How do today’s major global brands develop a digital presence and compete organically in local markets throughout the world? – It’s called glocal.
No, that’s not a typo – glocal is a sophisticated combination of global and local influence fueled by modern localization technology and strategic international marketing implementation. With the help of localization technology, global brands can be relevant and attractive on a local level. When done right, the glocalization process taps into the power of content localization and SEO. Check!
FYI Trend: International Brands Earn Local Trust
The trend of [local loyalty] isn’t new. Large worldwide brands have endeavored to compete in a broad global market to maximize their sales potential since their inception.
According to The Harvard Business Review, the early ’80s experienced a boom of companies creating products through economies of scale and then marketing them internationally. While many consumers viewed international brands as synonymous with quality, local brands remained in higher demand.
Going Glocal Scales Global
As a result of this issue, many marketers have adopted a “glocal” strategy. The strategy entails that products are developed internationally but tailored to each specific market, bridging the gap between a global corporation and local culture.
While McDonald’s is known for its fast food structure, the omnipresent “Golden Arches,” and other international brand emblems, recipes are customized to match the tastes of each area. McDonald’s menus reflect regional preferences around the world.
Going glocal now, though, entails diving much deeper.
Media, Messaging, and Branding
A glocal approach, according to Fabrik Brands, is more complicated than simply outlining product features. It entails paying attention to a wide range of factors, including
- Tone of voice.
- Social media strategies.
- Brand name and colors.
- Corporate storytelling.
- Word choice – and so much more.
Authentically Reaching Local Audiences
It doesn’t matter where you are while you’re online; all that matters is that you give a valuable product to each local customer. Smart e-commerce businesses achieve this by localizing all part of their interactions with customers, from content and SEO to item descriptions, billing, and customer support.
Businesses have issues as a result of this mountain of content, which necessitates time and skilled resources to translate. Companies can scale worldwide more efficiently with localization technology combined with machine learning and data analysis that automates the creation of analytical models.
Localization technologies are platforms where the source text is entered and translated into the target languages almost quickly. Many language providers support up to 50 different languages, making these location platforms quite sophisticated. The documents are subsequently reviewed by human language specialists for extra quality assurance.
Glocal Fine – Tuning SEO for Local Visibility
Choosing the right product search phrases might help a brand get traction in a particular market. However, it can create some challenges when it comes to developing a good SEO strategy. For example, when materials are translated, they may not necessarily give the precise keyword required for strong SEO as they did in the original language. Because search engines deliver results based on the user’s location, this is the case. As a result, tackling this necessitates SEO study and re-establishment on a per-region basis.
Brands from any country can compete in every market
In today’s global economy, tapping into overseas sales is no easy task.
Any worldwide ecommerce brand aiming to scale must use localization technology, and it is a vital aspect in a company’s localization success factor.
Think globally, act locally takes on a whole new meaning in terms of SEO and content.
Don’t get lost in translation by going glocal.