![]() With the release of Moana in 2016, the animation juggernaut was faced with a marketing conundrum, resulting in a swift rebrand to Oceania to prevent Italian families from stumbling upon adult content (no hyperlink, for obvious reasons). ![]() If you are aiming to conquer new market shares globally, that name should be easy to localize and trademark, and still preserve your brand’s identity.ĭisney is perhaps the most prominent example of a company that always goes the extra mile to ensure localization is done right. When developing a new product, you will likely invest time and resources in finding the perfect name. Your marketing efforts won’t blossom into stellar brand awareness and high conversion rates if consumers across the world can’t find you, so your marketing team should be tailoring SEO content to the preferences of local customers. Multilingual SEO isn’t just about translating individual keywords - in fact, even if you leverage global English to reach international audiences, potential customers from different countries will likely have different search habits. SEO is yet another element that you’ll need to fit into your localization process. Ticketing platform and market leader Eventbrite tackled this challenge head-on by adapting its localization strategy as it grew, collecting user feedback, and ensuring its marketing materials were driven by clear metrics, so they could resonate with every new target market.įinally, an effective global marketing strategy wouldn’t be complete without careful optimization of your content for local search engines. If you advertise a deadline for a great deal as, but forget that a large portion of your customers will read it as April 5th, you could spoil the customer experience and see reduced sales - as your consumers would be cashing in on their perks one month too late. ![]() Similarly, even when you are addressing a mainly anglophone target audience, keep in mind that other aspects of your content, such as date format, numbers, and currencies, will still need to be localized properly. “Using Global English will make your promotional content more universally accessible and simplify the translation process.” Using internationalized English will not only make your promotional messages more universally accessible on the global market, but it will also simplify the translation process into other languages. In order for your content to reach the widest audience possible, it should be written in global English, clear, concise, and consistent, with little to no slang. However, English has many variations in grammar, spelling, and vocabulary, and colloquialisms that would be easily understood by US customers (or even US customers from a specific region) could miss the mark entirely in a different state or in another English-speaking country.įor example, when it expanded globally, Ooni Pizza Ovens discovered that commonly used US terminologies such as pizza pie and pizza peel didn’t land well in other English-speaking countries throughout Europe. If something is written in English, it can be tempting to assume that it will be relevant and comprehensible to all English-speaking customers. We’ve done a deep dive into what businesses should consider, as well as steer clear of, when localizing marketing messages and slogans, primed with real-life examples of how some of your favorite brands have overcome cultural differences - and conquered new audiences. ![]() ![]() “Marketing localization efforts should feel seamless: The idea that the content wasn’t adapted to their cultural framework from conception shouldn’t even cross your customers’ minds.” When done right, it’s virtually seamless it’s executed so flawlessly that the idea the content wasn’t written in their native language or adapted to their cultural framework from conception won’t even cross your customers’ minds.īut it should be at the forefront of yours. Recognizing great localization of promotional content, on the other hand, is not always that simple. From KFC ominously suggesting that their Chinese audience “Eat their fingers off,” to financial powerhouse HSBC recommending their customers “Do Nothing” with their money, marketing localization done poorly garners a lot of public interest - for all the wrong reasons. The internet is rife with examples of marketing translation blunders. Make your brand memorable for all the right reasons with a carefully localized marketing strategy ![]()
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