Eighty-six percent of marketers intend to look for ways to better localize their marketing content, according to a recent survey by the CMO Council. Other findings of the survey reveal the importance that marketers place on localized marketing and demonstrate that more work is needed to make localized marketing effective.
The findings showed:
- 49% of survey respondents said that localized marketing is essential to business growth and profitability.
- 41% of respondents said they devote 30% or more of their marketing budget to field or localized marketing and merchandising programs.
- Nearly 50% of respondents said that they are underperforming or need new strategic thinking and capability development in the area of localized marketing.
The need to make marketing messages and materials more relevant is the driving force behind the widespread interest in localized marketing. As the CMO Council noted,
Despite the homogenization of markets, media channels, and brand experiences globally, localization of messages, images, creative executions, offers, deals, and interactions is still critical to marketing effectiveness and customer relationship building across many business categories.”
Prospects and customers now have easy access to a wealth of online information, and they are choosing when and how they will obtain information about potential purchases. That, combined with the ever-increasing amount of marketing and advertising clutter in the environment, makes potential buyers less receptive to generic marketing messages and materials.
In these circumstances, relevance becomes an essential element of effective marketing, and localizing marketing messages and materials is a proven way to increase relevance.
Global enterprises face particularly complex challenges in delivering relevant, localized marketing content. In addition to basic translation, global marketers must provide content that uses the right currency and includes images and other features that are appropriate geographically and culturally.
Key Requirements for Content Localization