Why Localization is Important: The 6 Benefits of Localization Explained

I clienti globali rispondono ai messaggi di marketing localizzati e culturalmente rilevanti. Stai parlando la loro lingua?

Avatar di Aaron Hakenson
Aaron Hakenson

05 agosto 2022

LETTURA: 8 MIN.

Grazie alle tecnologie digitali dei giorni nostri, i clienti globali riescono a trovare i prodotti e i servizi che soddisfano le loro esigenze, in modo più semplice che mai, prima d'ora. Inoltre, sono in grado di cercare tali informazioni online, nella lingua che parlano. A recent study has shown that 56% of consumers rated the ability to obtain product information in their preferred language to be even more important than price.

Suppose your company's website isn't localized to appeal to customers willing to purchase based on brand connection to their language. In that case, you're missing a significant opportunity to build your business. However, you are also giving your competitors a significant advantage in the quest to increase market share.

Brass tacks: When you’re expanding globally, localizing your website and other online content isn't a nice-to-have. È irrinunciabile.

Why is Localization Important?

Introducing new products to a global marketplace typically requires both translation and localization. Translation converts content from one language into another. Localization moves beyond changing existing content and marketing collateral into another language. Localization is vital in how it establishes a connection with potential customers on a personal level. This is because the localization process involves understanding how culture and market conditions affect customers' buying behavior and not assuming you'll be successful in your target market simply because you exist there.

The localization process aims to adapt meaning to relevant content for a targeted market. In addition to changing language, localization might incorporate different images, conversions to new measurement systems, time zones or currencies, and different layouts to accommodate language changes (such as if a language is read right to left, or if words in the target language tend to be longer than in the original language).

Below, you'll find examples of the significance of localization. Then, dive deeper into the benefits and advantages of localizing content when planning a global expansion.

Localization is Crucial to Successful Expansion

The localization process is crucial to global expansion. Expanding would be fruitless if potential customers don't or can't understand your content, products, or services. Companies that tend to be the most successful balance the desire to meet global standards with the need for local flexibility. If you're looking to expand and don't prioritize localization, your business can seem static and impersonal to potential customers outside your home base.

Developing a proper localization strategy can assist you as you prepare for expansion. A localization strategy takes a very close look at the who/what/why/when, and how questions you need to answer before you take measures to expand. Developing a localization strategy involves the integration of language translation, image appropriateness, cultural message matching, process definition, and regulatory compliance. Once you work through your strategy, the localization process becomes predictable and repeatable, so you can continuously grow measurably.

Localization is a Growing Global Marketing Trend

Ai giorni nostri, i clienti globali si aspettano che i contenuti online siano nella lingua che preferiscono. Abbandonano molto velocemente i siti web e i marchi che non sono in grado di fornire questo servizio. Considera questa statistica della globalizzazione:

English is no longer the predominant language online. While 60% of all content on the Internet is in English, native English speakers are made up of approximately only 5.4% of the world's population. Internet users who prefer English make up 25.3% of the overall Internet market share, which leaves nearly 75% who prefer to consume content in another language. In a recent survey, 65% of consumers explained they choose to engage with content in another language.

China and India are still winning the Internet. China currently has over 1.02 billion online users, while India ranks second with over 658 million. Nessuna di queste nazioni utilizza l'inglese come prima lingua.

Global shopping has gone mobile. More than 55% of smartphone users worldwide use their phones to shop online, and they like to use their preferred language to do so. Trends like these prove that speaking your customers’ languages through localized content is essential to your marketing success.

Localization Turns Cultural Differences into an Advantage

Perché il marketing localizzato e culturalmente rilevante è così importante? Innanzitutto, perché può creare o distruggere la tua abilità di instaurare delle connessioni genuine con i tuoi clienti.

For example: Imagine that you're sharing content with Italian customers about a Christmastime holiday sale. Se il tuo linguaggio pubblicitario sarà lo stesso che adotti per rivolgerti ai clienti americani, allora andrai incontri a dei problemi. Il mercato USA enfatizza la vigilia di Natale e il giorno di Natale come festività principali, mentre l'Italia punta l'attenzione anche sul 6 di gennaio, l'Epifania.

Un tale piccolo errore può apparire innocuo, a un primo sguardo. Tuttavia, può ledere i tuoi sforzi di marketing, rivelando che non conosci il mercato italiano altrettanto bene come altre aziende. Questi clienti lo noteranno. Ovviamente, non lo apprezzeranno.

Attraverso la localizzazione e la traduzione del tuo sito web per i clienti globali, invece, fai capire che li comprendi e che ti stanno a cuore. Instauri così dei legami più forti con i clienti.

