Jump to content

The Benefits: Localization

We investigate the top 3 benefits of localization and the impact the service has had on international business.

Have you considered localization?

When thinking about expanding your business on an international level, there are many things to examine.

For example, how are you going to market your product or service on the global stage, in multiple languages? You might be considering translation; however, did you know that other language services can be recognized, and have the potential to be more beneficial?

This is where a service like localization shines.

In this blog, we will be investigating the 3-core benefits of localization services for your business – So, let us dive in and look at how introducing localization is advantageous to your international growth.

So, what is localization?

Well, it is the process of adapting marketing campaigns, website content, and product packaging to suit a specific location.

One method of localization could involve translating the website and ensuring all price lists have display costs in the currencies of the target region or changing the copy from US English to Australian or British English.

The process of localization can also involve researching a locale so that offensive terminology, images and jokes can be avoided at all costs.

One example of a company that needed to use localization was American car giant General Motors (GM). Often known for their vivid and unique names, they decided to name one of the cars Nova. To English and Latin-speaking countries, the term ‘Nova’ is something new, bright, and out of this world.

However, the blunder came when the car entered Spain and Italy. Due to the term Nova not being localized, GM did not realize that Nova translated to ‘Don’t go.’ This then impacted sales of the car in the Spanish and Italian markets.

The Benefits of Localization:

Improves Customer Experience and Loyalty

Localization achieves a better customer experience by using language, imagery and slang that is commonly used by a region. By making these modifications to the content on a website, in a marketing campaign, or in product packaging, customers will have the ability to resonate with the brand on a personal level.

A case study of a business improving customer experience can be found in Netflix’s international strategy. Did you know that Japan, France, and Germany prefer language subtitles to dubbing?

Netflix introduced localization practices into its multimedia content by researching whether subtitling or dubbing would be most appropriate for a specific region. This has impacted the way in which Netflix has made its content multilingual by ensuring all TV shows and movies have the appropriate languages available in subtitles or dubs.

As well as this, streaming services use the customization of thumbnails as a way of appealing to customers in different countries. Netflix has identified the importance of personalized thumbnails, as 82% of viewing figures come from the images shown on the thumbnails.

Most titles in the US show the actors of the TV show or movies with theatrical expressions on their faces. However, in countries like Brazil and Germany, tiles with strong imagery without people are more effective.

Overall, through introducing localization into your branding and communications, customers are more likely to trust your organization, and become loyal purchasers.

Localization graphic 72

Strengthens Global Presence

Going global is an aim for most companies. But how do you stay global?

Well, by localizing your products and services you will only strengthen the international presence of your business and continue to expand in the market.

Many companies will run marketing campaigns that appeal to a specific market.

For example, Coca-Cola’s “Share a Coke” campaign in 2011. This campaign was centered around a simple yet effective idea of introducing names on Coca-Cola bottles and cans. This was one of the most successful localized global marketing campaigns.

It was implemented in over 70 international countries. Coca-Cola’s success was driven by its localization strategy. Cola invested in research to know the most common names in each country to ensure they were reaching the right audiences.

Maintaining The Increase Sales on an International Level

Being recognized as an international company is a huge achievement. As a result of going global, brands see an increase in sales and revenue.

But how do you maintain this? Well, you guessed it — through localization. By continuing to use localization strategies you can ensure your customers are staying connected with your brand.

As well as this you will get to know your market and can introduce new products and services. Localizing your content aiming campaigns will ensure you are staying on trend with your current market.

By staying on trend, you will be able to maintain your sales growth on an international level, which is something no one can refuse.

How can you localize your content?

Every organization can benefit from introducing localization into its global expansion plans. Therefore, you should consider localizing your content.

Wolfestone Group has supported companies for years and has helped businesses expand into international markets.

Get in contact today and find out how Wolfestone Group can help you.

More of our latest insights


Get the latest translation insights straight to your inbox