CNN has a separate programming for Latinos in the U.S.; Nike's homepage ads can vary from country to country depending on the sport each one is famous for; and in Singapore and other Asian countries, McDonald’s sells prosperity burgers during Chinese New Year.
But what do all these concepts have in common?
These brands are not only focusing in language (translation) when approaching new markets but also taking CULTURAL VALUES into account -- they are LOCALIZING their content.
LOCALIZATION is the process of adapting a product or service to a specific locale or market. It aims to eliminate – or minimize – local sensitivities giving a product the look and feel of having been created specifically for the TARGET MARKET.
Why Localization is the Key to Success in Overseas Markets
GLOBALIZATION works on two levels: composing a message to be sent across borders (INTERNATIONALIZATION) in the first place and secondly, LOCALIZING to specific markets, foreign languages and cultures. This process will benefit your business in many different ways:
It will increase customer satisfaction because you’re addressing your costumers' needs. From currencies and units of measurement to user manuals or proper local formats for dates, addresses and phone numbers, localizing your content will make them understand your content or product and be more comfortable and likely to make a buying decision.
It will increase brand loyalty because you’re communicating with your costumers in their native language and your content will be modified to suit their tastes and consumption habits. That will help you gain their trust.
By localizing, you approach the message to wider audiences speaking different languages and living in different cultures, and that will also lead your business to generate more profits and become more competitive (at both local and global level).
Still doubting about what's your next step if you’re planning to expand overseas?