Global e-commerce aggregators and marketplace websites-such as India's Flipkart and China's Tmall-empower brands to serve international markets with centralised "virtual mall" customer experiences available in customers' preferred languages.
But the customer’s journey is rarely confined to a virtual marketplace, writes MotionPoint Chief Revenue Officer Craig Witt in an article for MarTech Advisor. A brand’s corporate website and omnichannel content also play a vital role. It’s critical to localize these assets for international customers, Witt says.
Witt presents smart ways for getting started with website localisation, such as:
- Leveraging website analytics to determine which global markets to prioritize
- Translating information for products listed on third-party marketplaces to educate prospective buyers
- Providing localised product manuals to support customers post-conversion
Read the full story at MarTech Advisor.
Last updated on October 01, 2019
