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Five advantages of using marketing localization for your business

Localization, Localization Strategy, Marketing

marketing localizationMarketers are often plagued with a dilemma when reaching out to a new market: to standardize or to localize? To standardize is obviously easiest from an operation standpoint, meaning that you use the same marketing style and theme for all your products and services regardless of where you’re marketing them.

There are disadvantages and advantages on both sides, but when reaching out to a new market, it’s actually more advantageous for marketers to choose localization.

With marketing localization, you are able to create linguistic and physical adjustments to your existing products or services so it fits in with your new target market’s specific needs.

It takes a lot of work to customize and make adaptations of existing products and services, especially if there are multiple products to launch, but it allows companies to resonate with their customers, and resolve the deepest needs and desires of their new market from the market’s own perspective.

Marketing localization moves beyond merely translating existing standardized marketing collaterals to another language — it involves a thorough study of how culture and market conditions affect customers’ buying behavior.

There are five key advantages of marketing localization:

1. Marketing localization decreases barrier to entry

When introducing your company to a new market, there are several barriers to entry that may be observed. It could be government monopoly; limited or scarce channels of delivery of goods; tight competition; or lack of product or brand awareness.

Market adaptation is mandatory in many countries and so it makes perfect sense to localize marketing. This could be the translation of product packaging, removing/altering product ingredients or packaging, changing brand names and so on.

One classic example for this would be Coca Cola in China. Coca Cola is currently known as Kekoukele in China. This is because its original brand name, when translated into Chinese, means “bite the wax tadpole” or “female horse fastened with wax,” which are unusual and inappropriate.

It would have been incredibly unappetizing to buy a drink thus named, so Coca Cola had to do a change to their brand name to adapt to the Chinese market.

They chose the brand name Kekoukele because it means “tasty fun” and it is close to the original brand name.

This dramatically changed Coca Cola’s image in China, and it helped them connect to locals in a more language-appropriate and personalized way.

2. Localization customizes customer experience

In many first-world countries, products are often sold in larger-container quantities, which is done based on both consumption and convenience.

On the other hand, the same products sold in third-world countries may not be affordable for the majority of consumers and that would greatly affect their sales. Due to these pricing constraints, companies may create products in different and smaller packaging, such as sachets or pouches, for the greater market to be able to afford it.

3. Localization breeds cultural respect and appropriation

It’s no secret that cultural patterns, religions and norms affect people’s habits, outlook in life, the media they choose and even the products they buy.

Advertising or identifying your brand with a Christmas or Christmas-related promotions, for example, in a largely non-Catholic or non-Christian country may not be accepted by the target market. On the other hand, advertising your brand with a Christmas theme in Christian and Catholic countries will be largely appreciated and remembered.

Outsourcing experts from bradfordjacobs.com have seen how hiring local marketing executives in Europe, where every border is a new country and culture, played a big role in providing contextually correct translations and preventing conflicts with the target market’s culture.

4. Localization results to better brand identification

Marketing localization “personifies” a brand, which helps it connect to its target market on a deeper level.

Some brands become an extension or expression of culture in some countries by integrating culture into their brand message and active storytelling.

It’s even been argued that Coca Cola created the modern image of Santa Claus because of its advertising.

5. Localization hastens local business development

To sum it all up, marketing localization accelerates business development. Creating a demand for your products or services is not your ticket to success.

Knowing your target market deeply and seeing their needs from their perspective is the key to providing products or services that are in demand.

You won’t be able to achieve this if you use the same standards for all your target markets all over the globe. This can only be done with marketing localization based on in-depth market research.

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Joevren Curmi works as a content writer for Keen, Ltd., and covers a wide variety of topics including business, food, travel, jobs and internet marketing.

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SDL Tados 2021

Five ways to localize your email marketing strategy

Marketing

Although email marketing can be extremely effective with the right strategy, it’s not always easy to connect with your audience. Across a wide range of industries, the average email open rate is about 32%.

Customers have a lot of other content vying for their attention; they’re not going to read everything that reaches their inbox. Even reaching their inbox in the first place can be difficult, with the heightened security of spam filters and email list attrition rates creeping up. First, use an email verifier tool to get to your customers’ inboxes, then consider the next steps of your email marketing strategy.

If you’re having trouble getting readers to actually open your emails once they’ve landed in inboxes, you may benefit from implementing a localization strategy. Your audience is simply more likely to engage with your content if it’s tailored to their specific needs. The following tips will help you better understand how to plan your next email marketing campaign so it’s properly localized.

Adopt a personal, authentic tone

Customers are exposed to plenty of generic copy every single day. They often dislike emails that sound more like ads; that’s why it helps to use a more personal tone.

You can achieve this in several ways. For instance, instead of listing the company name in the “from” line, you might consider listing the name of a prominent individual at the company, so long as the name would be familiar enough to your customers to get their attention.

You can localize an email by acting as though you’re also a resident of the same area your customer lives in. Email content from Fitcenter, for example, made reference to the cold weather in the recipient’s area. This feels more personal because the content seems like a neighbor sent it.

In the body of the email itself, make sure your copy sounds like you’re contacting a personal friend, and not just another one of your customers. One marketer experimented with a template that was designed to mimic the experience of receiving an email from a friend or family member. The result: a 57% open rate. This personal feel evokes the experience of corresponding with a local business owner.

make sure your copy sounds like you’re contacting a personal friend, and not just another one of your customers Click To Tweet

Send locally relevant promotional offers

Sending coupons, discount codes and other promotional offers is a smart way to get your customers’ attention. Just make sure the discounts you send are relevant to their needs and location.

For example, if you operate brick and mortar stores, send coupons that can be redeemed at a nearby location. If you sell apparel, don’t send discounts on heavy winter coats to customers who live in typically warm regions. You’ll have to do some research to ensure your customers are getting relevant promotional offers, but the payoff will be worth it.

It’s also important to understand that where your customers live isn’t the only factor to consider when localizing an email. For example, The Bowery Presents sent users who had seen concerts in New York City emails about future concerts in the area. When a New York City-based user bought a ticket for a show in Boston, the emails also included other Boston shows, as the recipient would clearly be traveling there. Consider where your readers will be, not just where they are.

Use social media

Sharing emails or offering discounts to customers who sign up for your mailing list on social media is another smart localization strategy to adopt. With platforms like Facebook, you can also post ads or boost posts, targeting potential customers in specific regions of the world. Some of those readers might share them on their own social media accounts, boosting your local influence in that area.

Localize your subject line

A recent study analyzing the impact of different email subject lines on open rate confirmed that localizing the subject line is a very effective tactic for marketers. If the content is relevant to a local branch of your business, include that information in the subject line. If it isn’t, simply include the name of a specific state or region. Then, send the email to customers in that region.

Segment your list

In general, segmenting your email list so customers receive content tailored to their needs and tastes is key to a strong email marketing campaign.

There are many different ways you can choose to break up your list. Consider segmenting it by geographic location or language. This will ensure that your audience consistently receives emails relevant to their area and culture.

Again, email marketing can still be extremely effective; you just need to plan your strategy before implementing it. By localizing your emails, you’re much more likely to to deliver messages your customers will actually read.

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Rae Steinbach is a graduate of Tufts University with a combined international relations and Chinese degree. After spending time living and working abroad in China, she returned to New York City to pursue her career and continue curating quality content. Rae is passionate about travel, food and writing.

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