Companies selling products and services in various countries around the
world has become increasingly common. Many organizations are now global
entities with offices and marketing throughout the world. Localization has
been a common denominator in the spread of these businesses into new
markets. What should you expect in localization trends in 2018?

What is localization?

As the world becomes one large marketplace, a lot of marketing has become
homogenous, catering to this global audience and customer base. At the same
time, global marketing means you are dealing with innumerable cultures,
religions, languages, and belief systems. What works as a great tagline in
the United States, for example, might not work at all in India.
Localization ensures the following when marketing globally:

  • Adhere to local cultures and values
  • Abide by local legal regulations and rules
  • Use local currency and units in ads
  • Appeal to local consumption and buying habits in campaigns
  • Use content in the local language for better comprehension

Top localization trends for 2018

  • Localization for small emerging markets
    : Localization was usually looked at only once markets became viable
    and started growing at a rate that was acceptable. However, it has
    become increasingly clear that without localization, many markets will
    never catch on to a new product or service. They need to be able to
    identify with a new product or service, something that is only possible
    to achieve using localized campaigns and marketing strategies. 2018
    will see a lot more efforts to localize ads and other marketing
    material.
  • Localization of CTA and native campaigns
    : CTA refers to call to action, an important part of ads and marketing
    campaigns. A CTA tells people what they should do once they hear about
    a product or service. A CTA that works in a city might not work in a
    rural setting, for example, which is why it needs to be localized for
    maximum impact. Creating native campaigns ensures that CTAs connect
    with the local population and creates a viable market for a new product
    or service. The importance of localized CTAs will only increase in
    2018.
  • Localization in booming markets
    : Many organizations believe that once a market has accepted a new
    product or service and is helping the organization grow in the market,
    there is no need to further localize marketing and other material for
    that market. However, lately, trends and research have shown that
    people will stop buying products and services if they no longer appeal
    to them or connect with their beliefs and switch to other products and
    services that do. In 2018, the focus will be on retaining and further
    growing booming markets using targeted localization.
  • Localization of live videos for marketing
    : Live streaming videos have become an increasingly popular trend,
    especially on social media. They give an unbiased, unedited version of
    an event to all viewers. Many organizations and brands have been using
    live streaming videos as a marketing tool of late. Although this works
    really well, live videos give a glimpse of culture and language in a
    way that is raw and real. For such video to work well in different
    markets, they have to be localized. People in such videos should look
    and sound like the people being targeted through the video campaign for
    the target audience to identify with the product or service. In 2018,
    expect to see a lot more localized live streaming by brands and
    organizations.

Localization is no longer considered a factor to be considered as an
add-on. It has become integral to succeeding as a global enterprise and is
crucial to becoming a global brand and business.