The term “localise marketing” isn’t an unfamiliar term. But why isn’t it getting the recognition it deserves?
Some multinational companies we have spoken to have told us that their digital marketing is led by their global team. Because of that, they had to decline our proposal due to budget reasons.
This is a common case we’d like to address. We want to help remove the roadblocks of global businesses who are trying to thrive better locally.
It’s crucial especially during these trying times when physical face-to-face meetings and traditional marketing events are all but impossible.
Sounds familiar?
One of the most common disappointing mistakes with global marketing is not letting the local teams lead the way.
This is a mistake because local teams know the country in question better which could lead to better business results.
For example, some local teams feel that they have not tapped other marketing channels due to the lack of, or highly restrictive local marketing budget.
This usually happens when the local team’s input is not considered when making strategic decisions on the onset, which includes whether enough budget is allocated for the target country.
Before getting on why local marketing is important, here are some facts to consider according to this study:
As the above stats show, the best way for global brands to market and drive revenue locally is to have a local marketing strategy.
A local marketing strategy takes language, culture, and market behaviour into account when communicating and engaging with your audiences in your target countries, while keeping your branding consistent – in your website, ads, and other media assets.
Too often, some brands – for example, a brand from Germany – believe they can enter Asian markets by following the same playbook that brought them local success.
The problem with that is that different Asian markets require different marketing approaches, as dictated by their own diverse local cultures and consumer behaviour.
Meaning, if a brand has domestic success through direct marketing in Europe, this channel may not necessary perform greatly in Asia.
Here is a list of benefits if you choose to localise your digital marketing:
If you are part of a local marketing team and you want to propose better ideas to your global team, contact us and we’d be happy to give you the support you need.
We will help audit your digital marketing activities and investigate how you adopt localisation in your digital marketing. We check from social media content, to local SEO, to local PPC or any paid media advertising.
Local marketing is an area worth investing for as you adjust your focus on digital marketing in 2020. Indeed, there’s no better time than now to localise your marketing.