Localization and internationalization are often an afterthought in marketing departments worldwide. But why should marketing departments care about them and what metrics measure success in international markets? Well, let’s explore this together in this miniseries “Marketing and …”.
Marketing is all about making a brand resonate with its audience, but in today’s multilingual, culturally diverse world, that’s easier said than done. Simply translating content won’t cut it. Localization and internationalization ensure that your message lands the right way, without cultural mishaps or PR nightmares. Ignoring them? That’s like trying to order sushi at a barbecue restaurant – it’s just not going to work, and it might leave everyone confused and a little uncomfortable or very very surprised, if there is really sushi!
To succeed globally, marketing teams need to think beyond language. It’s about adapting visuals, SEO, payment methods, pricing and even humor to fit local expectations. Otherwise, you risk losing revenue, alienating customers and dealing with unexpected legal headaches. Transcreation plays a key role here, it’s not just translation, but a full creative adaptation to make sure your brand feels authentic, not like a tourist fumbling through a phrasebook.
Transcreation is like translation’s cooler, more creative cousin. It’s not just about swapping words from one language to another. It’s about taking the essence, tone and intent of the original message and tailoring it to fit the cultural quirks of a new audience. This involves a lot of creativity. Think of it as a linguistic makeover that considers cultural sensitivities, humor and tone (so your joke doesn’t fall flat in another language). It’s especially crucial in marketing, where you want to keep your brand’s vibe consistent while making sure it doesn’t accidentally offend anyone or get misunderstood. The process usually starts with understanding the source content, diving into some serious cultural research and then rewriting the message in a way that clicks with the target audience. It’s like having a local friend edit your content so it sounds just right and sometimes that means testing it out on real people to make sure it lands.
Global brands often tailor their products and marketing strategies to different regions to enhance local appeal. Coca-Cola’s “Share a Coke” campaign is a prime example, featuring locally popular names and terms of address on bottles to create a more personal connection with consumers. Similarly, Lay’s adapts its brand identity by using different names in various markets, such as Walkers in the UK, Smiths in Australia, Sabritas in Mexico and Margarita in Colombia. McDonald’s also embraces localization by modifying its menu to suit local tastes, offering items like the McSpicy Paneer in India, the Teriyaki Burger in Japan and the McArabia in the Middle East. These adaptations demonstrate how global companies succeed by blending international branding with regional preferences.
The bottom line? If you want to expand into new markets, you need to do more than just copy-paste your messaging. Get local, get cultural and get it right. If marketing professionals fail to prioritize adapting content for other markets, they risk revenue loss, brand damage, missed opportunities, legal and compliance issues, and higher customer support costs.
Stay tuned, we are just getting started! There is plenty more to explore on how to make your brand truly global-friendly. We will dive into more detail in our next blog posts in this marketing miniseries.
Overview of the “Marketing and …” series:
Marketing and the globalization factor
Marketing and transcreation
Marketing and the importance of international markets
Marketing and the extra steps to take to embrace other markets
Marketing and achieving the best results for international markets
Marketing and the factors to measure international success