Essay about The Impact Of Marketing On A Global Economy

1250 Words Aug 26th, 2016 null Page
It’s all local.

Despite living in a global economy, many customers only care about what’s happening in their neighborhoods and cities.

Brands must connect with consumers on their playing fields. And that means understanding people’s languages, cultures, and traditions.

Marketing with location at the forefront offers some remarkable benefits. According to Nieman Journalism Lab, “geo-targeted [social media] posts were 6 times more successful than posts shared globally.”

“Localization goes beyond merely having to translate website content, and it connects with consumers on a personal level, builds your brand image in a way that is both accessible and unique. In short, localization is about building trust,” writes Danyelle C. Overbo, a Smartling contributor.

Let’s explore how your ecommerce business can localize to boost sales.

Why Localize?
Localization enhances the consumer experience and expands your brand reach. It gives your business an opportunity to target a new consumer group.

Research shows that “75% of consumers prefer to buy products in their native language.”

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But your team can’t simply copy and paste marketing campaigns. Every region has its own culture-specific behaviors.

Nokia failed miserably when launching its Lumia phone in Spanish-speaking countries. The product name is slang for “prostitute” in Spanish. As a result, the brand received negative publicity.

“Even when dealing with industries or product categories that do not seem to need…

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