Eyeota

More than merely translation material into a target language, marketing localization consists of adapting your approach to the local culture. This includes website translation, currency conversion, and relationship building with local banks or distributors. Even product adaptation—making changes to the products you sell—can be part of a broader localization strategy.

Machine learning models are increasingly used to adapt material to local cultures. Translation, especially, lends itself to machine learning solutions.

Influencer marketing is the practice of hiring influencers—prominent social media users with active engagement on their posts—to sell a product or service.

As opposed to customer segmentation which divides the market into groups based on demographics and purchase history, persona detection and segmentation creates more personal profiles in order to better understand potential customers using information about behavior, attitude and personal journeys.

Remarketing campaigns show ads to people who have visited a business’s website or downloaded one of its apps. Remarketing is designed to get potential customers who have shown interest in your product or service to recall your business and their intent to buy, therefore enlarging the odds of them converting.

Targeted marketing is a marketing strategy which identifies an audience that is most likely to buy a product or service and subsequently creates a marketing campaign designed specifically to advertise said product or service to the target audience, using advertisements and promotional messages. This allows different companies to hone in on certain market segments, creating a “specialty” and possibly lowering competition with similar companies.

Nowadays, the abundance of data and the advances in Machine Learning and big data applications reduce the need for top-down segmentation of customers. Smart customer clustering based on many commonalities help companies better address customer needs to provide the right experience and divide resources efficiently.