
experience that makes sense to them. But, how do you do that? Well, you
simply leverage your localization team.
Understand Their Position
You see, localization teams are often stuck in what is known as a
transitional limbo. They are still struggling to settle because the
evolution of technology and the changes in customer expectations can take a
toll on them. These teams are practically torn apart by the pressure.
Though it’s much easier to connect with international markets, the changes
in customer expectations are far more frequent and sophisticated.
Several studies indicate the same thing – that customers will develop a
preference for products that are advertised to them in their main language.
Needless to say, this puts localization teams in a unique and critical
position – they are actually in a position to generate revenue.
It is very necessary for businesses to understand that localization teams
are actually assets, extremely important ones at that. This is especially
true if the concerned business aims to expand internationally.
In the white paper titled, “
The Strategic Shift: Localization’s Fast Track to Providing Greater
”, you are offered key steps that can help you set up localization teams as
indispensable assets. We suggest you take a look.
As Tobias Bergström from the Thule Group puts it, the ability to
communicate with people in their respective languages is a prerequisite for
global expansion. So, support for translation and localization is a must.
This doesn’t have to be said, but here goes – if you work as a team, it’s
much easier to achieve organizational goals. How does this apply to
Well, localization is basically an investment and it can be leveraged
across programs, campaigns, and channels. There is plenty in terms of
benefits to stakeholders. But, the challenge comes in when you have to
manage the whole thing.
Stakeholder support is very much needed in making sure that corporate
strategy and global content strategy are on the same page.
The former determines the products/services that the business will offer
and the markets it will offer these products/service to. The earlier you
rope in the localization team, the better they will be able to offer their
The latter strategy determines what content will be localized and at what
level. Here, the localization team can turn out be very valuable. They can
offer information about cost, efficacy, and speed while keeping the
organization aware of technological changes that are likely to have an
impact on the timelines and budgets.
According to Drew Fortin, VP of Marketing at Predictive Index, businesses,
more importantly, need to think about the product deeply instead of just
the market. This will allow them to broaden their base, receive increased
exposure, and boost profits and revenue.
The truth is clear – there is far more engagement from customers when
wanted information is offered in their respective languages. Today,
localization teams are valuable enough to be positioned as exceptional
assets, which is extremely important if you’re a global business.
To know more about how to leverage your localization team, please visit the