How Retailers Can Cross Borders
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Liz Elting
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Harnessing Technology for Smart Localization
In search of "easy" localization, too many retailers jump at the promises of simple machine translation solutions. With so much riding on international expansion efforts, brands can't afford to cut corners on the core marketing content that will either attract or repel prospects abroad. It takes knowledge and experience to create content that maintains both the tone and purpose of the original source language while incorporating local preferences. Machines can't manage that process.
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Liz Elting
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