By Olivia Schütt • Nov 25, 2021
To connect with your audience, you need to speak their language. But, in a business sense, "speaking the language" means more than just adopting the proper syntax and vocabulary — it means actively engaging with your audience in a natural and empathetic manner. As business becomes increasingly globalized, it is also becoming increasingly local. Companies now need to connect with audiences across a myriad of countries, continents, and languages.

Without this local focus, user experience suffers. A customer in Japan, for example, will feel alienated and disconnected by content and product information delivered in English. It doesn't matter if this customer is fluent in English — the lack of localization represents a missed opportunity for engagement.
Why Is Localization So Crucial?
International localization provides your business with a range of operational advantages:
- Engagement across international markets:
Tailoring your content to localized markets helps you foster engagement on an international scale. You need to achieve the same levels of connection in all locations you operate in. Failing to provide the same UX to customers in domestic and international markets can see your business falling behind. - Improved search experience:
Search terms vary across linguistic boundaries. While a user in the United States might search for a "family car,” German users will input "Familienwagen.” Your business needs to be able to support these different search terms. An automated solution may retain the same product name and model information — for instance, a VW T4 auto will remain as VW T4 in your product data — but will enrich your listing with localized synonyms that help international users find you. - Operational agility:
Localization is, of course, essential for your product data, but its potential goes beyond this. You will be able to use automatic translations for all of your ecommerce data, as well as press releases, brand kits, and any messaging that fosters engagement across different audience groups.
Achieving Localization with Automation
Effective localization is not easy. It's cumbersome and expensive to deploy teams with the skills required to produce content and messaging in all of your audience's languages. In simplifying these tasks, automation has a huge role to play.
Picturepark provides the product information management (PIM) solution you need to manage your product data — from the product’s name to descriptions, SKU numbers, and other attributes in an agile product list. You can add or remove product attributes at any time. But this data still needs to be translated to reach a global audience in the right way. We make this happen with DeepL - the best translation machine learning tool out there.

How to Use DeepL with Picturepark
- To utilize DeepL in your localization strategy, you begin just like whenever you use Picturepark. Create a product list and add your product information in a single language — usually your native tongue.
- Store these product datasets with Picturepark, updating or removing different attributes where necessary. Create a centralized library of product information with an agile data model, altering the data parameters as required to display only the relevant values.
- Picturepark integrates with DeepL via the DeepL connector. This solution achieves automatic translation for all your product data, removing the hassle and inaccuracy of manual translation. Utilizing DeepL relies upon a combination of automated translation protocols and manual control. DeepL translates and you validate the translation. You will retain control over your data — you can check and assess the values with a native speaker, ensuring total accuracy without the workload associated with manual translation.
- Picturepark automation can notify users — such as your team members who are native speakers in the specific language or product managers who will need to sign off on the information in a final review.
This automated translation and notification capability ensures a streamlined and comprehensive solution, ironing out any points of friction or operational inefficiencies that could derail the localization.

Further Reading

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Release Notes Picturepark - Pilatus | May 2024

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Release Notes Picturepark - Signalkuppe | November 2023

Release Notes Picturepark - Stockhorn | September 2023

Release Notes Picturepark - Piz Roseg | June 2023

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Using Shopify with a PIM & DAM

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PIM? DAM? CMS? Start with a Hub!

Picturepark Breithorn Release | Jun 2020

Tips and Tricks Video: Creating a Product List from Scratch

Tips and Tricks Video: Import Products from Excel to your Product List

Tips and Tricks Video: Create Dedicated Product Channel for Product Managers

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Simplified Product Management: Use Only One Smart Tag

Measures Taken to Minimize the Impact of COVID-19

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Transparency & Accountability: Who’s Responsible for Your Data?

A New Year’s Greeting… with a Swiss Twist!

Release Notes: Picturepark Content Platform (November 2019 Update)

FOFA: Creating an Sign-Up Integration Using Gravity Forms

The seamless content supply chain

Managing Licenses: Requirement or Redundant?

Release Notes: Picturepark Content Platform (September 2019 Update)

Copyright: Not a Matter of Luck

When it Comes to Content, Copyright Counts

FOFA: The Versatility of Virtual Content Types

FOFA Interview: Creating Microsites & User Portals

Release Notes: Picturepark Content Platform (July 2019 Update)

FOFA: Information Architecture & Modelling for Specific Use-Cases

Planting a Seed: The Beginnings of FOFA

Release Notes: Picturepark Content Platform (May 2019 Update)

Content Systems Designed To Outperform And Outlast – Interview

Taxonomy Maintenance: Why Upkeep Matters

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Dropbox Is More Than a DAM

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Content Management White Paper: Automated Metadata

Content Management White Paper: Real-World Metadata

New Picturepark Brand Identity

Content Management White Paper: Collaborative Communication

Content Management White Paper: Storage and Archiving

Content Management White Paper: Access for Collaboration

Content Management White Paper: Content Creation and Acquisition

Content Management White Paper: User Groups and Roles

Content Management White Paper: Users and Flow

Content Management White Paper: Overview

Open Letter About the DAM Guru Program

DAM vs. Picturepark Content Platform – New Paradigm for Content Management & Fileless Content

DAM vs. the Picturepark Content Platform – Product Information Management

DAM vs. Picturepark Content Platform – Master Data Management

DAM vs. Picturepark Content Platform – API-first Design & Data Publishing

Slippery Synonyms

Knowing when It’s Time to Start Over

Picturepark Content Platform: API-first Technologies

Picturepark Content Platform: Automation & Artificial Intelligence

Picturepark Content Platform: Semantic Relationships

Picturepark Content Platform: Microsites & Embed Code

Picturepark Content Platform: Adaptive Metadata 2.0

Picturepark Content Platform: Strictly Structured Content

Picturepark Content Platform: Route Content

Synonyms in Practice

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Metadata Automation – New Jersey DAM Meetup Recording

Next-generation Picturepark Preview

Taxonomy, Metadata, Tags and Controlled Vocabularies

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Video of New Jersey DAM Meetup

Picturepark Supports Indian Relief Association

Digital Asset Management for Kaltura Video

“Sticky” Metadata Templates in Picturepark

New Digital Asset Management Section for Special Libraries Association

Integrating DAM with CMS without an Integration

Metadata that Moves Content

DAM’s Original Sales Soldier

Eyeing the Iconic: Physical Archiving for Nascent Collections

Fighting DAM Ignorance with Education and Cooperation

Laughing about the Best DAM Connector for Sitecore

Expectations Analysis for Digital Asset Management

Finding Trusted Guidance for Digital Asset Management

Picturepark takes on the Swiss Grand Canyon

Coming Down from the Cloud

Are You Ready for Digital Asset Management?

(Video) Adaptive Metadata for Digital Asset Management

Diving Head-first into a Suicide Sale

How to Say No to Picturepark

Batch Editing Metadata in Picturepark

Controlled Vocabulary Support in Picturepark

Content Lifecycle Management via Adaptive Metadata

Putting Your Metadata Strategy Together

Structured Metadata Strategies for Search Interfaces

Structured Metadata Strategies for Cataloguing Interfaces

Structured Metadata Analysis Techniques

Thanks from Picturepark

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What is Adaptive Metadata?
