How Brands Use Automated Localisation for Scale and Efficiency

How Brands Use Automated Localisation for Scale and Efficiency


Whether you’re a marketing manager in need of a language service provider to adapt content or you’re an in-house localisation manager overseeing multiple localisation projects, automated processes are vital to maintaining the efficiency of your project pipeline. Long gone are the days when linguists are arduously adapting content in Word documents or moving to and from tabs in spreadsheets.

The localisation process has quickly become agile and efficient, allowing businesses to scale their language needs much quicker in order to reach customers in new markets. And technology has been at the forefront to make this possible.

An end to repetitive tasks

One of the most common improvements in translation technology is the translation management system (TMS). Much like a CMS manages content for an online retailer, a TMS is a platform used to manage all aspects of the translation process – from the translations themselves to quality assurance and reporting.

More sophisticated TMS platforms allow for translation memories and termbases to be stored and automatically applied to content when a linguist is in the process of translating. This ultimately decreases the time needed to adapt content and reduces the cost of the translation project altogether.

Similarly, termbases that are readily available to linguists reduce the chance of an inferior translation which can also reduce costs.

Translation management tools support project managers with the ability to import and export multiple file formats and reduce additional administrative tasks, such as the overuse of email, which massively improves the translation workflow.

Some TMS platforms also have the additional functionality to connect to popular CMS platforms, such as Salesforce and Adobe Experience Manager. This means content strings can be imported directly to the TMS for translation and exported back to the CMS once the translation has been completed and approved.

All in all, linguists get to focus on adapting content and project managers get a streamlined project pipeline that’s easy to coordinate and provide support where necessary. As manual processes are more prone to error, there’s little room for error with an automated system.

Automated systems allow brands to localise in multiple languages at the same time helping them scale their marketing strategy along with their business goals. And once you’ve set up a tired and tested automated system, you can integrate new languages without starting a localisation project from the ground up.

Want more information about how some of the world’s top retail and travel brands use automated localisation to improve workflow efficiencies? We partnered with Econsultancy on a research report identifying localisation opportunities and challenges with a panel of eight leading brand marketers.

You can download the report for free below.

Download Report

Written by Demetrius Williams
Demetrius Williams
Demetrius Williams is a Digital Marketing Specialist at TranslateMedia and has previous eCommerce experience working with a number of luxury brands in the fashion and beauty industry. He enjoys photography, binge-watching Netflix and can often be found roaming around London with a camera in his hand.

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