Digital Marketing Trends that Increasingly Rely on Localization

Although traditional marketing relied heavily on persuasive communication and a lot of persistence, modern marketing is much more reliant on technology and smart strategies. And in our globalized society, the age of digital marketing targets customers all over the world through social media and multimedia content.

As our world continues to grow more interconnected by the day, brands need to find innovative ways to leverage the power of global marketing through the use of Artificial Intelligence and other emerging technologies.

However, there’s one barrier that’s as old as time itself: the language barrier. But according to The Ultimate Guide to Localization, there’s a modern solution to cross this ancient barrier: marketing localization!

But where and how do marketing localization projects tie in with digital marketing, and when should brands consider using it? Read on to learn more about which marketing trends go hand-in-hand with localization!

Voice Search

Voice search technology makes it easier than ever for consumers to find products and services on the go. But if you want your customers to find YOUR product or service when they use voice search, you need to ensure that your content is optimized for voice search. More importantly, you need to ensure your content is tailored and optimized for multiple languages and global campaigns so that your products or services don’t cater to just one group of languages.

Multimedia Marketing

Video is arguably the most popular type of content among consumers, and it’s also one of the marketing trends with the highest ROI. Today, users prefer watching videos over reading text, but in order for your videos to really engage your viewers, they must be subtitled or dubbed, which is part of the localization process and a cornerstone in international marketing. When you localize your multimedia content, your videos are culturally and linguistically optimized to ensure they’re acceptable in the country they are viewed in.

Influencers to Engage Your Target Audience

We know that people trust people, and that’s exactly why the influencer marketing trend has skyrocketed over the last few years. But having an influencer endorse your product to a single market segment will see you potentially missing out on a goldmine of opportunities. On the flip side, however, localizing the reviews of the local influencer with the help of a business process outsourcing partner will ensure your brand is represented on a global, and not merely local, scale. Localized versions of reviews can help expose your brand to foreign markets and ensure your marketing messages transcend the language barrier. 

Chatbots

Many organizations use chatbots within their customer service departments to help automate the customer engagement process since it’s quicker and more cost effective than hiring human customer service agents on a full-time basis. The only caveat is that the chatbot conversations must be multilingual as far as general greetings, grammar, and writing style are concerned. There are also many nuances tied to multilingual discussions, but that’s something that localization professionals are experienced in and why you need their professional assistance for translating your chatbot program.

Social Media Marketing Campaigns

We live in the age of the internet, which also means that we’re exposed to a plethora of marketing materials the moment we set digital foot in the social realm. You know how many ads Facebook are home to, and if you’re going to compete with those ads and make a lasting impression on your audience, you need to find a way to ensure your message and theme resonate with them. The answer lies in localized content and a strategic marketing localization strategy. Thankfully, the task becomes a little easier when you work with professionals to translate and localize your marketing content for multiple markets or a global marketing strategy.

AI to Monitor Your Target Markets

As a current master in interaction design nicely explains, professionals who aspire to become tomorrow’s digital leaders have to be equipped with the collaborative, critical thinking and technical skills required to react, adapt and leverage the impacts of digital transformation, in addition to understanding how the digital world can be harnessed for strategic purposes as marketing. 

Artificial Intelligence apps and programs are already being used to automate some functions in marketing. This is what many organizations refer to as data-driven marketing. Brands now use AI forecasting apps to successfully forecast a sales cycle and monitor what audiences are discussing on social media. This form of social listening identifies the customer’s needs and suggests smart ways to meet those needs. If your company is using AI within the marketing department, you can localize these apps and the data they collect to better understand consumer behavior and trends to make better-informed decisions.

Wrapping Up

In this post, we looked at 6 of the top trends within marketing that rely on marketing translation and localization in order to be as effective as they were intended to be. In our interconnected world, you’re closer to your customers than you have ever been, but if you’re not localizing your global marketing campaign, you’re stuck in pre-internet times and missing out on harnessing the real power of digital marketing. With the right marketing and localization teams, you can smash through linguistic and cultural barriers and finally reap maximum ROI with your digital marketing techniques and global marketing efforts!