{"id":30909,"date":"2022-07-23T10:14:31","date_gmt":"2022-07-23T10:14:31","guid":{"rendered":"https:\/\/phrase.com\/?p=30909"},"modified":"2023-09-26T11:46:32","modified_gmt":"2023-09-26T09:46:32","slug":"optimize-marketing-localization-process","status":"publish","type":"post","link":"https:\/\/phrase.com\/blog\/posts\/optimize-marketing-localization-process\/","title":{"rendered":"Marketing Localization: A Guide to Connecting with International Audiences"},"content":{"rendered":"\n<div id=\"acf\/text-block_0d4d6e7c395cf8f02443aee9c526f5db\" class=\"pxblock pxblock--text alignfull spacing--default bg--white\">\n\n\t\n\t<div class=\"container\">\n\t\t<div class=\"wysiwyg animate-in\">\n\t\t\t<p><span style=\"font-weight: 400;\">Global brands can reap enormous benefits from tapping into local preferences when crafting marketing campaigns. Coca-Cola&#8217;s 2011 <\/span><span style=\"font-weight: 400;\">Share a Coke<\/span><span style=\"font-weight: 400;\"> campaign, for example, adapted bottle labels to include popular local names in each of the 70 countries where it was launched. It resonated so well with local audiences that <\/span><a href=\"https:\/\/www.wsj.com\/articles\/share-a-coke-credited-with-a-pop-in-sales-1411661519\"><span style=\"font-weight: 400;\">US sales saw a 2% rise<\/span><\/a><span style=\"font-weight: 400;\">\u00a0after a whole decade of decline.<\/span><\/p>\n<div class=\"iframe\"><iframe loading=\"lazy\" title=\"Coca-Cola \u2013 \u201cShare a Coke\u201d\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/6vFeM85Le9w?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/div>\n<p><span style=\"font-weight: 400;\">The success of campaigns like Coca-Cola\u2019s rests on the ability to <\/span><span style=\"font-weight: 400;\">make an impact in multiple markets and languages simultaneously. Marketing localization can be a powerful tool for accomplishing this. By adapting marketing strategies and materials to suit the preferences of customers across cultures, you\u2019re able to connect with local audiences emotionally, drive engagement, and ultimately increase conversions.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Learn how to seamlessly integrate localization into your global marketing strategy and get the most out of your campaigns in each target market with this comprehensive guide.<\/span><\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_69_1 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Overview<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/phrase.com\/blog\/posts\/optimize-marketing-localization-process\/#what-is-marketing-localization\" title=\"What is marketing localization?\">What is marketing localization?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/phrase.com\/blog\/posts\/optimize-marketing-localization-process\/#key-elements-of-successful-marketing-localization\" title=\"Key elements of successful marketing localization\">Key elements of successful marketing localization<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/phrase.com\/blog\/posts\/optimize-marketing-localization-process\/#website-localization-and-local-seo-for-strong-brand-awareness\" title=\"Website localization and local SEO for strong brand awareness\">Website localization and local SEO for strong brand awareness<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/phrase.com\/blog\/posts\/optimize-marketing-localization-process\/#adapting-promotional-emails-for-higher-conversion\" title=\"Adapting promotional emails for higher conversion\">Adapting promotional emails for higher conversion<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/phrase.com\/blog\/posts\/optimize-marketing-localization-process\/#creating-blog-posts-for-locally-relevant-narratives\" title=\"Creating blog posts for locally relevant narratives\">Creating blog posts for locally relevant narratives<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/phrase.com\/blog\/posts\/optimize-marketing-localization-process\/#localizing-advertising-copy-for-maximum-impact\" title=\"Localizing advertising copy for maximum impact\">Localizing advertising copy for maximum impact<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/phrase.com\/blog\/posts\/optimize-marketing-localization-process\/#marketing-localization-examples-that-made-history%e2%80%94the-good-and-the-bad\" title=\"Marketing localization examples that made history\u2014the good and the bad\">Marketing localization examples that made history\u2014the good and the bad<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/phrase.com\/blog\/posts\/optimize-marketing-localization-process\/#good-mercedes-benz\" title=\"Good: Mercedes-Benz\">Good: Mercedes-Benz<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/phrase.com\/blog\/posts\/optimize-marketing-localization-process\/#bad-bmw\" title=\"Bad: BMW\">Bad: BMW<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/phrase.com\/blog\/posts\/optimize-marketing-localization-process\/#good-coca-cola\" title=\"Good: Coca Cola\">Good: Coca Cola<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/phrase.com\/blog\/posts\/optimize-marketing-localization-process\/#bad-dolce-gabbana\" title=\"Bad: Dolce &amp; Gabbana\">Bad: Dolce &amp; Gabbana<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/phrase.com\/blog\/posts\/optimize-marketing-localization-process\/#good-absolut\" title=\"Good: Absolut\">Good: Absolut<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/phrase.com\/blog\/posts\/optimize-marketing-localization-process\/#marketing-localization-challenges-why-some-global-campaigns-fall-flat-in-local-markets\" title=\"Marketing localization challenges: Why some global campaigns fall flat in local markets\">Marketing localization challenges: Why some global campaigns fall flat in local markets<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-14\" href=\"https:\/\/phrase.com\/blog\/posts\/optimize-marketing-localization-process\/#insufficient-or-neglected-local-market-research\" title=\"Insufficient or neglected local market research\">Insufficient or neglected local market research<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-15\" href=\"https:\/\/phrase.com\/blog\/posts\/optimize-marketing-localization-process\/#misinterpretation-of-global-campaign-briefs-or-brand-strategies\" title=\"Misinterpretation of global campaign briefs or brand strategies\">Misinterpretation of global campaign briefs or brand strategies<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-16\" href=\"https:\/\/phrase.com\/blog\/posts\/optimize-marketing-localization-process\/#poor-alignment-between-processes-resources-and-tools\" title=\"Poor alignment between processes, resources, and tools\">Poor alignment between processes, resources, and tools<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-17\" href=\"https:\/\/phrase.com\/blog\/posts\/optimize-marketing-localization-process\/#top-5-best-practices-for-marketing-localization\" title=\"Top 5 best practices for marketing localization\">Top 5 best practices for marketing localization<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-18\" href=\"https:\/\/phrase.com\/blog\/posts\/optimize-marketing-localization-process\/#put-together-a-cross-functional-marketing-localization-team\" title=\"Put together a cross-functional marketing localization team\">Put