How Localization Can Help Businesses Reach Global Audiences

Thanks to the power of the internet, businesses have reached broader audiences with the click of a button. Customers can easily purchase products or services worldwide delivered directly to their browsers. But is it really that simple? 

Imagine this scenario: You have an incredible product and brand that helps customers mitigate cost and time, and you soon realize this product can help others around the world. So, you begin targeting audiences in various geographical regions. However, something gets lost in translation. 

An English-based web application may not translate as quickly and efficiently for potential customers in Chinese-speaking regions. This problem can lead to wasted time and money targeting areas your brand is not equipped to serve. 

This problem is more common than you think. Recent data shows that 72% of online shoppers who are not native English speakers would prefer product reviews and advertisements to be in their native language. 

The solution? Localization.

Localization allows brands and businesses to adapt their products and services to align with a particular target audience’s language, aesthetic, and culture. The process of localization, once achieved, makes it easier for companies to implement globalization and reach an array of audiences, cultures, and subgroups at the same time. 

While the word localization may trigger the idea of “translations,” the process is more intricate. Localization takes into consideration non-verbal and non-textual signifiers. While localization includes language translations, it also includes culture, local vernaculars, formats for dates, measurements, and more. 

For example, by using localization technology, a company can uniquely target customers in Brazil and customers in Portugal separately instead of lumping them together because of their common language of Portuguese. 

A Blended Approach to Localization

The process of localization has continued to increase in demand. However, manual localization can prove tedious for companies looking to scale globally quickly. The development of innovative tools and AI-machine translation leads to increased efficiency, consistency and delivery time for marketers and businesses. But it is the power behind combining these tools with human experts that work alongside marketers and businesses to ensure a seamless localization process.

Now, the options for a customized approach to localization are growing. In fact, more businesses and applications are launching to help companies master this localization process through innovative technology and a white glove approach. Companies such as BLEND have launched to support businesses to maintain a native presence in different global markets. Their work with app development companies such as Lightricks has helped improve localization delivery rates by over 120%. BLEND, along with others such as Welocalize, is entering the market to help companies automate their localization processes through translations, global product launches, voice-overs, and more. 

Businesses Need to Localize to Expand Globally

Localization is the key to success for businesses looking to enter new markets. With strategic localization, companies can save money, increase customer loyalty and retention, and help to avoid any cultural faux-pas with foreign audiences. When thinking globally, it’s important to start localizing your content and services. 

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