[VIDEO] Cross-border product content contextualization & localization

March 3, 2020
Success in cross-border ecommerce is all about getting the right markets and audiences interested in your product. While actually listing your products on the right channels is one thing, getting new audiences to engage with them is another. Product information is not universal. So getting it in shape for wherever it needs to go is key.
In this video, we discuss the importance of product content contextualization and localization in cross-border ecommerce. Watch the video below to learn more or read the complete transcript below. 

Check out our cross-border guide for tips and insights on how to reach more shoppers and increase global sales.

Hello and welcome back to Productsup presents. Continuing on with the topic of cross-border ecommerce, today we’re going to talk about how you can take your cross-border sales strategy to the next level.
By the end of this video, you'll understand the power behind:
  • product content contextualization
  • product content localization
Now, in our previous cross-border edition of Productsup Presents, we talked about the tools that can help you identify and target the right markets and audiences.
But, once you’ve done that... What do you say? How do make sure your product ads and listings are click-worthy and relevant to each audience? The answer is by tailoring your product content - that is, the content that appears in those ads and listings.
Product content is the bridge that connects a consumer to your offer. It’s the digital product packaging. It tells a shopper what to expect when they make a purchase, and helps them decide whether or not to buy.
So how do you make sure that this content is relevant no matter the audience or site? This is where product content contextualization and localization come in.
Don’t worry, these are actually pretty easy to understand once you break them down.
Let’s start with product content contextualization.

1. Product content contextualization

Contextualized content has been adapted to fit a specific channel and the expectations of that channel’s users.
This goes far beyond just making sure it’s tailored according to individual channel requirements. It also includes messaging and creative.
For example, Instagram users expect creative and inspiring/emotional product images, while shoppers on Amazon expect clear facts and detailed product specifications.
So whether it be a giant marketplace like Amazon or eBay or a regional or niche site like Flipkart or Etsy, your listings and ads need to fit the environment that surrounds them.

2. Product content localization

Then there is product content localization.
Localized content has been adapted to fit a specific geographical and cultural environment.
One study found that nearly 57% of consumers consider access to product information in their native language more important than price when making buying decisions. That means 1 out of 2 shoppers won’t even look at a product if it’s in the wrong language.
However, language is just one part of localization. For example, an ad that performed well in Canada might not do so well in France, even if they’re both in French.
From cultural norms to communication styles, laws and regulations, and even pop culture, every place creates a unique worldview.
In order to fully localize content, one needs to understand just how differently each audience sees the world.

3. Contextualize and localize content with Productsup

You’re probably asking yourself, “how do I contextualize and localize information, and get it to dozens of different markets while still maintaining a short time to market??”
Which is a great question. And the answer is a capable product feed management and syndication solution, like Productsup.
Productsup can be used to transform your product content automatically and systematically for each market. By setting up desired changes in bulk, you can completely optimize content for its final destination - be it a Facebook Dynamic Ad in Japan, an Amazon listing in Spain, or a Google Shopping listing in the US.
Productsup lets you reach hundreds of new markets, without needing hundreds of additional IT members or interns to do the manual labor - all in a fraction of the time.
This way, your team can say goodbye manual work, and hello end-to-end automation.
Thanks for listening, and be sure to check out our complete guide to cross-border ecommerce below - And we’ll see you next time. Bis Dann!
cross-border-guide
Gina Beach
Team Lead Content