A busy street in Tokyo with localised marketing messages in the background

Why Localisation is the Key to Successful Marketing in 2019

Personalisation and localisation from online pioneers such as Amazon, Facebook and Google have revolutionised the user experience. These days, customers value content that has been tailored to meet their specific preferences above all else.

Privacy has become a huge issue for today’s consumers, with 70 percent of millennials believing that no one should have access to their data or online behaviour. Yet, in the same breath, 25 percent of those consumers said they would be willing to trade that privacy for relevant advertising, while 56 percent said they’d share their location data for coupons and deals. Clearly, in this day and age, even the most privacy-conscious consumers are willing to trade their data for tangible benefits.

With privacy being put on the backburner and customer experience set to trump price and product as the key differentiator by 2020, localisation is becoming a hugely powerful marketing weapon for online businesses, and here’s why.

Brand loyalty is dead

In 2019, businesses can no longer rely on the loyalty they once benefitted from to keep them afloat. A Gallup survey found that brand loyalty is not something that resonates with younger consumers. In fact, just 25 percent of millennials and 28 percent of generation Xers admit to being emotionally and psychologically attached to a brand. With such low levels of customer engagement across a diverse range of industries, companies need to rise above traditional marketing methods to make their content stand out more than ever before.

When we talk about brand loyalty, we’re not referring to a love of a specific make of car or clothing brand. We’re talking about the loyalty and trust that makes customers comfortable buying a product they’ve never seen away from their computer screen or tested out themselves. This kind of trust is built over time and comes from the proven and consistent quality of your messaging. This is where localisation is key.

Localising for an omni-market world

The internationalisation of online commerce means that companies are no longer operating in silos. To make the most of the borderless online world, they must localise their messages to reflect cultural differences. For example, in regions where a hierarchical society is valued, promotional materials showing executives in discussions could garner results. In societies that are more egalitarian in their nature, images that portray equality across the company are more likely to resonate with the target market.

This cultural localisation should be present in everything from the images and written content of marketing messages to seemingly trivial design choices such as the colours that are used. For example, in the American market, the colour yellow is associated with cheeriness and warmth, while in Germany it symbolises jealousy, and in China, pornography!

Language has a predictably important part to play in the localisation of marketing messages. Common Sense Advisory has reported that 72 percent of consumers spend most or all of their time on websites that are written in their own language. So, regardless of the company’s country of origin, they must present content to their audiences in the language they prefer.

Taking the next step in localisation

To be successful internationally, marketing departments must reinvent themselves and produce omni-market strategies that meet the demands of their customers. They must analyse machine data and align disparate departments to produce cohesive international strategies that capture the loyalty and attention of consumers in every market.

Removing the language barrier will undoubtedly be challenging, but ultimately, the opportunities it creates will be well worth the effort.

Reach your customers in any language

At Linguistica International, our translation and localisation teams can help you reach your customers in more than 200 languages. Call 02392 987 765 or email info@linguistica-international.com to discuss your requirements.