Advocating Local Users with Alessandra Binazzi

Alessandra Binazzi is the founder of Alessandra Binazzi Consulting. She is a multi-lingual professional with a surprisingly varied experience and one common thread: International markets and customers. Proficient in all major European languages, Alessandra has dedicated her professional life to marketing, selling, supporting, and educating customers on all continents. She was raised in Italy and university-educated in Boston, MA, she was exposed to global technology companies from the beginning of her career, with a particular focus on globalization and multilingual digital content. Alessandra Binazzi Consulting combines Alessandra's background in languages, technology, and business to develop globalization strategies tailored to the needs of organizations in a growth stage. Alessandra received a BS in International Business from the University of Massachusetts and an MBA from Northeastern University in Boston. She has lived and worked in 10 different countries. KEY TAKEAWAYS Localisation is a kind of engagement and trust for the local users. When they localise the content in their own language, you show them that you care about them and in the end, you start to engage with them because users always prefer content in their own language no matter what. For companies, it is also a must for brand loyalty and recognition. In that way, all over the world, their brands will be seen the same by all users. For medium and long-term survival, localisation should be evaluated from the beginning of the business. BEST MOMENTS “It is our role really educate and to advocate for local users everywhere else and be the importance of treating and engaging these users in the same quality way than you work for a US customer.” “Content is created, managed, and deployed and just flows to many means through technology. And so localisation has a big technology component because it has to enable an easy flow of multi-lingual content and without enabling that through good technology infrastructure, it is really impossible to deploy multi-lingual content to users all over the world.” “A minimum requirement for international growth is localisation. But it really goes beyond that. It is not about just access. Offering local customers products and services in their own language creates a completely different kind of trust in the organization. It’s just the different level of engagement whether users when you’re speaking their own language.” “The real value of a solid localisation strategy and operation is to make sure that the organization can thrive in that market over the medium and the long term.” “Technologies like machine translation, artificial intelligence, and machine learning are really enabling us in the localisation industry to offer a lot more services with a lot less effort at a great speed.” ABOUT THE HOST Levent Yildizgoren, the author of 'Good Business in any Language', is an award-winning entrepreneur, localisation professional, and a PRINCE2 qualified project manager. CONTACT METHOD Linkedin:  https://www.linkedin.com/in/leventyildizgoren/ Twitter: https://twitter.com/yildizgoren IG: https://www.instagram.com/levent.yildizgoren/ ABOUT THE GUEST Alessandra Binazzi is the founder of Alessandra Binazzi Consulting. She is a multi-lingual professional with a surprisingly varied experience and one common thread: International markets and customers. CONTACT METHOD https://www.linkedin.com/in/alessandrabinazzi/ VALUABLE RESOURCES Do you have any questions about translation, localization, or international growth? Visit TTC website: https://ttcwetranslate.com/ Take your business global with the 5-step LINGO modal! Purchase 'Good Business in any Language' on Amazon now: https://cutt.ly/2ORR