Localization of Marketing Campaigns for Business Expansion
“Localization” is a term commonly confused with “translation”. Although they are closely related, localization goes deeper than just correctly translating the content of any product or service from one language to another.
When localization is done right, that marketing campaign will offer an entirely new cultural approach to the specific market it targets.
Because a language is not just words, there is a lot of gestures, images, customs, slangs, and much more that can be only assimilated and understood by the natives of that culture.
But how will it work for your business?
Localization can radically adapt your business image into a new language, culture, or even tradition!
Due to the ease of expansion through digital means in the late years, localization has become an important aspect of business development. Especially when introducing a new product or service to a different market than the one you are used to making business with.
So, in the specific case of online businesses, they need to “learn and adapt”, instead of the opposite when expanding their business by making sales abroad.
Some experts say that localization is part of the starter pack in terms of expanding the business to greater levels. An easy example is a situation we experienced when purchasing online and facing options:
- One company shows its product in a language that is not yours and uses a different currency.
- Another one is clearly written in your language and easy to understand, besides displaying the price in your local currency.
Which one of the two companies will have your trust? Which one do you think will close the sale?
Don’t forget, doing online business is not only about price. You have to seriously consider other facts that will impact your sales performance.
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