together a cross-functional marketing localization team<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-19\" href=\"https:\/\/phrase.com\/blog\/posts\/optimize-marketing-localization-process\/#get-to-know-your-target-markets-and-work-with-local-market-experts\" title=\"Get to know your target markets and work with local market experts\">Get to know your target markets and work with local market experts<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-20\" href=\"https:\/\/phrase.com\/blog\/posts\/optimize-marketing-localization-process\/#prioritize-the-content-types-for-each-target-market-based-on-their-return-on-investment\" title=\"Prioritize the content types for each target market\u00a0 based on their return on investment\">Prioritize the content types for each target market\u00a0 based on their return on investment<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-21\" href=\"https:\/\/phrase.com\/blog\/posts\/optimize-marketing-localization-process\/#speed-up-delivery-by-leveraging-machine-translation-for-suitable-content-types\" title=\"Speed up delivery by leveraging machine translation for suitable content types\">Speed up delivery by leveraging machine translation for suitable content types<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-22\" href=\"https:\/\/phrase.com\/blog\/posts\/optimize-marketing-localization-process\/#automate-manual-or-repetitive-translation-tasks-with-localization-technology\" title=\"Automate manual or repetitive translation tasks with localization technology\">Automate manual or repetitive translation tasks with localization technology<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-23\" href=\"https:\/\/phrase.com\/blog\/posts\/optimize-marketing-localization-process\/#successful-marketing-localization-is-an-exercise-in-balance\" title=\"Successful marketing localization is an exercise in balance\">Successful marketing localization is an exercise in balance<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"what-is-marketing-localization\"><\/span><span style=\"font-weight: 400;\">What is marketing localization?<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<div class=\"group w-full text-gray-800 dark:text-gray-100 border-b border-black\/10 dark:border-gray-900\/50 bg-gray-50 dark:bg-[#444654]\">\n<div class=\"flex p-4 gap-4 text-base md:gap-6 md:max-w-2xl lg:max-w-[38rem] xl:max-w-3xl md:py-6 lg:px-0 m-auto\">\n<div class=\"relative flex w-[calc(100%-50px)] flex-col gap-1 md:gap-3 lg:w-[calc(100%-115px)]\">\n<div class=\"flex flex-grow flex-col gap-3\">\n<div class=\"min-h-[20px] flex items-start overflow-x-auto whitespace-pre-wrap break-words flex-col gap-4\">\n<div class=\"markdown prose w-full break-words dark:prose-invert light\">\n<p><strong>Marketing localization is the process of customizing content for specific markets by translating it into the local language and ensuring cultural relevance.<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">Marketing localization covers all issues that marketing managers need to resolve to create a marketing plan that\u2019s tailored to the specific cultural context of each target market. Beyond language, marketing localization entails tailoring marketing to local customs, etiquette, values, consumer behavior patterns, and norms.<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<p><span style=\"font-weight: 400;\">As a key part of any global marketing strategy, marketing localization helps brands create an emotional connection, drive engagement, and increase sales across markets. This process may include adapting messaging, promotion channels, or even the product portfolio and business model to suit the language or cultural preferences of a target market.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For example, Lay&#8217;s potato chips\u2014originally from the US\u2014are sold as \u201cWalkers,\u201d \u201cSmiths,\u201d \u201cSabritas,\u201d or \u201cMargarita\u201d in different parts of the world. What&#8217;s fascinating is that <\/span><span style=\"font-weight: 400;\">Lay&#8217;s flavors<\/span><span style=\"font-weight: 400;\"> not only vary across regions in the US but also internationally, reflecting the popular local foods of each country.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Regardless of how far Lay&#8217;s goes in adapting a name or flavor to the local context, it always remains true to its global brand identity. This commitment ensures recognition across cultures and languages. By maintaining <\/span><a href=\"https:\/\/phrase.com\/blog\/posts\/global-brand-consistency\/\"><span style=\"font-weight: 400;\">global brand consistency<\/span><\/a><span style=\"font-weight: 400;\">, Lay&#8217;s effectively communicates its values and offerings worldwide, resulting in a stronger brand presence and improved customer engagement.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"key-elements-of-successful-marketing-localization\"><\/span><span style=\"font-weight: 400;\">Key elements of successful marketing localization<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">A successful marketing localization plan involves several essential components that work together to create a personalized and engaging experience for diverse target audiences.<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"website-localization-and-local-seo-for-strong-brand-awareness\"><\/span><span style=\"font-weight: 400;\">Website localization and local SEO for strong brand awareness<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">A <a href=\"https:\/\/phrase.com\/blog\/posts\/global-website\/\">global website<\/a> is often the first point of interaction between a brand and the target audience. Therefore, it&#8217;s essential to ensure that the website content is translated accurately for every visitor to understand what a brand stands for and how its products can make their lives better.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Apart from language translation, a business should also consider adapting the style and tone of its website to align with the cultural nuances of its target market. This includes conducting research on the search behaviors of online users in search engines and fulfilling <\/span><a href=\"https:\/\/phrase.com\/blog\/posts\/master-localized-seo\/\"><span style=\"font-weight: 400;\">local SEO<\/span><\/a><span style=\"font-weight: 400;\"> requirements.<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"adapting-promotional-emails-for-higher-conversion\"><\/span><span style=\"font-weight: 400;\">Adapting promotional emails for higher conversion<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Email marketing is a powerful tool for building relationships with your target audience. However, to be effective, your email messaging must resonate with local recipients from the start. This involves adapting your email marketing campaigns to reflect the culture and values of your target market.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Personalization is key to successful email marketing. If you address your potential customer by their name and speak to their interests, you can create a personalized experience that builds trust and rapport. Customers are more likely to respond positively to emails that relate to their preferences and needs.