business / Economy / Marketing / Multilingualism

Web Localization Part 2:

As I have started to write about Web Localization in my very last post on Bizinga! I would like to continue my research about this issue in this week’s post as I’ve announced in Bizinga!’s new rubric week-in-preview. Lastly, I have outlined the importance and opportunities of Web Localization for companies – now I would like to have a look what benefits there are at the “other side”.

Web Localization 1.2

Summing up my last post Web Localization describes the process of introducing an online business to a new country, thus to an unknown market. In these times where nearly everything is possible through the internet this is a great chance for (online) businesses to expand and conquer foreign markets by “translating” their websites. By translating I do not only mean moving from the business’ native language to the new market’s local language but also adjusting the websites SEO and  its design to local standards and maybe even adjust products to local standards?Bildschirmfoto 2012-12-20 um 14.32.28

“German Intern In Amsterdam?”

What however seems interesting to me as an international business student having been very busy recently with applying for internships is the phenomenon of what I’ve seen plenty of times during my search:

“eCommerce Internship for German Native Speaker in Amsterdam”

“London based start-up  looking for Spanish Intern for Online Marketing”

“Online Marketing Internship for French Business Student in Stockholm”

Why do all those  companies need people who speak that sort of languages? Didn’t we agree English was the Business World’s Lingua Franca?

Bildschirmfoto 2012-12-20 um 14.28.47

When putting one and one together, especially young companies realize their Web Localization with the help of international interns. A start-up in Amsterdam wants to bring their online businesses to Germany because it is a huge and auspicious market, so they get a German intern who is qualified and relatively cheap for the company as Michelle Conlin outlines the advantages of internships from the commercial point of view in her blog post Intern Abuse?. To confirm my hypothesis let’s check their vacancy what the tasks of that intern look like:

“Search Engine Optimization”

“Support in Graphic and Media Design”

“Customer Relation Management of German Clients”

As explained in the blog post Global Web Experience. Localize and Internationalize written by the U.S. Department of Commerce Minority Business Development Agency (MBDA)

“visitors linger twice as long [on international sites] as they do at English-only web sites; business buyers are three times more likely to buy if addressed in their own language; and customer services costs drop when instructions are displayed in the user’s language.”

So What Are Those Benefits? 

This perfectly fits into the scheme of the tasks mentioned above. Not only do this sort of internships  provide students with valuable skills for today’s fast developing business world but they also allow them to compete in the more and more demanding labour market. VISA emphasize in their post Perspectives on ECommerce that due to the introduction of tablets  and smart phones the number of people purchasing online increases significantly. Furthermore as eCommerce becomes bigger and more and more popular and new payment technologies are being developed, it constitutes the largest commerce channel for VISA and many other businesses.

Summing up the online business offers plenty of fast market entry opportunities for young start-ups which are actually often founded by students those kind of internships can be considered as great inputs for your own future business plan! However there have been recently plenty of discussions about Intern Abuse which can be also found on Bloomberg’s Businessweek.

But do those interns really learn or benefit from the work they provide in an online business? Or is it rather the online business which benefits from the mind set, language skills and eagerness to do good work of a young and often unpaid professional?

In my next post I would like to foster and analyze that hypothesis and discuss today’s working conditions and prospects of international interns from their as well as from a company’s point of view.

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One thought on “Web Localization Part 2:

  1. great blog,
    really like the sub heading- makes it clear and simple to follow, also like the upcoming for the next post. great way to keep the readers excited for the future!

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