Say what? How localization, not globalization, is key to marketing success

Overseas, under pressure

Rising costs and a turbulent global economy mean that marketers are increasingly under pressure to replicate domestic success into other markets as cost effectively as possible. Nearly a third of companies looking to expand overseas are challenged by the costs of doing business abroad.

Meanwhile, dwindling language skills in the workforce and blunt translation tools are only adding to the strain. 76% of consumers prefer to purchase products with information in their native language. But 86% of native speakers have been served culturally inappropriate content, according to recent research by RWS. And these translation missteps are damaging brand reputations and sales in today’s trust-driven economy.

Word on the street – inclusivity matters more

Today’s audiences demand that brands not only know them, but really understand them. Personalized, relevant, inclusive communication builds brand trust. And that’s especially true among younger, lucrative audiences, who have even higher expectations of authenticity. 78% of Gen Z (16-24 yrs) consumers would switch brands for those that demonstrate a better cultural understanding of them.

Krissie Petfield, head of marketing at HAI says: “Businesses need to adapt their localization strategies to cater to the expectations of younger, more globally connected consumers. Failing to meet these expectations can result is a lost opportunity to engage an influential consumer group.”

Localization – more than just lip service

Localization goes beyond direct translation to ensure brand messages really resonate with local audiences on a deeper level. It’s about adapting content, products, or services to fit the specific linguistic, cultural and technical requirements of a target market. That can include everything from adapting visuals to adjusting date formats, phone numbers and payment methods.

Ultimately, getting localization right delivers more bang for marketers’ bucks when going global: it builds customer engagement, trust, credibility, and a competitive edge in a crowded global marketplace.

Decoding language success

Standard AI translation tools can boost efficiency. But, when used in silo, they can also lose that nuanced understanding and human touch that’s crucial for crafting truly authentic and impactful messages. An over-reliance on AI without human oversight can result in generic and unengaging content that fails to resonate with diverse audiences.

That’s why marketers are now increasingly turning to hybrid models that combine the efficiency of AI with the expertise of human translators. This ensures that translations are not only fast and accurate at scale but are also culturally relevant and resonate well with target audiences. Plus the speed of these human-honed translation platforms means marketers are freed up to focus on other strategic and creative tasks.

For example, language services provider RWS has launched HAI, an AI-powered online translation portal which integrates AI-enabled tools with the oversight of professional linguists. Translation memory (TM) tech stores segments of text that have been previously translated into the marketer’s dashboard, so they can be reused in future, reducing time and cost and ensuring consistency later.

“As businesses continue to expand globally, those that invest in culturally sensitive intelligence will have a significant competitive advantage,” says Petfield. “Whether they’re translating marketing materials, legal contracts, technical manuals, or any other business-critical documents, marketers can blend the efficiency of advanced AI technology with human expertise, to connect more meaningfully with audiences all over the world.”

How else can marketers excel at localization, to ensure their words speak volumes?

Do your research. Take the time to understand the cultural nuances of different target markets before translating or localizing any content. Research local customs, traditions, sensitivities, and communication styles. This will help you tailor messages accurately and appropriately. Partnering with translators and localization experts will also help navigate nuances, to make sure messages land well.

Get down with the demographics. Recognize that different generations may have varying expectations when it comes to cultural sensitivity and language. Consider creating different versions of localized content to cater to the preferences of specific age groups.

Don’t stand still. Language and culture are constantly evolving. So your translation memories, style guides, and glossaries should too. Regularly update localization assets to reflect current usage and cultural trends

Stay in touch with tech trends. Also recognize that technology solutions are fast-evolving. Encourage your team to stay plugged into the latest trends in AI-powered localization, so you can stay ahead of the changing global marketplace.

For more insights and advice on localizing content for overseas markets, contact HAI.