<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"creating-blog-posts-for-locally-relevant-narratives\"><\/span><span style=\"font-weight: 400;\">Creating blog posts for locally relevant narratives<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Your blog is an excellent opportunity to provide value to your target audience, demonstrate your expertise, build trust, and create engagement. To make the most of <a href=\"https:\/\/phrase.com\/blog\/posts\/multilingual-content-marketing-strategy\/\">multilingual content marketing<\/a>, your blog should share knowledge and stories that all tie back to a locally relevant narrative.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In other words, providing insights into industry-specific topics in a way that is relevant and relatable to the local market increases the odds of user engagement. This involves understanding your audience&#8217;s preferences, from the content format to the tone of voice.<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"localizing-advertising-copy-for-maximum-impact\"><\/span><span style=\"font-weight: 400;\">Localizing advertising copy for maximum impact<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Your advertising copy must get your message across effectively while resonating with your potential customers. When you localize your ads by choosing appropriate images, using relevant language, and making cultural references, you increase the chances of your audience connecting with your brand on a personal level.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">By fine-tuning your ad copy to meet the needs of your local audience, you can create a powerful marketing message. Working with native-speaking copywriters or professional linguists experienced in <\/span><a href=\"https:\/\/phrase.com\/blog\/posts\/transcreation-marketing-across-cultures\/\"><span style=\"font-weight: 400;\">transcreation<\/span><\/a><span style=\"font-weight: 400;\"> can help you capture the essence of your brand in the respective language and convey your message in the most effective way possible.<\/span><\/p>\n\t\t<\/div>\n\t<\/div>\n<\/div>\n\n\n\n<div id=\"acf\/blog-cta-block_ba5638beef2c5be3af1aff74584da76b\" class=\"pxblock pxblock--blog-cta alignfull bg--yellow image--orientation-portrait\">\n\t<div class=\"block-container\">\n\t\t\t\t\t<div class=\"image image--align-middle\">\n\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1700\" height=\"2200\" src=\"https:\/\/phrase.com\/wp-content\/uploads\/2023\/03\/marketing-localization-ebook-cover.png\" class=\"attachment-original size-original\" alt=\"Marketing localization ebook cover | Phrase\" srcset=\"https:\/\/phrase.com\/wp-content\/uploads\/2023\/03\/marketing-localization-ebook-cover.png 1700w, https:\/\/phrase.com\/wp-content\/uploads\/2023\/03\/marketing-localization-ebook-cover-232x300.png 232w, https:\/\/phrase.com\/wp-content\/uploads\/2023\/03\/marketing-localization-ebook-cover-791x1024.png 791w, https:\/\/phrase.com\/wp-content\/uploads\/2023\/03\/marketing-localization-ebook-cover-768x994.png 768w, https:\/\/phrase.com\/wp-content\/uploads\/2023\/03\/marketing-localization-ebook-cover-1187x1536.png 1187w, https:\/\/phrase.com\/wp-content\/uploads\/2023\/03\/marketing-localization-ebook-cover-1583x2048.png 1583w\" sizes=\"(max-width: 1700px) 100vw, 1700px\" \/>\t\t\t<\/div>\n\t\t\t\t<div class=\"content\">\n\t\t\t<p class=\"subhead\">FREE DOWNLOAD<\/p>\n<p class=\"p1 h6\">Make global marketing strategies work in local markets<\/p>\n<p class=\"p1 small\">Harness the power of localization to effectively connect with audiences worldwide and discover best practices for making your next global marketing endeavor a success.<\/p>\n<p><a class=\"btn btn--outline\" href=\"https:\/\/phrase.com\/resources\/marketing-localization\/\">Download playbook<\/a><\/p>\n\t\t<\/div>\n\t<\/div>\n<\/div>\n\n\n\n<div id=\"acf\/text-block_5cb1321b47a2accb4fa2575a15d1c32e\" class=\"pxblock pxblock--text alignfull spacing--default bg--white\">\n\n\t\n\t<div class=\"container\">\n\t\t<div class=\"wysiwyg animate-in\">\n\t\t\t<h2><span class=\"ez-toc-section\" id=\"marketing-localization-examples-that-made-history%e2%80%94the-good-and-the-bad\"><\/span><span style=\"font-weight: 400;\">Marketing localization examples that made history\u2014the good and the bad<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">When seeking inspiration from global marketing examples, it\u2019s beneficial to analyze both successful, localization-aware campaigns and those that have failed. This can help you gain valuable insights and learn from both the triumphs and pitfalls. Let&#8217;s explore a few examples of each category.<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"good-mercedes-benz\"><\/span><span style=\"font-weight: 400;\">Good: Mercedes-Benz<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><a href=\"https:\/\/www.daimler.com\/company\/tradition\/mercedes-benz\/daimler-to-mercedes.html\"><span style=\"font-weight: 400;\">Originally Daimler-Motoren-Gesellschaft (DMG)<\/span><\/a><span style=\"font-weight: 400;\">, this car manufacturing company was renamed Daimler-Benz in 1926 when Gottlieb Daimler and Karl Benz (from Benz &amp; Cie.) signed the agreement for the merger of the two oldest automobile manufacturers in the world.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Both men had been designing and selling cars since the 1880s, with Emil Jellinek, an entrepreneur and racing enthusiast, as their largest dealer for DMG vehicles.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">After Gottlieb Daimler passed away, Jellinek went on to help create the Mercedes 35hp in 1900. Jellinek named the new cars after his daughter, Merc\u00e9d\u00e8s Jellinek.<\/span><span style=\"font-weight: 400;\">The company registered the wordmark <\/span><a href=\"https:\/\/www.daimler.com\/company\/tradition\/mercedes-benz\/birth.html\"><span style=\"font-weight: 400;\">\u201cMercedes-Benz\u201d as a trademark<\/span><\/a><span style=\"font-weight: 400;\"> in 1925. While the company continued to trade as Daimler-Benz <\/span><a href=\"https:\/\/group.mercedes-benz.com\/company\/news\/daimler-becomes-mercedes-benz-group.html\"><span style=\"font-weight: 400;\">until 2022<\/span><\/a><span style=\"font-weight: 400;\">, the car line began to carry the Mercedes-Benz name. Jellinek suspected that the German-sounding \u201cDaimler\u201d would not sell well in foreign markets\u2014a strong localization example that we can still learn from almost a century later.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-58344\" src=\"https:\/\/phrase.com\/wp-content\/uploads\/2022\/07\/mercedes-benz-ss-tourenwagen.jpg\" alt=\"Mercedes Benz Tourenwagen | Phrase\" width=\"1058\" height=\"595\" srcset=\"https:\/\/phrase.com\/wp-content\/uploads\/2022\/07\/mercedes-benz-ss-tourenwagen.jpg 1058w, https:\/\/phrase.com\/wp-content\/uploads\/2022\/07\/mercedes-benz-ss-tourenwagen-300x169.jpg 300w, https:\/\/phrase.com\/wp-content\/uploads\/2022\/07\/mercedes-benz-ss-tourenwagen-1024x576.jpg 1024w, https:\/\/phrase.com\/wp-content\/uploads\/2022\/07\/mercedes-benz-ss-tourenwagen-768x432.jpg 768w\" sizes=\"(max-width: 1058px) 100vw, 1058px\" \/><\/span><\/h2>\n<p class=\"utility\" style=\"text-align: center;\">Image \u00a9 <a href=\"https:\/\/group.mercedes-benz.com\/company\/tradition\/company-history\/1920-1933.html\">Mercedes-Benz Group AG<\/a><\/p>\n<h3><span class=\"ez-toc-section\" id=\"bad-bmw\"><\/span><span style=\"font-weight: 400;\">Bad: BMW<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>In 2016, BMW had to withdraw an <a href=\"https:\/\/phrase.com\/blog\/posts\/automotive-international-marketing-campaigns\/\">international automotive marketing campaign<\/a> from the United Arab Emirates because of local complaints about the use of the country&#8217;s national anthem in the commercial.