10_ eenennul

Global enterprises face particularly complex challenges in delivering relevant, localized content. In addition to basic translation, global marketers must provide content that uses the right currency and includes images and other features that are appropriate geographically and culturally.

Global enterprises face particularly complex challenges in delivering relevant, localized content. In addition to basic translation, global marketers must provide content that uses the right currency and includes images and other features that are appropriate geographically and culturally.

 
Prospects and customers now have easy access to a wealth of online information, and they are choosing when and how they will obtain information about potential purchases.

International marketing means tackling uncertainty and taking on lots of challenges, losing control over context and learning how to start over again. It is a fight between standardization and localization, between centralization and local autonomy.

There are two key requirements for executing an effective content localization program. First, marketers must know what marketing messages will be relevant and appealing to the local target audience. In other words, effective localization must begin with a clear understanding of local markets and local buyers. This was the challenge to effective localization most frequently identified in the CMO Council survey, cited by 30% of respondents.

Free Analyst Report: ”Nearly 50% of respondents said that they are underperforming or need new strategic thinking and capability development in the area of localized marketing.”