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Marketing Localization Strategy

What is a Marketing Localization Model?

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.


Why Is It Important to Have a Marketing Localization Model?

In essence, localization is part of a company’s appeal to customers. Just as you would consider demographics or location data in your marketing campaign, cultural sensitivity and language should also inform your campaigns.

Additionally, with company expansions, it becomes more important (and difficult) to track customer feedback or social media. Translations integrated with internal data on transactions or competitor analysis can help businesses adapt and thrive in new markets.

What Internal Data Should I Have for a Good Marketing Localization Model?

To build a marketing localization model, companies must begin with transaction history, customer demographics, and customer feedback. While brands do sometimes appeal to different demographics when entering new markets, having a baseline understanding of what you offer and of your best customers can help you in moving forward.

What External Data Is Essential for a Good Model?

Essential external data for a marketing localization model includes language, competitor analysis, and market trends. Just as when you create a new product in your native market, these data sources inform your campaign strategies.

Then, once you have entered the new market, product and company reviews and social media data become very important.

What External Data May Prove Useful for a Good Model?

One very powerful strategy for entering a new market is establishing partnerships with local businesses. Banks, suppliers, and other B2B companies, in particular, come with expert knowledge and local connections that help you maintain your presence in the area. It would therefore be advisable to collect data on local businesses even if you do not currently have the ability to become partners with them.

What Are the Main Challenges of this Use Case?

While machine learning programs make collection and analysis of this marketing data very fast, the act of crafting localized marketing strategy still requires human input at some stage.Finding a local consultant can be difficult.

Interesting Case Studies and Blogs to Look Into

One Hour Translation: Client Stories
Wordbank: Forevermark

Tangible Examples of Impact

“Indian audiences have a strong appetite for localized content as can be seen in the success of localized marketing of global content in the country,” Sushant Sreeram, director, marketing at Amazon Prime Video for India said.

“This unlocked audiences for our successful global shows by truly localizing entertainment, both in terms of language and the familiarity and appeal that Indian talent brings,” Sreeram added.

Mint: OTTs up their dubbing, localization game in India

Relevant datasets

Kantar Media Audience Measurement

by Kantar Media Logo

Kantar Media Audience Measurement dataset tracks media consumption worldwide through TV, smart TV, computer, and mobile phone devices. It can also measure which content is being viewed live or bought on-demand.

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GroundTruth Local Advertising Solutions

by GroundTruth

GroundTruth Local Advertising Solutions provides accurate geomarketing and sales forecasting services to companies

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Loqate Address Capture

by Loqate datasets

Loqate Address Capture verifies addresses as soon as a business name, street name, or zipcode is typed—whether it was spelled correctly or not. The database has geolocation data on over 245 countries and partners with UK’s Royal Mail, Canada Post, Australia Post, and the US Postal Service and is free for up to five addresses per IP per day. 

Address Capture also offers mobile customers the ability to search for an address through a tap on their phone screen.

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Bridge Marketing Consumer Audience Data

by Bridge Marketing

Bridge Marketing Consumer Audience Data has been ranked number one in consumer data from independent data quality measurement firm Truth{set}. 

With data on 250 million individuals, Bridge Marketing delivers data along numerous attributes. In addition to ranking in the top three providers of consumer age and gender data, this data also ranks number one in household income, households with children, and Hispanic ethnicity data.

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DataGuru Radius Search


DataGuru Radius Search enables you to search, locate, navigate, and connect with the prospective clients through a location based search

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