<\/p>\n<p><a href=\"https:\/\/twitter.com\/alyammahi1976\/status\/737701535174524928?s=20\"><span style=\"font-weight: 400;\">The commercial<\/span><\/a><span style=\"font-weight: 400;\"> opened with players of a local football team signing the UAE\u2019s national anthem but stopping halfway to rush out of the stadium into a fleet of BMWs.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Locally, the ad sparked complaints that it was disrespectful to the national anthem because it implied that the cars were more important than the anthem.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A hashtag meaning \u201csuspend BMW ads\u201d began trending on Twitter, which was enough for BMW to stop airing the commercial locally until they could re-edit it with a different soundtrack.<\/span><\/p>\n<p style=\"text-align: center;\">\u0627\u0644\u0646\u0634\u064a\u062f \u0627\u0644\u0648\u0637\u0646\u064a \u0623\u0633\u0645\u0649 \u0645\u0646 \u0623\u0646 \u064a\u064f\u0633\u0627\u0621 \u0644\u0647 .. \u0627\u0644\u0625\u0633\u0627\u0621\u0647 \u062a\u0644\u062d\u0642 \u0635\u0627\u062d\u0628 \u0641\u0643\u0631\u0629 \u0627\u0644\u0625\u0639\u0644\u0627\u0646 \u0648\u0645\u0646 \u0648\u0627\u0641\u0642 \u0639\u0644\u064a\u0647 \u0648\u0627\u0631\u062a\u0636\u0649 \u062a\u0646\u0641\u064a\u0630\u0647<\/p>\n<p style=\"text-align: center;\">\u2014 \u0623\u0633\u0627\u0645\u0629 \u0627\u0644\u0623\u0645\u064a\u0631\u064a\ud83c\udde6\ud83c\uddea (@OsAmiri) <a href=\"https:\/\/twitter.com\/OsAmiri\/status\/737655142288347136?ref_src=twsrc%5Etfw\">May 31, 2016<\/a><\/p>\n<p class=\"utility\" style=\"text-align: center;\"><span style=\"font-weight: 400;\">\u201cThe national anthem is bigger than the people who have disrespected it. <\/span><span style=\"font-weight: 400;\">The real people who have disrespected themselves are the people who conceived of the concept, <\/span><span style=\"font-weight: 400;\">agreed to it and then made it a reality.\u201d<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"good-coca-cola\"><\/span><span style=\"font-weight: 400;\">Good: Coca Cola<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Coca-Cola\u2019s 2011 <\/span><a href=\"https:\/\/www.coca-colacompany.com\/au\/news\/share-a-coke-how-the-groundbreaking-campaign-got-its-start-down-under\"><span style=\"font-weight: 400;\">\u201cShare a Coke\u201d<\/span><\/a><span style=\"font-weight: 400;\"> campaign was arguably an unprecedented success in the global marketing business.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The disruptive yet simple idea of showing people\u2019s names on Coke bottles and cans started in the United States. It was an emotional campaign that focused on connecting with consumers through their names.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The campaign\u2019s emotional appeal was such that Coca-Cola built massive awareness and engagement with consumers around the world while simultaneously skyrocketing sales. That summer, Coke sold more than 250 million named bottles and cans in a country of 23 million people.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">When it came to <\/span><a href=\"https:\/\/youtu.be\/0wnJpTpbJPE\"><span style=\"font-weight: 400;\">taking the idea globally<\/span><\/a><span style=\"font-weight: 400;\"> to more than 70 countries, marketing teams from each market were allowed to put their own creative spin on the concept, while preserving the core idea of personalized Coca-Cola bottles and cans. They had to localize the names that would be displayed so that people across the globe could relate to them.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">These localized versions not only increased local relevance but also provided an opportunity for deepened engagement with consumers. The campaign was a huge success in all markets, from big cities to small towns, without ever losing its local feel or core message.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Without a proper localization strategy in place to support such a massive global marketing endeavor, Coca-Cola could have wasted millions of dollars on a failed campaign.<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"bad-dolce-gabbana\"><\/span><span style=\"font-weight: 400;\">Bad: Dolce &amp; Gabbana<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">In 2018, <\/span><a href=\"https:\/\/www.npr.org\/sections\/goatsandsoda\/2018\/12\/01\/671891818\/dolce-gabbana-ad-with-chopsticks-provokes-public-outrage-in-china?t=1629035130434\"><span style=\"font-weight: 400;\">Dolce &amp; Gabbana faced enormous backlash<\/span><\/a><span style=\"font-weight: 400;\"> after a series of short ads was released in China stereotyping Chinese people.<\/span><\/p>\n<div class=\"iframe\"><iframe loading=\"lazy\" title=\"\ud83d\udca3\ud83d\udca3Full Commercial | Dolce and Gabbana China | Full Ads\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/TBFC5isQuYA?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/div>\n<p><a href=\"https:\/\/www.youtube.com\/watch?v=TBFC5isQuYA\"><span style=\"font-weight: 400;\">The controversial ads<\/span><\/a><span style=\"font-weight: 400;\"> featured a Chinese model dressed in a lavish Dolce &amp; Gabbana dress trying to eat pizza with chopsticks while a male voiceover condescendingly gives her instructions to be able to eat.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The ads were met with outrage by some members of the Chinese community. A Weibo (Chinese social network) user commented: \u201cThat\u2019s explicit racism.\u201d There were even calls to boycott the brand.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">With Chinese consumers making up a <\/span><a href=\"https:\/\/www.mckinsey.com\/capabilities\/growth-marketing-and-sales\/our-insights\/chinese-luxury-consumers-more-global-more-demanding-still-spending\"><span style=\"font-weight: 400;\">third of the global luxury market<\/span><\/a><span style=\"font-weight: 400;\">, Dolce &amp; Gabbana seems to have completely missed the mark with these ads. A localization strategy that took cultural sensitivities into account would have helped them avoid this pitfall.<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"good-absolut\"><\/span><span style=\"font-weight: 400;\">Good: Absolut<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Let\u2019s now look at Absolut Vodka\u2019s <\/span><a href=\"https:\/\/www.forbes.com\/sites\/katedingwall\/2020\/02\/14\/absolut-vodka-uses-new-campaign-to-talk-about-consent\/?sh=13c668e622aa\"><span style=\"font-weight: 400;\">#SexResponsibly campaign<\/span><\/a><span style=\"font-weight: 400;\">. The global brand is renowned for its position at the cultural vanguard\u2014in the US. It addressed the fact that an American is sexually assaulted every 68 seconds (as reported by the <\/span><a href=\"https:\/\/www.rainn.org\/statistics\"><span style=\"font-weight: 400;\">Rape, Abuse and Incest National Network<\/span><\/a><span style=\"font-weight: 400;\">) with perpetrators often using alcohol as both a tool and an excuse to commit their crimes.