The word Localization is a world of its own of utmost importance to the marketer. When a marketer enters a new market, they perceive and understand things from a native’s point of view but act their strategies from marketer’s point of view. 

To think global and act locally is a major key for localization’s success but it requires the right balance of standardized marketing and local marketing. Even when you localize your marketing strategy you still have a brand’s image to maintain. Companies do struggle with the idea of localization, it can be a hit or a miss, even famous brands are not exempt from failures. Not all fingers are equal, likewise, a localization strategy must be set up on a country to county preference to ensure you reach the individual customer in the right way.

To avoid any pitfalls, localization strategy needs improvement and sometimes a business has to improvise with the current practices more than often.

Is it localization what are you looking for?

Do you understand the concept? If you take a look into the dictionary it would define it as

“A process of making something local in character”

But that’s a general way to define it. From a business perspective, it means to properly address the cultural differences of each market and adjusting your all over content accordingly. To fit media campaigns means to be able to target the right audience and to fill their needs. It is essential to move with a humble approach i.e. to consider your localization strategy from the very beginning.

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Is it resourceful, expensive and time-oriented? Yes, it is, but it’s an effective means of understanding consumer buying patterns and how efficiently sales can occur. Without a doubt, localization enhances the customer’s experience and helps businesses to communicate their message in a crystal clear manner.

Another benefit that a company is entitled to be their commitment towards their brand and it ensures there are no misconceptions or miscommunications when it’s time to implement a strategy.

Localization is the easiest means to generate revenue, but from where to begin?

Like any other planning, you need to keep improvising your localization strategy. Localization strategies will variate for every product or service.  Let’s start with the following steps to ensure how to mold your ideas;

·        The local audience is a powerful source

A common mistake you can’t afford is to overlook your audience. It’s a simple guideline 101 to produce a strategy and then follows in its footsteps. Conduct the required research and pinpoint the demographics suitable for your products. Marketing a new audience is a tough call, so a localization strategy removes any cultural nuisance that otherwise can destroy your reputation.

Avoid offending your new audience and focus on what they want. It’s not easy but with customer-focused research, it is possible. Google Analytics is an effective tool to evaluate from which region you are generating higher traffic. Once decided, you can work your new marketing with a local partner who has a deep understanding of the local market.

·        Translation v/s localization

Website translation is another angle to focus on. All of the online content needs to be translated but the website requires more than just a translation. A localized website allows you to enter the local market and attract the customer’s eye. Localizing a website can be costly but the right professional translation servicecan accommodate a fair quote. You can use a balance of human and machine translation. Automated translation is faster in comparison but accuracy and cultural references can be questionable.

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A business must advocate a translator amid its team to ensure the localization strategy is implemented in the right way. For instance, if you want to introduce a Christmas themed product or a wish for your Australian audience, you do not need to show a snowy winter.

·        Gain a competitive edge

Market saturation is the real aim. Make a place for your business by offering enhanced features for the audience. Localization establishes a competitive edge that your competitor lacks and this will be your opening. You can always target customer support and reliability or provide value-added services etc. to gain the rightful place in the heart of your audience.

As mentioned above, localization focuses to enhance customer experience, so that they keep choosing your brand. Your localization strategy creates a difference in the market. One solid example is Pepsi and Coca Cola, with the right endorsements and taglines they are in neck to neck competition in the local market. As a brand, use a varying localized content to add more value, who knew even taste of a product could be localized?

·        New content for new market

As a marketer, you have to try unique approaches that will cater to larger attention. Sometimes all you need is to focus on minute details, like font style color, a change of tagline, and tone alongside a change in language. Korean markets respond well with animates figures rather than American celebrities. To blend in the Korean market, you need to focus on the animated approach or even use local influencers to deliver the idea.

For a successful marketing campaign, you will come across various options to choose from. The use of social media is the latest gig and you cannot overlook the power it influences on online users. Asian users are highly active on social media. But they have their local search engines and apps (which they highly prefer) so if you want to enter an Asian market, you will have to rethink your localization strategy accordingly.

It’s time to rock and roll!

Success knows no bound but a localization strategy can go sideways too. Play smarty and use the right approach for the specific local market. Always remember as a brand you need to be able to create goodwill, as localization strategy builds the reputation but with time, keep changing your localization tactics for long-term effects. Never forget to have a test and trial method for every implementation.

Localization sounds a lot of work right? But let me tell you a secret; it’s all worth the effort!

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