Marketing localization means framing your messaging in terms of the local community. It’s taking your core marketing messages and pushing them out in a way that’s meaningful to local communities. It’s not just a language translation; localization takes into account the local culture, politics, environmental and economic influences. Localization does not mean that you stop marketing on a global scale, not at all. What it means is that you can market globally, but leverage localization strategies.

2. matchcraft //
WE’RE LIVING IN A HYPER-GLOBAL, HYPER-LOCAL WORLD. IRONIC,
NO?
HERE’S WHAT WE MEAN:
WHILE OUR MARKETING REACH EXTENDS BEYOND BORDERS, AND
ACROSS MANY DIGITAL MEDIUMS AROUND THE WORLD,
CONSUMERS ARE MORE FOCUSED ON WHAT’S HAPPENING IN
THEIR OWN COMMUNITIES. THEY CARE ABOUT AND RELATE TO,
THINGS IN THEIR BACKYARD—THE EVENTS, THE POLITICS, THE
RESTAURANTS, THE FOOD, THE WEATHER—YOU NAME IT.
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3. matchcraft //
THIS PRESENTS A TRICKY CHALLENGE FOR MARKETERS.
ON ONE HAND, MARKETERS SEEK TO STANDARDIZE THEIR
MARKETING—MEANING, THEY DISPLAY THE SAME MESSAGING
ACROSS ALL FORMS OF CONTENT, REGARDLESS OF END USER
LOCATION. IT’S EASY TO SEE WHY MARKETERS DO THIS; IT’S
EASIER! THERE ARE OBVIOUS COST EFFICIENCIES, JUST ONE
VERSION OF ALL CREATIVE, YOU CAN QUICKLY EXECUTE,
AND…WELL, YOU GET THE IDEA.
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4. matchcraft //
ON THE OTHER HAND, SAVVY MARKETERS ARE CATCHING ON TO
THE FACT THAT SPEAKING TO CONSUMERS AS INDIVIDUALS—AT
THE LOCAL LEVEL—DELIVERS FAR BETTER VALUE IN TERMS OF
ROI.
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5. What is Marketing
Localization?

6. matchcraft // 6
Marketing localization means framing your messaging in terms of
the local community.
It’s taking your core marketing messages and pushing them out in a
way that’s meaningful to local communities. It’s not just a language
translation; localization takes into account the local culture, politics,
environmental and economic influences.
Localization does not mean that you stop marketing on a global
scale, not at all. What it means is that you can market globally, but
leverage localization strategies.

7. Things to Consider When
Localizing Your Content

8. matchcraft // 8
Ready to rock this global economy? Here’re a few things to keep in
mind when crafting your localization strategy:
• Mind the language: This one is hit-ya-on-the-head obvious. 70%
of the world does not speak English! A simple translation of your
website and marketing materials can yield some great results.
But take heed, translating will only get you so far. To do things
right, you need to leverage someone within the local
community. co frames it this way: “You need to capture nuances,
understand current language usage and even be prepared to
present things in the way that your markets will respond best to.”

9. matchcraft // 9
• It’s not just the language: Evaluate the images you use, the call
to actions, the taglines, everything. Are they speaking to local
markets? Are they messages and images that locals will be able
to relate to?
• Speed counts: If your website is slow to load outside your
business’ headquarters, it’s probably time to upgrade your
infrastructure. For example, consider investing in a content
delivery network (CDN) to help your site content load fast, no
matter the location.

10. matchcraft // 10
• Consider the distribution channel: A social media network or
app may be huge in the U.S. but not so big in Russia, or Brazil.
Do your research. Get into the minds of locals by evaluating
absolutely everything. And remember, start by making zero
assumptions.

11. Consider These Fantastic
Examples of Marketing
Localization

12. matchcraft //
1. KENTUCKY FRIED CHICKEN
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The king of fried chicken successfully won over China. They did it by
localizing their product. Rather than offering the same menu they’d offer in
the U.S., they created a China-specific menu, complete with local favorites,
like rice side dishes, Chinese porridge, traditional breakfast bread and more.

13. matchcraft //
2. SAMSUNG
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The Korean company, Samsung, made a splash in New York City’s
Meatpacking district by paying special attention to the local tastes and
interests of consumers there. They took note of local interest in art and
design and hosted and art exhibit that attracted thousands of visitors.

14. matchcraft //
3. APPLE
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Remember Apple’s TV ad campaign, featuring a hipster “Mac” person and a
boring PC man? Apple realized this wouldn’t go over well in Japan, where
it’s seen as low class to criticize a rival. Instead, Apple leveraged a favorite
Japanese comedy troupe and an entirely different ad concept to drive home
the messaging.
Watch the video here : https://youtu.be/YeX_aNSsgRY?list=RDl-
3MtYn9W5w

15. matchcraft // 15
Are you localizing your marketing efforts? We want to hear from you.
Tell us how you’re doing it, on Twitter or Facebook.

16. matchcraft //
ABOUT MATCHCRAFT
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A pioneer in the marketing and technology space, MatchCraft provides a
best-in-class technology platform that enables companies to successfully
sell and manage search campaigns for their clients.
Unlike other marketing technology platforms, MatchCraft helps
organizations efficiently manage even the smallest campaigns, enabling our
clients to provide spectacular service to all of their customers.
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