The role of localization in marketing

Why You Should Localize Your Marketing Campaign?

Marketing localization is understanding different local markets along with their cultural and linguistic needs, and adapting marketing strategies to fit them. It is the building steps that results in enhanced user experience. If your company is looking to enter new local markets, localization is the key to success, and here is why.

Intercultural Competency

The first and foremost motive behind a successful localization strategy is increasing intercultural competency. Localization enables global companies to use language to communicate with different cultures. And a company’s marketing campaign is its face in new markets. According to the anchoring principle of marketing psychology, customers base their decisions on the first piece of information they receive. This highlights the importance of an effective marketing campaign, especially for companies that are making their entrance into a new market. At his point, localization makes sure that your first words to local customers are well said.

Personalized Campaign

Thanks to social media, the role of emotions and familiarity in digital marketing is tripled. As a result, customers are no longer satisfied with ‘liking’ the product; they wish for the product or the brand to be able to ‘relate’ with them.  At this point, localization comes into play and persuades the viewer that your brand is part of the family.  Think about it, you are introducing your product to the Indonesian market, and it is Mother’s Day week. If your localization strategy fails to capture the right word among the five different Indonesian words for “mother”, the element of familiarity will be lost.

Long-Term Growth

Localization makes sure that your brand recognition is permanent and sustainable in different local markets. Once you show your customers with relatable, familiar, and friendly content, they prime your brand in a positive way and build their expectations accordingly. This ensures long-term growth by enabling you to evaluate local needs and values based on these expectations. Every year at Ramadan, Coca-Cola launches TV commercials in Turkey displaying Turkish families gathered around the dinner feast. It is their way of saying “our product is witness to your tradition and part of your family”. As this example demonstrates, there is nothing more efficient than a successful localization strategy to ensure sustainable brand recognition.