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">On Valentine\u2019s Day 2020, Absolut and Pernod Ricard USA launched the campaign \u201cDrink Responsibly. #SexResponsibly\u201d in an effort to drive real change in the way people perceive the connection between responsible drinking and consensual sex.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-58350 aligncenter\" src=\"https:\/\/phrase.com\/wp-content\/uploads\/2022\/07\/Absolut.gif\" alt=\"\" width=\"960\" height=\"540\" \/><\/p>\n<p class=\"utility\" style=\"text-align: center;\">Image \u00a9 Absolut<\/p>\n<p><span style=\"font-weight: 400;\">What made this campaign so successful in the US was that it focused on a local issue. If Absolut hadn\u2019t localized this campaign to the US at the right time, when conversations around sexual assault were dominating national media, it probably wouldn\u2019t have generated so much awareness for its brand and would have likely failed to create an impact in a key market.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"marketing-localization-challenges-why-some-global-campaigns-fall-flat-in-local-markets\"><\/span><span style=\"font-weight: 400;\">Marketing localization challenges: Why some global campaigns fall flat in local markets<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Based on the marketing localization examples discussed earlier, failed global marketing projects can generally be attributed to the following reasons:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Insufficient or neglected local market research<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Misinterpretation of global campaign briefs or brand strategies<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Poor alignment between processes, resources, and tools<\/span><\/li>\n<\/ul>\n<h3><span class=\"ez-toc-section\" id=\"insufficient-or-neglected-local-market-research\"><\/span><span style=\"font-weight: 400;\">Insufficient or neglected local market research<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">One of the most common reasons for failed global marketing efforts is that the campaign creators don\u2019t build in enough time to conduct thorough <\/span><a href=\"https:\/\/phrase.com\/blog\/posts\/market-research\/\"><span style=\"font-weight: 400;\">market research<\/span><\/a><span style=\"font-weight: 400;\"> before crafting a global campaign.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Campaign creators sometimes neglect to incorporate consumer opinion gathering into the planning phase of their projects. They often fail to spend enough time determining how to localize their message for each global market.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The lack of analysis and consumer market immersion can hamper marketers\u2019 ability to fully understand local consumers\u2019 motivations and needs, which in turn translates into a lackluster, culturally irrelevant global marketing campaign.<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"misinterpretation-of-global-campaign-briefs-or-brand-strategies\"><\/span><span style=\"font-weight: 400;\">Misinterpretation of global campaign briefs or brand strategies<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">In some cases, a failed global marketing effort can be attributed to a lack of understanding at the local level regarding the campaign&#8217;s objectives and the global brand strategy.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For example, if the global brand strategy emphasizes the product&#8217;s ease of use, but regional marketers are convinced that local market consumers prioritize affordability, a misalignment between the 2 perspectives can lead to a misguided campaign that falls short of expectations.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">To prevent this, marketers must ensure clear brand strategy communication across various levels. Even when marketers conduct thorough research, craft the appropriate message, and outline an execution plan, it\u2019s crucial to effectively convey the strategy to each local team, ensuring alignment.<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"poor-alignment-between-processes-resources-and-tools\"><\/span><span style=\"font-weight: 400;\">Poor alignment between processes, resources, and tools<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Working on global marketing campaigns can be a complex task for any global enterprise, so marketers need to have the right processes and technology in place for the best possible outcome. Otherwise, the risk of a high margin for error increases, leading to inefficient and costly revisions.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For example, manually translating marketing content in spreadsheets can lead to slow and low-quality work, wasting time and money on costly revisions. Automating manual or repetitive translation tasks with cutting-edge localization technology can help you streamline the process and eliminate inefficiencies.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"top-5-best-practices-for-marketing-localization\"><\/span><span style=\"font-weight: 400;\">Top 5 best practices for marketing localization<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">By recognizing and addressing the challenges of marketing localization, marketers can ensure that their campaigns truly resonate with customers worldwide. <\/span><span style=\"font-weight: 400;\">The following steps can serve as a guide to undertaking successful marketing localization.<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"put-together-a-cross-functional-marketing-localization-team\"><\/span><span style=\"font-weight: 400;\">Put together a cross-functional marketing localization team<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">To get started, you first need to think about the stakeholders who should handle a process as complex as marketing localization. It\u2019s recommendable to have a single team responsible for managing the global localization process. From planning and execution to post-campaign evaluation, this will ensure a cohesive <a href=\"https:\/\/phrase.com\/blog\/posts\/ultimate-guide-to-stakeholder-management-for-product-managers\/\">stakeholder management<\/a>.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The challenge for global marketers lies in striking the right balance between centralized control through headquarters and empowered local teams. The latter may have the know-how for localizing global campaigns but can also lack a full understanding of the big picture defined by the headquarters.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Considering that shortcoming, it\u2019s key to build bridges between global counterparts, break down communication silos, and provide opportunities for global learning so everyone involved can take full advantage of existing expertise, resources, and technology.