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Localizing Your Campaign: How to Penetrate a New Market
Most companies nowadays are starting to expand their business globally. However, in
doing so, there are so many hurdles that they must overcome before they succeed in this
endeavor. One of the major constraints is localizing a campaign. The majority of these
businesses fail to see the importance of having a campaign which is specific for the new
market that they are trying to enter. Even the smallest of an issue like a cultural
sensitivity can put all the company’s hard work and money to waste if not considered
carefully. To ensure success, marketers should see to it that every phase is covered to
avoid any loophole.
Based on a recent study on how technology in the translation industry affects
companies, it showed that 72% of the respondents consider these translation
productivity tools as an essential instrument to gain competitive advantage. Coming
from the evolution of communication, from letters to email to texting, come a new wave
of communication technology which is eliminating language barriers. When this
happens, businesses are already wise enough to realize the importance of seeking
assistance from localization companies such as CPSL, to successfully communicate with
their desired audience.
Localization translation is just one thing as there are still other steps to consider when
entering a new market. Once the company goes global, they initially think that majority
of their audience can speak English. This is a common mistake that most companies
make because, in reality, there are only about 27% of people that can actually speak
English. Maintaining a global brand presence while creating a targeted message to a
specific audience can be a little complicated. Here are a few best practices to guide you
in becoming successful in communicating on a global and local level:
1. Look at the bigger picture and determine how you want your overall look and feel
to be like. This will allow you to give a concise direction to the localization
2. Hire localization companies who are based in the area that you are targeting. This
way, you are sure that everything is covered and that you will not encounter any
sensitive issues in the future.
3. Implement a particular process which integrates content management,
translation, publishing, and personalization into a single outcome rather than
patching each section together from one step to the next.
When the tone of language gets lost, the overall message that you are trying to convey
will be easily get lost as well. It will be hard for companies who are trying to penetrate a
new market to flourish if they are incapable of communicating as the locals do. A poor
localization translation can significantly damage a brand’s reputation if the company is
linked to negative publicity.
The secret to a successful global expansion is by engaging personally with your target
market through their language. Creating localized campaigns and targeted specific
communications will allow you to increase your global reach. One of the key factors in
achieving all these is by hiring reputable localization companies as CPSL. CPSL knows
how essential it is to communicate with customers in their own language and in the
right way which is why you are sure that all your communication materials are culturally
Overall, any company can be globally successful as long as they have the right mix of
technology, cultural sensitivity, and marketing strategy. Add to that, hire a professional
localization company who knows how to do your business and you will never have to