How Retailers Can Cross Borders
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Liz Elting
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Knowledge Informs Localization
Translation and localization require a nuanced understanding of national, regional and dialectical preferences and habits. A seasoned team should know, for example, that Portuguese might be the primary language of Brazil, but consumers in that country are often bilingual. They frequently speak Spanish, German or one of several indigenous languages in addition to Portuguese. That knowledge can contribute to a successful marketing campaign for a retailer that provides prospects with language choices on its regional website.
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Liz Elting
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