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In marketing localization projects, there are several key stakeholders involved:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Localization managers<\/b><span style=\"font-weight: 400;\"> oversee the entire process, from hiring translators to ensuring smooth communication and file delivery.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Product managers<\/b><span style=\"font-weight: 400;\"> provide strategic direction, leveraging their understanding of the international landscape.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Developers and localization engineers<\/b><span style=\"font-weight: 400;\"> handle technical aspects, offering support to linguists for accurate translations.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Designers<\/b><span style=\"font-weight: 400;\"> ensure a seamless user experience in the localized version.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Translators<\/b><span style=\"font-weight: 400;\"> play a vital role in putting words to paper in the target language.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Localization testers<\/b><span style=\"font-weight: 400;\"> act as proofreaders and reviewers, ensuring consistency and design integrity\u2014their contributions are essential for successful global expansion.<\/span><\/li>\n<\/ul>\n<h3><span class=\"ez-toc-section\" id=\"get-to-know-your-target-markets-and-work-with-local-market-experts\"><\/span><span style=\"font-weight: 400;\">Get to know your target markets and work with local market experts<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">For each global marketing campaign you launch, create a \u201cfitness\u201d scorecard around each individual campaign component that assesses its localization fit. The localization team should help you ensure that the scorecard is accurate and results are meaningful.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">To make sure you\u2019re getting the most out of your localization efforts in all markets, consider conducting regular customer interviews and using the feedback to continually adjust campaign components. Carry out regular post-campaign evaluations of what worked and what didn\u2019t so that you can apply your learnings to future campaigns.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">All stakeholders you work with should have in-depth knowledge of both your product and the market you\u2019re localizing for. Your team needs to understand the local market and its specific demands in terms of marketing, design, and legislation. This is the only way they can craft a user-friendly product.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">When <\/span><a href=\"https:\/\/phrase.com\/blog\/posts\/beginners-guide-app-localization-chinese-market\/\"><span style=\"font-weight: 400;\">localizing for the Chinese market<\/span><\/a><span style=\"font-weight: 400;\">, for example, you need to take extra care not only with translations and marketing. China also has many tricky rules when it comes to coding, choosing the right local servers, and respecting the laws of the <\/span><a href=\"https:\/\/cs.stanford.edu\/people\/eroberts\/cs181\/projects\/2010-11\/FreeExpressionVsSocialCohesion\/china_policy.html\"><span style=\"font-weight: 400;\">Great Firewall<\/span><\/a><span style=\"font-weight: 400;\"> (GFW).<\/span><\/p>\n<p><span style=\"font-weight: 400;\">That said, defining an international buyer persona is no longer enough if you truly want to <a href=\"https:\/\/phrase.com\/blog\/posts\/guide-to-understanding-what-customers-really-want\/\">know what customers really want<\/a>. Instead, you\u2019d need to build local buyer personas, i.e. &#8220;local profiles&#8221; for each country you\u2019re localizing for. <\/span><span style=\"font-weight: 400;\">You need to find out beforehand who you\u2019ll be dealing with in any of those markets. Think about age, gender, relationship status, interests, education level, where they live, how much they earn, and what their purchasing habits are like. These answers will likely vary with each new country you\u2019re approaching but are crucial for your success in localization, reducing both time to launch and costs.<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"prioritize-the-content-types-for-each-target-market-based-on-their-return-on-investment\"><\/span><span style=\"font-weight: 400;\">Prioritize the content types for each target market\u00a0 based on their return on investment<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">When getting ready for marketing localization, you also need to think about what content you\u2019re going to use. Having <\/span><a href=\"https:\/\/phrase.com\/blog\/posts\/writing-10-best-practice-tips-on-how-to-write-global-ready-content-for-localization\/\"><span style=\"font-weight: 400;\">strong marketing content that\u2019s easy to localize<\/span><\/a><span style=\"font-weight: 400;\"> is essential when you\u2019re looking to capture market share\u2014as it will help you build brand awareness.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It\u2019s not just about sending a message in the right language but also reaching real people using a voice your potential customers can understand. The best strategy is usually a mix of translated and localized content. How much to translate will depend on the revenue potential and cost-efficiency considerations.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Analyze each market individually and decide based on their specific characteristics. Translating English content into other European languages might help, but this strategy can hardly pay off in China. People there have almost no interest in products that aren\u2019t directly related to their country.<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"speed-up-delivery-by-leveraging-machine-translation-for-suitable-content-types\"><\/span><span style=\"font-weight: 400;\">Speed up delivery by leveraging machine translation for suitable content types<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">The use of machine translation (MT) in marketing sparks debate among marketers and linguists. Some value its speed and cost-effectiveness, while others see it as a necessary evil or an overrated shortcut.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">MT can be useful for quickly translating low-impact content, but for high-visibility or sensitive material requiring accuracy, creativity, or craftsmanship, it&#8217;s best to stick to human translation.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For optimal outcomes, let&#8217;s examine 3 key content types and identify the most effective translation method.<\/span><\/p>\n<h4><span style=\"font-weight: 400;\">Raw machine translation: To be used with caution<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">For low-impact, low-visibility, low-traffic, and unambiguous content, you can normally get away with using machine translation output that doesn\u2019t undergo human revision. This is known as raw machine translation and is best suited for content such as:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Internal documentation<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Website footers<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Social media posts compiled internally for sentiment analysis<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Repetitive technical content that doesn\u2019t need to be 100% accurate, just actionable, like instruction manuals<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">User-generated content like product reviews, for which consumers generally expect low quality<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Chat or email support messages<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Raw MT will benefit your marketing localization efforts only as long as you use the best-performing machine translation engine for your language pair and content.