Localising your brand campaigns – the pros and cons

It’s no longer enough to have a strong brand identity. You need to speak to your customers like you know them inside out – wherever they are in the world.

To achieve this, your brand can no longer afford to send the same campaign to every region in which you operate. Language alone can make or break your international marketing campaigns; a recent Common Sense Advisory survey revealed that 87% of European consumers will not make purchases from an English-only website.

Many marketers mistakenly think that localising marketing content means having to develop separate collateral for each region. However, the strongest brands are using technology that makes launching localised campaigns more straightforward than ever.

If you’re weighing up the benefits of ‘going local’ with your content marketing strategy, let’s review some of the pros and cons of customising your marketing content – and how technology can help you reap the benefits.

Bob Kahn

SVP, Business Development at Elateral
I have worked in advertising and branding for many years and love to talk about it.
Bob Kahn

Localising your marketing content – the pros

 Localised content is more relevant to your target audience

As we’ve already mentioned, failing to run campaigns in your customer’s mother tongue can be a real turn-off. But good campaigns run much deeper than just getting the regional language right.

Embrace technology that gives your local teams the power to make regional adaptations – within global brand guidelines – to ensure you are no longer treating every customer or market the same.

Enabling your regional marketers to make changes for local customers will only make your content more relevant, which will drive a positive response.

Localising content increases its value to your business

According to a recent Hubspot study, companies who give personalised content to their customers can benefit from up to 19% uplift in sales compared to an organisation that releases ‘one size fits all market’ campaigns.

We’ve already mentioned how greater relevance drives a better response from local customers, but there are other ways that you can increase the value of your content internationally.

For example, a good content distribution platform will enable your marketers in whatever location to instantly access all campaign templates, meaning every asset you create is likely to be utilised more often and within more regions.

 Good localisation can be achieved through content tweaks’

One common misconception that marketers have is that tailoring your content for each region involves major changes. However, with the right technology, this doesn’t have to be the case.

A good brand deployment platform will enable you to share centrally-produced collateral with set editable sections, which regional teams or agencies can then tailor to their customer base.

This ‘best of both worlds’ approach enables your brand to optimise collateral in every market, without the time-draining and costly approach of creating new campaigns for every region.

“Consumers have a very real level of expectation that brands should make their products unique and exciting,”

Edith Hancock, Journalist at The Drinks Business.

Localising your marketing content – the cons

If localisation isn’t done well it can negatively impact your brand

In a perfect world every brand would be producing content that’s relevant to customers in each region, but the reality is that many aren’t – and a lack of localised collateral can negatively impact your global brand image.

At present, 98% of consumers believe many companies are bad at personalizing the global brand experience, according to a Vanson Bourne study. Clearly there is more work to do in terms of ensuring that your marketing campaigns are relevant to local audiences.

To avoid producing campaigns that fall short of the mark, marketers need to look for a distribution platform that can enable regional customisation, without compromising your international brand guidelines.

You also need to look for a platform that enables an easy approval process, so that every piece of public content is produced to the same high standard.

Technology cannot replace your regional marketing support teams

If you’re looking for a content distribution platform that can replace your current regional marketing teams and agencies, unfortunately there is no magic solution.

What a global brand deployment platform can do, however, is to help you run a leaner operation in international markets, saving you money. It also helps local teams to operate more efficiently and fully leverage the marketing assets available to them, which makes your investment in them more cost-effective.

Without the right tech, it’s easy for local content to go off-brand

Throughout this blog post we’ve mentioned consistency and perception, and with good reason; too much local content currently goes off-brand.

By bringing in new or better distribution technology to your business, you can help your international marketing workforce to launch co-ordinated, centrally produced campaigns. These campaigns will communicate a clear global message, at the same time as being tailored for local audiences.

With this approach, your campaigns will always be regionally relevant, while remaining in-line with your central marketing strategy.

High-performing local content, underpinned by the right technology

 If you’re looking to introduce or enhance localisation across your brand marketing campaigns, technology can make the production process much smoother, tighter, and ensure you generate positive results.

A good global brand deployment platform makes it easy to share central collateral for local versioning, as it pairs the creative brains of your senior marketing team with the customer expertise of your regional teams or agencies.

Improve your localisation capabilities with Elateral’s Brandgility platform

 Elateral’s Brandgility content distribution platform is already helping global brands to share campaigns with their local partners, and simplifying the localisation process.

Find out more about localising content with Brandgility, to see how we can help you run customised global campaigns.

Want to know more?

We’d love to answer any questions you might have.