{"id":3115,"date":"2022-07-06T01:04:50","date_gmt":"2022-07-06T05:04:50","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2022\/07\/06\/effective-localization-practices\/"},"modified":"2022-07-06T01:04:50","modified_gmt":"2022-07-06T05:04:50","slug":"effective-localization-practices","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/effective-localization-practices\/3115\/","title":{"rendered":"Poor Localization Practices Can Not Only Impact Your Marketing Strategies, but Your Sales. Here\u2019s What Brands Need to Know to Localize Effectively."},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>By Izzie Xu, Director of Localization, <\/em><a href=\"https:\/\/croud.com\/en-us\/\"><em>Croud<\/em><\/a><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Inaccurate cultural references and poorly-translated content are a recipe for a marketing disaster waiting to happen\u2014and can drive global consumers away from buying your product and instead, into the arms of your competition. The good news? It\u2019s completely avoidable and within your power to ensure that\u00a0 you\u2019re not only hitting your target demographics but reaching them in the most culturally-relevant ways. But first, you\u2019ve got to put in the leg work and familiarize yourself with your audience\u2019s cultural norms, behaviors, needs, desires and market nuances. Making your consumers feel both seen <em>and <\/em>understood takes time and effort\u2014and is all too often overlooked. But it\u2019s the key to successfully localized campaigns, products and services\u2014whatever it is your marketing.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\">Embrace the Details<\/h2>\n<p class=\"wp-block-paragraph\">Cultural appropriation, stereotypes and slang can each create marketing-related challenges. It&#8217;s not just a matter of using soft skills to hit the right notes when it comes to localization and language; it could mean the difference between keeping or losing international customers, especially when launching in fresh territory.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Performance marketing agency <a href=\"https:\/\/insight.croud.com\/hubfs\/Croud%202022%20H1%20Localisation%20Report\/2022%20Localization_Report_Croud%20US.pdf\">Croud&#8217;s report on international localization<\/a> surveyed consumer attitudes toward brand localization across Western Europe and the Asian Pacific, demonstrating that as a result of language and cultural inaccuracies, over half (57%) of consumers experienced difficulties purchasing from brands.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">In fact, nearly one in four (24%) consumers said that inaccurate cultural references or content on a brand\u2019s website would not only lower their trust in that brand but also cause their interest in purchasing something to come to a screeching halt. Furthemore, more than two-thirds (69%) of consumers stated their expectation that international brands would tailor both video and imagery to their respective location and language. This means that a language shift is not enough, as consumers increasingly expect to see individuals who look and live like them in the brand advertising they encounter on a daily basis.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\">A Closer Look at Each Market<\/h2>\n<p class=\"wp-block-paragraph\">Recognize that in order to make a good first brand impression, you\u2019ve got to ensure that every piece of content and every single image is linguistically and culturally relevant. In fact, when we break the data down by market, we further uncover just how crucial accurate, nuanced translation can be in leading a brand to success. Two in five (40%) German consumers surveyed stated that they would be less inclined to purchase from a brand if they came across untranslated or poorly translated content, with one-third (36%) suggesting that they\u2019d opt for a competitor instead. This mistrust was similarly found in Japan, where nearly half (44%) of consumers stated that they would lose trust in a brand due to poor translation, with 29% taking action to look for alternatives. In China, 42% would seek out local reviews for reassurance after experiencing poorly translated advertising.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Mobile Matters<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">Across all markets, 32% of respondents replied that website optimization for mobile experiences was \u201cessential\u201d to their shopping habits\u2014which is to say that brands must consider mobile environments in every instance moving forward.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\">Real and Local Remain Key<\/h2>\n<p class=\"wp-block-paragraph\">Equally important, three in five (61%) of consumers said that in order to trust testimonials and reviews from people who purchased the product they\u2019re considering, those reviewers must also be local and speak their native language. Local currency is equally important, with one-fourth (26%) of respondents across all markets stating that they would not buy from a brand that exclusively uses foreign currencies on their website. Even though it may seem inconsequential at first, if consumers from China see an ad depicting a price in euros or pounds for instance, they have one more reason to walk away from making that purchase.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Relevance<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">No ad will ever land if the message isn\u2019t something customers want to hear about or related to something they care about. In other words, relevance is everything to success. Relevant and appropriately localized ads, content and imagery drive results. So when launching into a new market, get on the ground, do your homework and educate yourself about that market. Then put your learnings into practice and weave them into every piece of marketing you\u2019re planning.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>When launching into a new market, get on the ground, do your homework and educate yourself about that market.<\/p>\n","protected":false},"author":7,"featured_media":3116,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[4],"topics":[2],"class_list":["post-3115","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-culture","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Poor Localization Practices Can Not Only Impact Your Marketing Strategies, but Your Sales. 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