<\/span><\/p>\n<h4><span style=\"font-weight: 400;\">Post-edited machine translation: The middle ground<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">There are times when content is more sensitive than what you\u2019d want to put through raw MT, but it\u2019s not so critical that you want to spend the time and money to get a human translator involved. In these cases, <\/span><span style=\"font-weight: 400;\">machine translation post-editing<\/span><span style=\"font-weight: 400;\"> (MTPE) can be helpful.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">MTPE entails a human translator cleaning up the machine translation output to make it more accurate and idiomatic. Some examples of content suitable for MTPE in marketing localization are:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Ecommerce product titles<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Product descriptions<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Knowledge bases<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Frequently asked questions (FAQs)<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Back-end SEO meta information such as image alt texts and captions<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">To maintain consistent brand voice and messaging across cultures, post-editors usually work with traditional translation tools like translation memories, termbases, glossaries, or style guides.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Modern translation technology makes it even possible to estimate the quality of machine translation output to concentrate post-editing resources where they\u2019re most needed.<\/span><\/p>\n<h4><span style=\"font-weight: 400;\">Human translation: For sensitive material<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">Every marketing campaign contains elements that relate closely to branding. These high-traffic, durable assets aimed at persuading, delighting, or reassuring the target audience\u2014together with sensitive or confidential content\u2014are best left in the hands of human experts:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Homepages, landing pages, and high-visibility website UI<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Blog posts<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">User-oriented newsletters<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Press releases<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Print and digital advertising<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">SEO content<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Legal or contractual documentation<\/span><\/li>\n<\/ul>\n<h3><span class=\"ez-toc-section\" id=\"automate-manual-or-repetitive-translation-tasks-with-localization-technology\"><\/span><span style=\"font-weight: 400;\">Automate manual or repetitive translation tasks with localization technology<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">With marketing localization involving multiple stakeholders, you can hardly afford bottlenecks, rework, and unnecessary delays. Those long email back-and-forths; the attached file that nobody is certain is the most updated version; the translation that\u2019s sitting there waiting for marketing to sign off on a minor change\u2014all of these can add up to a marketing campaign that\u2019s late to market and\/or over budget.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Yet, most common translation workflows still tend to be manual\u2014and therefore extremely resource-intensive and time-consuming:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">The marketing team is copy-pasting content to a text document or spreadsheet<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">The marketing or localization manager shares it with translators along with reference materials<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">The translators are working on it and seeking clarification if needed<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">The translator submit the completed work to the manager who then sends it for proofreading<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">The manager approves the translated content and let\u2019s the team integrate it into marketing channels<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">This workflow might have worked well enough in the past, but with the world becoming increasingly globalized and the need for marketing responsiveness ever more urgent, marketing teams require better marketing localization workflows that reduce the time campaigns take to translate and launch.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So what exactly should you aim for when automating localization? Consider using a <\/span><a href=\"https:\/\/phrase.com\/blog\/posts\/translation-management-system-how-it-works\/\"><span style=\"font-weight: 400;\">translation management system<\/span><\/a><span style=\"font-weight: 400;\">, like Phrase TMS. A cloud-based TMS will enable you to centralize and standardize all of your processes, manage the creation and use of glossaries, control costs by adopting an efficient workflow, monitor performance with comprehensive reporting capabilities, and take advantage of a range of other features that are useful in managing a localization project.<\/span><\/p>\n\t\t<\/div>\n\t<\/div>\n<\/div>\n\n\n\n<div id=\"acf\/blog-cta-block_6411e3a19cf73\" class=\"pxblock pxblock--blog-cta bg--green image--orientation-landscape\">\n\t<div class=\"block-container\">\n\t\t\t\t\t<div class=\"image image--align-middle\">\n\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1260\" height=\"1159\" src=\"https:\/\/phrase.com\/wp-content\/uploads\/2022\/09\/TMS_Hero-e1678895852531.png\" class=\"attachment-original size-original\" alt=\"Phrase TMS | Phrase\" srcset=\"https:\/\/phrase.com\/wp-content\/uploads\/2022\/09\/TMS_Hero-e1678895852531.png 1260w, https:\/\/phrase.com\/wp-content\/uploads\/2022\/09\/TMS_Hero-e1678895852531-300x276.png 300w, https:\/\/phrase.com\/wp-content\/uploads\/2022\/09\/TMS_Hero-e1678895852531-1024x942.png 1024w, https:\/\/phrase.com\/wp-content\/uploads\/2022\/09\/TMS_Hero-e1678895852531-768x706.png 768w\" sizes=\"(max-width: 1260px) 100vw, 1260px\" \/>\t\t\t<\/div>\n\t\t\t\t<div class=\"content\">\n\t\t\t<p class=\"subhead\">Phrase TMS<\/p>\n<p class=\"secondary h6\">The enterprise-ready translation management system<\/p>\n<p class=\"small\">Work with the leading TMS to automate translation workflows with cost control and quality checks.