Glocalization
Glocalization: Your Way Into Local Markets
In a world where global meets local in every context, customers not only want the service and product of their favorite brands available in their native language, but also want to be a part of the global community. Successful businesses are now paying attention to this demand more than ever by welcoming the brand new trend: glocalization.
What Is Glocalization?
In the literal sense of the word, glocalization refers to the mergence of global and local. It is the concept of adapting the globally available service or product in a way that would appeal to and reflect the identity of local consumers. It could be an international restaurant chain tailoring their menus to include selections from different local cuisines, or an airline company building their marketing campaign around a different country every year. Regardless of the service type, glocalization essentially aims to “make the local consumer a member of the global marketplace”.
Why Is Glocalization Important?
You may be wondering how globalization differs from translation and localization. Glocalization introduces the focused emphasis on cultural relevance in the global context. While particularizing campaigns and services to fit the culture of local markets, glocalization bears in mind the fact that the product and service is still available in the global domain, and the local market is now part of it. In this sense, it embraces the local cultures and people in a unique way.
How Netflix Won the Hearts of Turkish Audiences
During its 5-years of history in Turkey’s marketplace, Netflix managed to make a place in the homes of Turkish audiences. From a “luxury choice” and an “undeciphered platform”, it rose to being a member of every family. But how did Netflix achieve such recognition and became readily embraced by the Turkish audience? The answer lies in an elaborately constructed marketing strategy with a global design and locally shaped campaigns, in other words, glocalization. The approach does not rely on “bringing our global service to your local domain” but based upon the very concept of “making you a member of our global service”.
By now, it should be clear that the second approach is the core idea behind glocalization, and aims for a much more inclusive strategy. When promoting La Casa De Papel, Netflix built the video around Istanbul and the Grand Bazaar, wisely integrating the content of the series with the interior and exterior of the symbolic and renowned Istanbul bazaar. And voila! The crime drama was then engraved in the memories of audiences accompanied by the authentic setting and ambiance of the Grand Bazaar.
Use Glocalization in Your Business
Glocalization is a new concept that benefits from translation, localization and transcreation. It is becoming more and more accepted by global companies who are looking to take their marketing strategy one step further with a more embracing approach. Therefore, it is now a great advantage for businesses to recognize emerging markets such as Russia, Saudi Arabia and India. If you want to increase your competitiveness in the global market, finding an agency that will craft a glocalization strategy for your brand and target audiences might be a good start.
