The successful growth of a brand requires thinking globally. You may have heard the term that ‘software is eating the world’ and that may be true, however, mobile is taking a fair sized bite. Mobile devices are everywhere with customers accessing and interacting with brands more than ever. Big brands are recognizing the importance of localization, they know how mobile content impacts their customers, and they are investing a growing and increasing focus in this critical area.
As brands look at
further global expansion and how to deliver growth in new and existing
markets, making sure that your brand resonates in the local country and
culture is now fully recognized as being of paramount importance by
organizations looking to scale their growth successfully.
the continued content explosion, global brands require quality content
and language solutions that are effective and cost efficient.
Importantly, brands and organizations that scale globally work with an
experienced quality language partner who can communicate directly with
in-country linguistic professionals to ensure the best outcomes
vis-a-vis translation quality and brand representation. Global consumers
are experiencing new digital messages all the time from multiple
sources and this is changing the way major brands connect to their
customers around the world.
and thinking globally when it comes to brand loyalty is more important
now than ever. New disruptive market entrants continue to emerge in a
widening number of industry sectors; there is also a growing array of
customer choice, and end users require a clear and compelling experience
at every turn. Thinking globally with local expertise is essential to
success in this fast paced communications world. Moving into new markets
is always going to be a greatly enhanced and successful experience, and
working closely with a partner that has experience in helping brands
succeed in this space is critical.
a company begins to grow internationally, often additional complexities
can materialize. Realizing that thinking globally in a complex
environment is the first step to getting it right with growth in these
new markets. It is important to deliver the right localization
investment, and organizations that successfully scale are typically the
ones who understand and believe in the importance of quality
localization. Ensuring the local customer experience is correct and
focusing on areas such as content, delivery experience, payment methods,
advertising, products and overall brand experience, all need to be
maintained at the highest level. Successful brands adapt to local
markets while retaining their core branding, and they can do this while
successfully driving synergies across different countries in terms of
infrastructure, data and content efficiency. Thinking about the new
priority markets, the key messaging, the local distribution and
fulfillment experience, all require attention, and so does the
localization of key content and visual imagery. Other areas that require
attention include marketing support, the timing and accuracy of emails,
the correct localization of all communications, digital marketing and
many other factors. These are seen as critical, and having the right
localization partnership for new international markets is important.
commerce is now a fully digitized environment; technology can
significantly help to bring the right experience to customers by way of
personalization and recommendations.
can fully leverage technology and data in their localization strategy.
These elements can all help to make the customer experience richer and
more compelling. Making sure you reach the right audience in a country
through using data is important, and technology is again playing a
bigger role as offline and online worlds merge with better content and
communications. Harnessing a real learning culture with leading
technology tools that can help to deliver the best ‘real time’
optimization for your brand can produce much faster success in the
global market place.
in a highly collaborative relationship with your language partner helps
you to scale in a mobile, ultra connected world. Now more than ever,
the future is about real connection. Not only does the technology
connect people, but the brand must deliver connectivity also.
is very high in the brand experience relationship. How you interact
with a brand in the morning on a smartphone, a laptop or tablet in the
afternoon or in the evening, are real ‘moments’ of brand experience, and
these brand ‘moments’ are being further segmented, analyzed and
translated into important specific local content that reaches the very
core of the customer to deliver a true experience for your brand. With
customers enjoying ever increasing multidimensional access to large
quantities of real time information, the brand experience has to be
growing a brand or business internationally, it has real world
challenges and retaining the brand essence in localized content is
vital. Transcreational expertise is very often required to ensure your
content is fully aligned. The overall company culture, the brand, the
technology elements and the localization strategy are all important
factors in successful global communication. As companies focus on
expansion into more global and often diverse emerging markets, there can
be an increased regulatory requirement along with new competitors and
the uncertainty of a new global market investment in its early to mid
term stage. Many organizations who are in these growth stages find that
they must adopt new business models and new localization practices to
continue to meet and exceed their global growth ambitions efficiently.
It is not simply about translating words, it is ensuring your brand is
successfully executed and scaled effectively in new local markets.
it comes to technology, its multifaceted and constantly changing nature
within a global context can offer significant challenges and
opportunities in the sharing and distribution of information. This
manifests itself in fast growth organizations now beginning to expand
internationally earlier and more rapidly than ever before. Many of the
most innovative companies require the delivery of a high quality and
cost effective globalized solution to help them grow.