Localization has progressed to accommodate people from 190 countries and dialects. The tendency to localize information or products originated in the 1980s when American software companies began selling their software in other nations.
A one-size-fits-all marketing approach will simply not serve if you want to appeal to today’s consumers’ more refined tastes, especially if your firm intends to grow into new territory. As a result, an increasing number of businesses are tailoring their campaigns to their target audiences to meet those customers’ needs. They are, in other words, “thinking globally and acting locally.” By doing so, they may deliver a far more personalized experience that is much more likely to engage with consumers on a deeper level. Advertising and marketing localization are advantageous in this situation.
Localization acknowledges that geographical locations shape customers’ values, cultures, and accents. Advertising localization means adapting your marketing materials to appeal to your target market’s distinct cultural, linguistic, and regional characteristics. This goes beyond simple translation. While translators are essential to the success of most localization efforts, the process extends beyond words and phrases. The competitive international market requires firms to constantly differentiate their offerings so that no two brand experiences are the same.
Netflix
Netflix began a localization initiative to curate local-language programs and material for customers in each nation as the company grew and became known for its ambitious push toward global development. This includes releasing content with localized subtitles, localized user interfaces, and dubbing for existing shows.
With relatable, culturally accurate content, the brand has improved its effective digital marketing strategy in local markets, from original series and films to documentaries and reality shows.
Currently, Netflix is generating original content in 17 different markets, with foreign-language titles accounting for 45% of the library in the United States.
Tinder
Tinder has swiftly become a global phenomenon, with users in 90 countries and 56 languages. With an expected 120 million visitors, the business chose to keep the app’s look the same across all languages. The graphics and page layout will remain unchanged, while only the text will be translated into different languages.
H&M
H&M launched a specialized marketing strategy that appealed to the desires of its regional clients after conducting significant market research to appeal to current shoppers in Amsterdam.
In addition to stocking more local brands, they began offering new services such as clothes repairs, altering, selling, and renting.
H&M was able to tap into a new market by delivering solutions to their local audience’s environmental issues by focusing on their interests and lifestyle patterns in Amsterdam. Becoming the first city to implement the new retail strategy propelled the brand to the forefront of the sustainability discourse. With green consumerism on the rise, this move couldn’t have come at a better time.
Vogue
This global fashion newspaper has long been regarded as being on the cutting edge of fashion and contemporary culture. The team has exploited its reputation by employing influencer marketing to enhance its digital presence in regional markets, devoting time and effort to producing its magazine in every local language it has for its editions.
This digital marketing strategy demonstrates Vogue’s commitment to providing its target audience with recognizable celebrities globally and regionally. They’ve engaged celebrities worldwide to help them reach their regional target audiences, from beauty lessons to their popular “7 Days, 7 Looks” series. It ensures that the information is both culturally and linguistically compatible.
KFC
KFC recently produced limited-edition buckets featuring the artwork of famed illustrator Karabo Poppy in a South African marketing campaign. The campaign encouraged customers to take photos and share them on social media with the hashtag #madeforsharing.
It’s similar to a holiday-themed localized marketing campaign in the United States, where they provide limited-edition buckets with Christmas-themed patterns.
This US-based firm has not only learned how to target its customers by customizing its menu to regional tastes worldwide but has also increased its digital media presence through its marketing localization plan.
With the help of influencer marketing, KFC created a cultural connection that resonated with its target population. Although the team focused on a limited-edition offering, they demonstrated their awareness of varied demographics and what draws people to their product.
Airbnb
Because Airbnb is a vacation rental platform, hyperlocalized content is essential for targeting a local audience. The company has experienced exceptional growth in a short period. Airbnb has accumulated 1.5 million listings in 34,000 cities in less than a decade. This success is mainly attributable to the company’s dedication to localization.
Because of Airbnb’s global reach, the platform has been translated into dozens, if not more than 26 languages. Furthermore, the company has developed specialized content marketing strategies for certain areas worldwide. This material takes numerous forms, from the Airbnb magazine (accessible in print and online) to city guidebooks, social campaigns, and even tailored tourist experiences. Airbnb has appealed to an ever-growing network of hosts and tourists by providing a diverse range of specialized content.
Nike
This sportswear company is genuinely worldwide but still manages to reach 170 nations through effective local marketing methods.
The Nike team used the city as a backdrop to appeal to New Yorkers with their “Own the Floor” campaign, which captured the spirit of what it means to live in a city that is one giant stage.
Although Nike is known for its eye-catching celebrity endorsements, the team took a different approach with this localization marketing ad. It combined local talent with iconic New York City locations such as subway platforms, pizzerias, and laundromats. The result? It took its target audience to places they were familiar with to display an awareness of their lifestyles and increase the sense of connection.
McDonald’s
McDonald’s is a perfect example of the importance of catering to regional interests. The company incorporates region-specific products that meet local preferences while maintaining core offerings, such as the McSpicy Paneer Burger in India and the Teriyaki Burger in Japan. McDonald’s has successfully found a balance between its internationally known brand and regional cuisines because it acknowledges the intimate relationship between culture and food.
Conclusion
Localization is the next stage in the hyper-personalization movement, particularly in product delivery and marketing. Many brands have already embarked on their travels and are reaping significant benefits.
Ambitious globalization efforts are only bad when competent localization strategies do not accompany them. A corporation that fails to consider its target customers’ cultural and social preferences risks publishing insensitive advertisements that irritate the public. Suppose your brand identity upsets customers (for example, by failing to translate product labels or adapt prices to local currencies). In that case, they are more inclined to choose your competitor’s products and services. Ensure you follow in the footsteps of translation titans such as McDonald’s, Vogue, Nike, KFC, and Netflix since the worldwide audience is yours to take.