<\/p>\n<p><a class=\"btn btn--outline\" href=\"https:\/\/phrase.com\/platform\/tms\/\">Explore Phrase TMS<\/a><\/p>\n\t\t<\/div>\n\t<\/div>\n<\/div>\n\n\n\n<div id=\"acf\/text-block_582ddb643a0518a510d493954ddedfd2\" class=\"pxblock pxblock--text alignfull spacing--default bg--white\">\n\n\t\n\t<div class=\"container\">\n\t\t<div class=\"wysiwyg animate-in\">\n\t\t\t<p><span style=\"font-weight: 400;\">More specifically, a translation management system gives marketers the following main capabilities:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Automation:<\/b><span style=\"font-weight: 400;\"> Translatable content should be automatically extracted from content management systems, source code repositories, or marketing automation platforms and routed to the translation interface. Translated content should be able to be automatically imported back into the original environment.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Centralization:<\/b><span style=\"font-weight: 400;\"> Providing a single point of access to all relevant marketing materials, resources, instructions, and content increases productivity and reduces the chances of errors. Marketing and localization teams should be able to work from a single platform, with all the tools they need at their fingertips.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Real-time collaboration:<\/b><span style=\"font-weight: 400;\"> A TMS acts as a hub through which marketing teams can collaborate with other departments and both in-house and external stakeholders in real time, ensuring that everyone\u2019s working from the most up-to-date content.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Translation memory:<\/b><span style=\"font-weight: 400;\"> A robust TMS lets you store translations in a cloud-based translation memory, which allows translators and marketing teams to reuse content across different marketing campaigns.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Support for familiar file formats:<\/b><span style=\"font-weight: 400;\"> No more copy-paste. You should be able to submit content for translation in your preferred file types: IDML, PSD, SVG, HTML, etc.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Integration:<\/b><span style=\"font-weight: 400;\"> The TMS should be able to quickly and easily integrate with content management systems (e.g., Marketo, HubSpot, Adobe Experience Manager, WordPress, Drupal, Contentful, Contentstack, Sitecore), ecommerce platforms, marketing automation platforms, and CRM systems, or even let you build a custom integration via a REST API.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Quality control: <\/b><span style=\"font-weight: 400;\">The TMS should include a quality assurance process that facilitates checking translations for accuracy against previously translated content (through the use of translation memories), marketing brand guidelines, style guides, and glossaries.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>AI-powered machine translation:<\/b><span style=\"font-weight: 400;\"> A modern TMS combines well-established translation technology with AI-powered machine translation capabilities.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Tracking and reports:<\/b><span style=\"font-weight: 400;\"> The best TMS will provide marketing teams with insights and reporting that can be used to improve marketing performance and marketing ROI and will let them monitor translators\u2019 performance to make any necessary adjustments.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">With technology firmly in place to support it, marketing localization efforts are nigh on unbeatable as a competitive advantage for any company seeking to succeed globally. A robust TMS helps marketing teams deliver higher quality work on time and on budget, which ultimately boosts marketing performance, increases sales, and boosts marketing localization ROI.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"successful-marketing-localization-is-an-exercise-in-balance\"><\/span><span style=\"font-weight: 400;\">Successful marketing localization is an exercise in balance<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">When it comes to running successful global campaigns, marketers need to think about how to strike the right balance between:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Leveraging existing assets and creating local content from scratch<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Staying true to global brand standards and catering to local preferences<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Working towards global company objectives and meeting local customer needs<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Saving budget where possible, for example, through MT, and investing in the right people and tools where necessary<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">At the end of the day, this balance is what <\/span><span style=\"font-weight: 400;\">connects the right people with the right processes by leveraging the right technology. This solid basis can help global marketers effectively launch campaigns that resonate with customers worldwide and motivate them to buy your product. The final result? Even greater global revenue growth in the long run.<\/span><\/p>\n\t\t<\/div>\n\t<\/div>\n<\/div>\n\n\n\n<div id=\"acf\/blog-cta-block_4ff768fa584c604b149ae38fd00c8b99\" class=\"pxblock pxblock--blog-cta alignfull bg--green image--orientation-square\">\n\t<div class=\"block-container\">\n\t\t\t\t<div class=\"content\">\n\t\t\t<p class=\"h4\" style=\"text-align: center;\">Speak with an expert<\/p>\n<p class=\"small\" style=\"text-align: center;\">Want to learn how our solutions can help you unlock global opportunity? We\u2019d be happy to show you around the Phrase Localization Platform and answer any questions you may have.<\/p>\n<p style=\"text-align: center;\"><a class=\"btn btn--outline\" href=\"https:\/\/phrase.com\/demo\/\">Book a call<\/a><\/p>\n\t\t<\/div>\n\t<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Find out how integrating localization into your global marketing strategy can lead to more successful campaigns and give you a competitive edge in local markets.<\/p>\n","protected":false},"author":50,"featured_media":1238,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_stopmodifiedupdate":true,"_modified_date":"","_searchwp_excluded":"","footnotes":""},"categories":[38],"class_list":["post-30909","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-localization-strategy"],"acf":[],"_links":{"self":[{"href":"https:\/\/phrase.com\/wp-json\/wp\/v2\/posts\/30909"}],"collection":[{"href":"https:\/\/phrase.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/phrase.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/phrase.com\/wp-json\/wp\/v2\/users\/50"}],"replies":[{"embeddable":true,"href":"https:\/\/phrase.com\/wp-json\/wp\/v2\/comments?post=30909"}],"version-history":[{"count":65,"href":"https:\/\/phrase.com\/wp-json\/wp\/v2\/posts\/30909\/revisions"}],"predecessor-version":[{"id":95126,"href":"https:\/\/phrase.com\/wp-json\/wp\/v2\/posts\/30909\/revisions\/95126"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/phrase.com\/wp-json\/wp\/v2\/media\/1238"}],"wp:attachment":[{"href":"https:\/\/phrase.com\/wp-json\/wp\/v2\/media?parent=30909"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/phrase.com\/wp-json\/wp\/v2\/categories?post=30909"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}