The Benefits of Localization

La localizzazione dei siti web e degli altri contenuti digitali ti consente di creare delle connessioni genuine e autentiche con i clienti e di usufruire di vantaggi quali:

1. Increased trust

I siti web che riflettono le distinzioni linguistiche e culturali, tra i vari Mercati e le loro lingue predilette, mostrano che il tuo marchio comprende e rispetta le loro culture individuali. Questo alimenta la fiducia del cliente. According to CSA Research, up to 60% of non-native English speakers rarely or never buy from English-only websites, and 64% of buyers say they specifically value localized content. These statistics show that obtaining product information in a customer's preferred language can make or break how your brand is viewed and trusted.

In turn, when trust is enhanced, key performance indicators (KPIs) see a sizable lift. KPIs measure the performance of a company, its activities, processes, and the progress of projects. In order to be significant, KPIs must correlate to quantifiable business goals. Determining the success of any localization program is tied to the overall expectations of the expansion project or business strategy.

The increase in trust localization creates can lead to important retention KPIs improving, including

  • Generating higher sales
  • Higher customer satisfaction
  • Delivering an excellent customer experience
  • Increasing net promoter score (NPS)
  • Lower attrition rates

2. Easier interaction with your brand

Le vite dei clienti sono influenzate da ciò che utilizzano tutti i giorni, inclusi le loro piattaforme di social media preferite, i siti per dispositivi mobili e molto altro. Content localization makes your online presence available in multiple languages, across all channels, and ensures that your company will be able to reach more people where they live and work. This enhances a positive user experience for global customers and helps them trust your brand.

A positive user experience directly results in an increase in sales conversion rates and engagement rates, as well as lower bounce rates. User experience has become incredibly important, especially when looking at statistics that show how 74% of customers can switch brands if the purchasing process is too difficult for them; or, that 86% of users are inclined to pay more for a great customer experience. It's no wonder that global spending on customer experience has been estimated to reach $640 billion by 2022.

3. Driving better online search results

La localizzazione della tua presenza online non è limitata a ciò che i clienti possono leggere sul tuo sito web. Con la soluzione di traduzione più appropriata, tutto può essere localizzato: immagini, file multimediali, social media, PDF dinamici e molto altro. Even keywords, metadata, and hreflang tags can be localized to improve global SEO efforts and drive engaged global traffic to your website. Once there, global customers will benefit from an enhanced user experience and content that speaks directly to them.

4. Stronger brand consistency

Translating websites for your global markets gives you full control of your message, and delivers a consistent brand experience across all markets. Sarà così più semplice garantire che il tuo messaggio sia comunicato esattamente come l'hai concepito, piuttosto che mal interpretato da agenzie o aziende di terze parti. Localization takes this a step further, ensuring that the content is not only translated, but accounts for the cultural nuances and preferences of each location. This ensures brand consistency and improves brand image.

5. Better segmentation

Today’s leading website translation and localization solutions make it easier than ever to share customized messages to customers in different global markets. Puoi controllare il tuo messaggio online, soddisfacendo allo stesso tempo anche le esigenze dei clienti nazionali ed espandendo l'impronta digitale del tuo business. This improved ability to segment markets and speak directly to local audiences can enhance the effectiveness of messaging and targeting.

6. More support for in-market teams

I siti web localizzati non solo sono delle ottime risorse per i tuoi clienti, ma anche per le vendite locali e per supportare i team. Un sito web localizzato può sottolineare i servizi e i prodotti specifici per il mercato, rispondere alle normative locali e ai requisiti legali e fornire informazioni a cui i team di marketing locali possono attingere per perseguire le proprie campagne.

Take Advantage of the Benefits of Localization

These days, your company must speak the local languages of your global customers. Inoltre, l'unico modo per rafforzare la portata e il successo del tuo team di marketing è quello di offrire dei contenuti online localizzati, attraverso ogni canale, in ogni mercato in cui operi.

To make the most of your online localization efforts, partner with a digital-first translation agency that employs expert human translators hand-in-hand with advanced technology solutions such as translation memory, to get your marketing message to your customers in the languages they prefer. Translation memory is a part of a larger system called a CAT (computer assisted translation) tool, which describes software used to increase translation productivity, catch mistakes, and improve consistency. Utilizing translation memory helps support the localization process by allowing the re-use of translations for other projects, such as document translation, app localization, image translation, or for translating emails or other content.  

MotionPoint provides localization solutions that supports business localization goals anywhere. MotionPoint's technology minimizes operational complexity and maximizes translation and localization impact, and can provide you with flexible and consistent brand imaging, messaging, and marketing content through global markets.

Ultimo aggiornamento: 05 agosto 2022
Avatar di Aaron Hakenson

Aaron Hakenson

Aaron Hakenson è responsabile di tutte le operazioni di vendita e introduzione sul mercato di MotionPoint. I suoi 15 anni di leadership nel settore della traduzione guidano le filosofie di vendita e marketing di MotionPoint. Aaron possiede una solida esperienza nell'implementazione e nello sviluppo di strategie per accelerare la crescita dei ricavi e la soddisfazione dei clienti.

Avatar di Aaron Hakenson
Aaron Hakenson

Vicepresidente senior vendite e gestione account

LETTURA: 8 MIN.