The marketing campaign is an integral part of a business’ success. It is common knowledge that a very good product if not marketed properly might go unnoticed no matter how high the potential of conversion. Keeping in mind the relation between marketing and success, it is important for every business to markets its wares wisely.
Talking about wise marketing, there has been an interesting shift in the way people do it today. Earlier it was all about reaching the global audience but with experience, the e-commerce industry has learned that marketing should go locally to make the proper noise.
Why is it wise to market a brand locally?
1. Familiar Grounds Tug at the Heart
As a species, humans look for familiarity. A brand that represents the local culture and speaks the local language easily makes space in the consumer’s heart. True, it seems primitive in the global age but it is how it is. There is an undeniable charm about familiarity and a brand can penetrate through this familiarity only by localizing its campaign.
2. Reach out Hidden Audience
The global audience in the world is quite minimal when compared to the local audience. The word global might seem all encompassing but the truth is there is a vast number of people who do not even reside mentally on the global scene.
As such a marketing campaign that is global misses out on the local masses of the world. Marketing a business locally helps a company from missing out on the potential of the local population.
Looking at the picture from a lay man’s perspective, it is very obvious that a brand that is marketed locally does not only attract the city dwellers but also reaches out to the small towns and villages of the targeted country.
Who in their right minds would want to miss out on such a huge potential of consumers? Of course a business serious about profits would not.
3. Diversity of Tastes
Different regions of a country has different tastes and interests.
When a business goes for a global marketing campaign, it reaches out to only those people who share the global taste of life. It fails to generate an interest in the others who are very locally inclined about their preferences. This acts as a hindrance towards a company’s profit making venture.
Citing a common place example, we see that the global food chains offers the same products across the world, but their food is custom made to suit the taste preference of each region they are operating at. The same burger tastes different in America and different in India.
Why do they do so?
This infusion of diversity makes a brand win hearts across geographical differences. Same goes with online brands. It is important that the products that a company sells is imbibed with the local culture and flavour. Companies who fail to do so, often miss out on potential customers.
4. Infuse Emotions
No matter how hard-hearted a person is a strong display of emotion will surely make him/her take notice. Taking notice is the first step to attracting customers. It is important that when a company is marketing its brand locally it infuses the local emotions in it. Maybe, a place attaches great significance to a film star, maybe it attaches great importance to its festivals. Understand what touches the local people’s hearts and infuse the same emotions in the marketing campaign.
For example, the coca cola company, to attract more Chinese buyers in China endorsed the brand with Chinese celebrities. More so, it tailor-made the cans to accommodate the celebrity faces on it.
Going for local marketing opens up the otherwise hidden profit making potential to a company. However, it is important that one has a local expert to guide a company’s campaigns. It is not possible to penetrate through a local market without having a proper understanding of it. Images used, languages spoken, cultures expressed might not necessarily translate according to what a company thinks.
Citing an example, there was this case in Spanish speaking countries where Nokia failed to create even the minimal buzz. This is because the word Nokia is the Spanish slang for the word prostitute. An attempt to localize Nokia in the Spanish language created more trouble than profit.
It is important that a business hires a localization specialist, understands the market and then moves forward.
Localizing a marketing campaign is catching up with the e-commerce industry because of the profit that it brings in. Spread the local wings of a business and watch the windfall of profits that grace the company.
Comments