Marketing Localization

Marketing localization: Entering a new market is not always an easy task for companies. Understanding the new audience/clients/members or consumers and their market requires a lot of research to achieve the desired results. Here comes the power of customized marketing assets, that aim to engage the audience and deliver the message in relevant terms.

A successful marketing content is the content that is able to provide the best possible way to deliver the message for international audience in their own language. A key aspect of a good marketing message is the difficulty to figure out it is actually localized.

A good marketing localization strategy can go a long way in achieving brand respect in local markets and engage audience and win their loyalty, and the lack of such strategy can cause a lot unwanted issues that affect a brand or company success in a specific market.

A good localization process = a great localized marketing content The localization team involved in the process should engage with all aspects of marketing assets creation. The team should engage with researcher, writer, designer, and local marketing team (when available). A successful localized content should: attract customers, inform of brand and/or product and support sales.

A successful localization process of marketing asset should focus on the following: The appeal of the content to native speakers; the more your audience feel that your message is translated the less successful it would be in delivering the desired message Style: colors, imagery, graphs and some concepts vary greatly from cultural to another. Voice and Tone: the relevance to nature of brand/product, and characteristics of the target audience Examples: Italic text - the symbol of piggy bank (that is used to express the concept of money of finance), is actually very offensive to some cultural. - Using cultural terms (sports for example) are not universal and might create a lot of confusion - Idioms and expressions are culturally dependent. - Colors and sentiments related to them vary greatly from one culture to another.

Types of marketing content: Marketing Webpages Blog Posts Campaigns Landing pages Market relevant product data for example Fact sheets Sales support White Papers/E-Books Slide Decks Videos Product Demos – Feature Videos Customer Stories

Marketing asset creation process: •research •Content Creation •Design •Content preparation •Localization •Translator •Transcreator •Copy Writer Post- Engineering •DTP •Production •Review (in-country when available) •Publishing •Evaluation (success metrics)