If you want to grown and expand your company on a global level then you’ll need to understand what is the difference between localization and globalization.
They might some similar but they are far from the the same. To utilize their power, you must first fully understand what they are and how they work.
We’ll give you some helpful information about localization and globalization which is key to support in the growth and expansion of your company.
Keep reading to find out what localization and globalization means, what are the pros and cons of each and some helpful examples of businesses already using these means.
What Is Localization?
Localization is the process of adapting your business offerings for the local target market. This means your products and services are changed in a way to meet the needs and demands of different cultures.
There is a range of aspects that can be looked at and altered to better suit local target markets.
Language translation is an important aspect to consider when implementing localization techniques. This ensures you are communicating correctly so your target audience can fully understand your messaging.
It’s not just about delivering your marketing in the right language, it’s about fully understanding how your target audience communicates and the local customs. This means adapting your tone, humor, cultural references and use of colloquial terms to fully resonate with the specific locale.
Imagery and color used in campaigns is an important part of localization. Graphics and pictures have different meanings in different areas. Some colors mean different things to different cultures.
This form of communication may not be verbal like language but it is equally important in conveying an unspoken message about the brand.
The user interface of your website and or mobile app is an important thing to consider when localizing to your specific target market. Different countries use different keywords and even different payment processes.
Adapting the formatting of your messaging and website content is also important for local markets. You need to ensure that dates and times are written in the locally understood format. Consider the use of currency, symbols and phone numbers to ensure smooth communication methods.
Agencies in local areas can help your business create a localization process for a specific culture which their specialist local knowledge and. Improve Chile localization with support from a local agency.
Examples of Localization
A great example of localization is the way Netflix tailor their content to the location of the audience. They show the different popular shows based on the country and boost certain category types depending on where you are.
You’re more likely to see the Bollywood category if you’re searching Netflix in India as opposed to searching in Western countries. Multiple languages are also of course used to whichever speaking area you are located in.
Another great example of a business harnessing localization is Airbnb. Airbnb has a localization strategy based on a deep understanding of local markets.
Using data it knows that audiences searching from Asian countries have a preference towards group travel and Spanish audiences appreciate seeing user generated images of homes to visit.
Pros of Localization
Localization can help you target a specific market and gain more share in that particular market. It helps to build a stronger relationship with the local audience which results in increased sales and increased customer loyalty. Tailoring the customer experience on a local level builds a foundation for future growth in that market.
Cons of Localization
Focusing only on a local level can have detriments to your brand. Focusing too much on localization can cause brand discrepancies between areas or countries if the brand identity changes between each place. Your brand perception may be damaged if someone moves between countries looking for your brand to find it is different from what they usually expect to see.
What Is Globalization?
Globalization is essentially the opposite of localization as it focuses on how your market your business on a global level to international markets.
It’s about building a brand image and identity that translates across all cultures and countries. Building content for globalization means creating messaging that is accessible and understandable for all audiences.
To build a global brand through globalization there are some aspects to consider.
Firstly your business needs to create global branding by fostering a brand image that means the same thing to everyone across all areas. It can take time and development to research how you communicate this and what words you use.
The supply chain and how you operate needs to be fit for all countries and places. Robust processes should be in place so that each plant, factory, office or store can replicate and follow the same standards to provide customers with the same experiences no matter where they are.
Laws and regulations differ between countries and states so your business should have a solution that meets these for all the countries it plans on operating in.
To become a global brand you need to have a globalization strategy of how you will enter each market.
Examples of Globalization
McDonalds is a prime example of a brand who have successfully implemented globalization techniques. Wherever in the world you are, when you see the golden arches you know exactly what to expect. The McDonalds brand image is universal as the brand message translates wherever you go.
Another example of a globalized brand is Coca-Cola. Coca-Cola is perhaps the most well known brand globally. It has one brand story that everyone can understand, about coming together to enjoy the drink no matter who or where you are in the world.
Pros of Globalization
Globalization makes it easy to build your brand anywhere in the world. When consumers move around and travel your brand remains a constant that they can rely on. It becomes easier to expand and grow into new markets or industries.
Cons of Globalization
Focusing only on globalizaion may result in neglecting specific cultural needs. This may make some consumers feel alienated and not resonate with your message.
What Is the Difference between Globalization and Localization?
Localization focuses on the specific area or location adapting the business offerings to suit cultural needs. It may change the language and messaging to resonate more closely with a local audience.
Globalisation is about creating a global brand and a brand identity that translates to international audiences. The messaging is broad and can support multiple languages, anyone can relate and understand it.
SEO is a useful way to target global audiences from any country, to changing the messaging to specific locations. It’s an important aspect to consider in both areas.
You might be wondering how much does SEO cost for a small business? Well, it can vary from business to business but it’s another aspect that a digital marketing agency can support with.
What Is Glocalization?
Glocalization is a merge of both localization and local marketing with globalization and creating a global brand image.
Globalization localization focuses on building an overall global brand message but tailoring the brand experience to each destination.
This is the ideal way to market your business, taking aspects from both to build meaningful relationships with all consumers and grow the business.
Which Is Best for Your Business Strategy?
Localization and globalization are useful aspects to consider when building a growth and market entry strategy.
You should choose a blend of the two focusing on glocalization. You need to develop a global brand identity that will translate to whichever market you move to, but at the same time focus on adapting your brand offers to the specific audience and local needs.
Partner with an agency to give you specialist local knowledge of your target audience.