3 Ways Software Is Fueling Localized Marketing at Scale

By Ian Woolley

Some translation experts describe the mission of translation as restoring the Tower of Babel: All the peoples of the world speaking in one tongue without cultural differences to constrain communication. Machine translation and automation appear to bring organizations closer to this reality. Plug all a company’s communications into a translation engine, and a company can speak to everyone around the world in their own language.

In a sense, though, advances in machine translation are producing the opposite effect: empowering organizations to speak to customers around the world not in one universal language but in their own languages. In other words, superior translation fosters a much more localized and culturally sensitive user experience.

But just how are companies using faster and more accurate translation to localize marketing communications? And what’s the business impact of localization at scale?

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Courtesy of Association of National Advertisers