In the Internet and social media era, along with generations growing up with Google searches and online ads, brands can’t get away with using stock photos and standardized messages. Marketing today has become synonymous with personalization, but what does it mean?
Marketers know that global marketing campaigns need to be optimized so that each customer feels like the brand is addressing them and speaking their language, but how can we create personalized content on a global scale?
Should we translate one message into hundreds of languages and leave it there? The short answer is no. The translation is not enough.
Instead, localization – the adaptation of content to a specific market – is the process that must be at the core of every global marketing campaign if the content is to be diverse enough to encompass different values, lifestyles and ethnicities.
Localization and Global Marketing go hand in hand
Many global marketing campaigns ignore the localization process and instead focus on translation, often postponed and deemed unimportant.
In general, this is not an “official” stance, as no one will openly admit that such an important part of the campaign is being disregarded, but the action speaks for itself.
Linguists are in a hurry, and the budget is tight. The translation often sounds like an idea: it is brought into the equation later, often just before the campaign begins.
Advantages of Localization as Global Marketing:-
Localization can grow your brand reach, attention and provide an SEO boost. Local marketing strategies help brands overcome market penetration challenges, such as customer loyalty and economies of scale.
Localization fosters personal relationships with users and consumers as it helps to humanize your brand.
It also develops a higher level of engagement with existing customers.
3. Increased profit:-
Localization can make marketing investments more cost-effective and increase your potential for sales.
Ultimately, localized content helps reduce customer support costs by offering enough content that individuals can understand.
Localization can become an organic growth strategy if you do it right. If you don’t, it can become an unforgivable cost. So what are the localization options that can help global marketing campaigns benefit from this process?
Reasons to make place for localization in your global business strategy:-
There are five reasons why you’ll want to make room for localization in your global business strategy:
1. You’ll reach a wider audience:-
Localizing your products in overseas markets will do wonders for your brand awareness – making it easier to enter new markets and strengthening your global presence.
You will increase your customer base to the top of the funnel, and you will also help lead potential customers into the buyer journey. You need to build trust in customers to convert leads.
2. People want customized content
Exclusive content is more essential than ever, and that’s precisely what localization does – it makes content directly suitable to the person consuming it.
There has been a huge increase in demand for good, reliable content over the past few years, and the COVID-19 pandemic will only exacerbate this trend. Normal, do-it-yourself stuff written explicitly for someone else no longer works.
It’s a harsh reality we’re facing now in the new content economy, but if you listen and give people what they want, you’ll quickly see an increase in viewership and engagement.
3. You’ll Increase Customer Satisfaction:-
Once you’ve got those customers, you have to keep them happy! User experience is important today, especially if millennials are a significant part of your client base.
By localizing your documentation, blog posts, eBooks, guides, FAQs, reports and customer support, you will be well on your way to guaranteeing that each customer’s specific needs are met.
And remember that these satisfied customers will be talking about you and your offering. They will leave reviews and spread the word about you.
They will be the ones who build and sustain your community, and there is no better marketing than the scale; you will need a lot of collaboration within the team and with other parts of your business.
4. You’ll Streamline Your Workflow:-
An efficient localization process is heavily dependent on collaborative teamwork. The localization team usually consists of several players, including a localization engineer, project manager, translator and other localization professionals.
The size of your business will decide how many people you must; This is why a streamlined workflow and managing system is important in localization.
In today’s technology world, you need an efficient and robotic localization infrastructure to handle all phases of the project life cycle. That’s why localization is very important in global marketing.