If your business has an effect on every corner of the globalized world, it is only natural to think global, act local. However, while the saying is typically associated with encouraging societal change on a macro scale, micro scale world should not simply detract itself from being seen as a driver of global change. This marketing approach motivates transnational companies to create a coherent policy when selling internationally while understandably remaining flexible in terms of on the ground tactics and adjust to the local market preferences and needs.
While adhering to a unified branding and marketing strategy has its reasons and advantages, without putting themselves in their customers’ shoes all over the world, companies are missing an opportunity to earn nearly half of their potential revenue. Not even mentioning the chance for the impact to grow exponentially in terms of brand loyalty, customer centricity etc. These investments do pay off.
However, mildly speaking, it is kind of a bother to get local. Not only in technical terms, but also timewise and digital marketing-wise. It is already problematic enough to deliver quality content in general; even more so when you decide to localize it. Some companies have already adopted a unified solution to tackle these issues and to be able to respond smoothly to their stakeholders’ needs. So what are the main bumps on the road of adopting a localized policy instead of sticking with a global message?
Here’s the thing: no matter whether the company is product-oriented or market-oriented, it expects its content messages to not to create black holes in budget expenditures. Consistency and content reuse is the budgeting solution you are looking for. It considerably reduces expenditures for translation and therefore, enables you to control translation costs both at the well-tried fields and on new emerging markets.
Similarly, it is in company’s interest for its localization strategy to include centralizing common resources as much as possible. Only 29% of the respondents in recent Accenture report strongly agree that their content is consistent in style and tone across all channels. Making digital content in general, as well as its assessment and approval available on one platform enhances consistency of your message and alleviates expected budget constraints.
If only there was a way of keeping content creation process organized, quick and consistent across channels… This brings us to our next point, since solving these issues also reduces time-to-market, even if you have to spend some additional time for localization.