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Understanding Localization and Globalization in Marketing

Every business deserves a great marketing strategy to increase sales, earn trust and boost brand name. As such, brands are always looking for new strategies to get into new markets and expand their outreach. 

'Localization' and 'globalization' are two popular marketing approaches that businesses use. At first glance, you might think that these two words mean opposite things. But the truth is, localization and globalization work hand in hand, and you might need them both in your business.

If you plan to expand your business services to other countries/regions, it's important that you familiarize yourself with these two incredible approaches for the best results. Here's everything that you should know about localization and globalization marketing approaches.

Localization Marketing Approach

Localization is the adaptation of content to meet the demands of a specific audience. It is the adjustment you make to your content to fit the unique demands of your new market. 

Therefore, localization strategy refers to the strategy or solution that a brand uses to address the customer behavior, purchasing habits, and the overall cultural differences of another country.

When you take your products/services to another country, it can be challenging for you to meet their demands because they are not familiar with your content and mode of delivery. The country-to-country localization strategies ensure that your clients abroad get the same experience that they would get from a local business.

Here are some of the things included in a localization strategy:


One great way to localize your marketing content is to change the language. For example, 72% of clients purchase products or services if the information is given in their language. As such, you should translate the language of your content to meet the language specifications of your new audience and win more buyers.

Note: translation can sometimes change the original meaning of content; hence, you should only use reliable translators to retain the significance of your content.

Web Marketing

In some markets, consumers prefer mobile browsing to desktop browsing. Creating mobile-friendly content in such locations can be a big boost to your entrance in such areas. Consistency in the domain structures can also help your brand become approachable and relevant to the new market.

Cultural Norms

Different countries have unique cultures, which you should understand well to attract the most visitors. From the way you approach the customers and serve them, you should study the cultural norms and make the right adjustments. 

For instance, some people have a long middle name, which means that you may need to adjust the spacing in your online forms for their favor.

Currency and other Purchasing Preferences

Currency varies in many countries, and so are the purchasing options. You should localize the purchasing preferences by making the right currency adjustments and adding the right payment methods. 

For instance, if a country does not commonly use credit cards, you should include an alternative payment option to provide personalized service. Here are other comprehensive formats that you can change to meet the purchasing preference of your new audience:

  • The time and date formats
  • The systems of measurements
  • The keyboards formats
  • The telephone number formats
  • The symbols, incomes, and punctuations
  • Sensitivity of content and images

Globalization Marketing Approach

Globalization is the adjustments of different products or resources to meet the demands of multiple cultures. In other words, it is a strategic approach of making your products or services acceptable to all parts of the world. 

So unlike localization, you don't specialize in one area but rather make your product widely acceptable to different cultures and parts of the world. You should utilize globalization if you wish to expand your products to many parts of the world to remove the walls that might hinder your marketing.

Here are some of the changes that you can make to attain your globalization approach goals: 

Support Multiple Languages

Since you are trying to reach a wider audience, you will need to change your content to different languages. However, unlike in localization, you don't change your content to one specified language but support multiple languages. 

Multiple language translations make it possible for everyone in the world to access your content, which boosts your brand recognition and sales.

Support Different Contents and Designs

Much like the language translation, you will also need to change the versions of your content. From the font types to file types, you should do simple research on the content preferences of what every audience likes to use the right content designs and styles for the needs.

Benefits of Localization and Globalization Approaches

So, why should you bother to change language and other marketing aspects? Do you benefit from anything? Of course, yes. Here are the primary benefits that your business can get by utilizing both localization and globalization marketing approaches:

1. Increased Customer Satisfaction

As earlier mentioned, customers mostly purchase from a brand that uses a language they understand. When you change your marketing approaches to friendlier designs and languages that the local audience understands, you satisfy the clients more, which translates to more positive reviews, more referrals, and more sales.

2. Increased Global Reach

Both localization and globalization tactics play a huge role in helping you expand your market outreach. After all, you need international clients and that's why you are translating or converting your content. 

In the end, many people get to understand your adverts or content, and this boosts your global reach and awareness.

3. Increased International SEO

The business world is becoming very competitive, and only the best performing websites get the best ranking. Both localization and globalization approaches can improve your international SEO rankings because your websites get better rankings from Google, and from humans too!

4. Increased Competitive Edge

It's not easy to pave in into a foreign market and make your way up. But with localization and globalization, you can easily study your audience's needs and provide exactly that. By so doing, you outshine the local competitors in those countries/areas and grow your brand with ease.

Bottom Line

Customers feel more appreciated and comfortable by the brands that tailor goods or services based on their cultural needs. Through localization and globalization, your business can reach your international target audience and win the trust of new clients.

You only need to ensure that your language translation is top-notch so that the new audience can understand your content and create interest in your business. 

If you need help in translation or interpretation services, contact us.




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