Marketing implementation made simpler with production services The initial stages of a marketing campaign are always an exciting time. You’ve already got yourself a great product, a generous budget in place, and a juicy sales target looming on the horizon. They’re the first steps to marketing success, and the world is your oyster. Getting a […]
A few years ago, the businesses were all about standardisation of business practices. There are many examples, like Wal-Mart, Mc Donald’s, Spencer’s etc. to name a few. This strategy had even worked well for them as the ruthless standardisation enabled them to optimise their business processes, align more efficiently with their suppliers as well and optimise their strategies, since it was a single minded strategy that they had to follow throughout. However, according to an article published in the Harvard Business review, even though this approach has been highly successful as these organisations have been immensely successful, it is now being replaced by localisation strategies.
With the increasing diversity because of globalisation, the customer preference towards the customised localisation services and value offerings has also increased, making localisation the way forwards for the businesses today. Some useful points to keep in mind for businesses seeking global growth through localisation are presented below:
Language is the Key
As a company which is seeking international expansion it is of utmost importance that it is able to speak the same language as its customers, in order to evoke the same emotions and carry the same implications in the target language as it does in the source language. It is noteworthy here that there is a huge difference between translation and knowing the language. For localisation to be effective, it is important that the business entity makes an effort to understand the local language and not just rely on common translation. This aspect is particularly relevant for websites, which should adapt their content according to the country for maximum impact.
Importance of User Generated Localised Content
User generated content has become quite significant from a marketing and branding perspective today. According to a branding study conducted, the user generated content today has become an equivalent of the word of mouth. Blog comments, social media activity of the customers and their interactions on the different online forums play a huge role in influencing your target customers. Therefore, it is also important that a local version of these user generated contents is also available so that a social circle of adequate size can be created specifically for the region.
Localisation is a complex task as it involves coordinating the business activities across the value chains which are spread globally. Therefore, it is crucial that proper planning and effective management is performed to ensure optimal operation 4. This might also entail adapting the overall product development process according to the regional difference in customers’ preferences. For example, the company can launch different versions of a standard product in multiple countries.
Understanding the Variety and Traditions
For localisation strategy to be effective, it is fundamental that the company is able to understand the values, cultural background and the traditions of its target customer. This will provide a strong perspective into how they perceive things and will thus, enable the firm to create its marketing, branding and even the product offering in accordance with the customers’ preferences.
There are a number of translation apps and websites available, therefore you may not understand the need for a human translation service, you may in fact think that it is a waste of time and money. I’m sure we have all used an on line translation service, I know I have, and just assumed the translation they provide you with is correct. However, how reliable are these services? I can’t imagine for a second that they are as reliable as human translation, especially when it comes to unique words and grammar which could result in numerous inaccuracies and misinterpretations.TranslateSharkis a translation service with nearly 50 multi-language speaking members of staff who can translate your documents for you.
There are many sectors who use translation services, including:
- Educational institutes – for producing literature for international students
- Multi-national Corporations – to…
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When it comes to marketing alcohol, producers need to be creative as they walk a tightrope between doing what it takes to sell their product and doing so in an ethical manner that takes into account local culture as well as the dangers associated with their product.
In sub-Saharan Africa the first step of the equation means catering to the market by slashing your prices to the bare minimum to turn a profit, as London-based Diageo, the world’s largest spirits company, has done in its efforts to target even the poorest consumers. In fact, Diageo’s strategy of selling locally-made liquor at dirt-cheap prices has been so successful they’ve even taken business away from illegal distillers of changa’a, a home-made liquor made from molasses and mashed grain in sub-Saharan Africa’s worst slums. By selling their cheapest whiskey, Jebel Gold, at 10 cents for 30 ml, Diageo are giving their customers exactly what they want – cheap liquor.
It’s not just low prices that are driving Diageo’s sales, however. In another effort at translating advertising tactics to suit the local market, Diageo’s medium of choice is radio, with ads delivered to remote villages in the local dialect or slang, thereby allowing Diageo to reach new customers who’ve never even consumed alcohol before.
Behind the News
But surely a marketing strategy of selling cut-rate liquor to people who’ve never drunk before raises some ethical questions – which is why Diageo has also joined the world’s 13 leading alcohol and wine makers in signing a commitment to reduce harmful consumption of their products. This commitment includes following a set of global guidelines for advertising online and on social media in order to ensure that alcohol isn’t marketed to underage drinkers and investing in programs that will reduce drink driving.
To combat high rates of drink driving accidents in South Africa, which are some of the highest in the world, Diageo have produced targeted, award-winning creative awareness campaigns. It started with their “Drive Dry” advertising campaign, created by Foxp2 agency in Cape Town, which featured the tagline “It won’t happen to me.” A later iteration of the campaign used the tagline “Who’s driving you home tonight?” The digital, print, TV and live activation campaign was supported by an engagement platform that encouraged consumers to make a pledge not to drink and drive.
In addition, the company have implemented their Red Card initiative to address underage consumption in Uganda, and support a responsible drinking program in Ghana, where they have also advocated for stronger legal purchase laws.
Diageo’s attention to local culture doesn’t end there, however. The company sources 70% of agricultural and packaging materials locally and works with more than 50,000 local farmers for its agricultural inputs.
With Africa seen as the last frontier for the global spirits industry, it’s clear that to be successful, liquor companies will have to adopt a two-pronged marketing approach that simultaneously caters to local wants for cheap drink while educating them about the perils of the same. Diageo has so far managed to walk this tightrope to global success.
Welcome to Masters and Mavericks, the exclusive podcast dedicated to innovation in global cross-marketing, global social media and more. Hosted by Textappeal and Newsroom founder Elliot Polak, Masters and Mavericks is a monthly programme designed to highlight individuals as well as organisations that are disrupting established brand ideologies and social media challenges with fresh concepts and new business ideas for today’s digital marketplace
Jason Barrett is a social media influencer and strategist and is the founder and CEO of Social Talent. After almost a decade spent as a business developer in publishing, he entered the social media space in 2006 as a consultant. He joined McCann Worldgroup in 2009 and was later named Head of Digital and Creative Technology at McCann London. Jason has provided expertise on digital and social media to countless brands, connecting influencer talent to some of the world’s most visible brands.
How do you make…
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With globalization now part of our lives, businesses are more focused on building their website, application or any other piece of software for a global audience, targeting consumers from a specific country and adapting the software product according to that culture and language.
When deciding to reach new and international markets, people usually have some difficulties making a clear distinction between globalization, internationalization and localization that can generate some confusion. They tend to use globalization and internationalization terms interchangeably like they are synonyms, but there are differences that need to be taken into consideration. That is why, we thought it would be useful to define each of these concepts and to clarify things a little bit.
1. Globalization (G11n), considered to be the new way people and countries will interconnect in the future more efficiently, refers to the process where economies of different countries in the world are more in more connected to…
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“By 2115, it’s possible that only about 600 languages will be left on the planet as opposed to today’s 6,000,” according to an article in the Wall Street Journal by Columbia University linguistics teacher, Dr. John McWhorter. While many acknowledge that the de facto language for global communication—business or otherwise—is English, it’s undeniable that the seven billion people in the world speak a language other than English in their everyday lives. (In fact, while English is the third most widely spoken language, it’s only the native language for about 5% of the world’s population, and only about 30% of the world’s population speaks English with some degree of competency.)
English will never dominate our planet completely—that’s a good thing, since languages are what bond families and societies from one generation to the next.
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