Global marketing today is synonymous with personalisation, but what does this really mean? The internet and social media give consumers unprecedented influence and purchasing power, so brands can’t get away with using stock photos and standardised messages. AI-generated content has flooded digital spaces, making individualised, culturally relevant messaging a key differentiator.
But this is easier said than done. Many marketers ask themselves: How can we create personalised content on a global scale? Should we just translate one message into hundreds of languages?
The short answer is no. Translation is not enough. Instead, localisation – defined as the adaptation of content to a specific market – is the process that should lie at the core of every global marketing campaign if the content is to be diverse enough to address different values, lifestyles and ethnicities.
Why translation alone isn’t enough for global marketing
Many marketers still treat translation as an afterthought, simply converting words without considering how those words land in a new cultural context. Global audiences are both multilingual and multicultural, and localisation takes the next step, ensuring your message resonates authentically with different values, lifestyles and expectations.
Culture shapes how people interpret messaging, and translation alone can’t bridge that gap. For example, some cultures communicate through subtext or a shared understanding, while others like to be more direct. Even between countries that share similar cultures and languages, like in the Nordic region, you can find notable cultural differences. Read more about this topic in our tone of voice guide here.
Localisation goes beyond speaking the right language and helps you understand your audience’s mindset so that your message doesn’t just get heard, but actually sticks.
Advantages of localisation in global marketing
By prioritising localisation from the get-go, marketers ensure the following:
- Cultural authenticity: When localisation is considered from day one, you can create content that feels genuinely native to each market.
- Consistent brand voice: Early planning ensures that your brand personality, although tweaked linguistically and culturally, still resonates in a consistent way across all markets.
- Faster market entry: Campaigns can launch simultaneously across markets rather than in staggered rollouts, waiting for translations to go live.
- Time and cost efficiency: Starting with localisation in mind means you won’t need to go back and redesign campaigns that don’t translate well across cultures.
- Growth: Localisation can expand your brand reach and awareness, as well as offer a SEO boost.
- Connections: You can more effectively build personal connections with users and consumers because it gives your brand the human touch and shows respect for local cultures and values.
- Increased profits: If you do it right, localisation can form part of a successful organic growth strategy. If you don’t, it could come at a significant cost to your business.
Choose the right localisation strategy for your global marketing content
Of course, not every message needs the same level of localisation. That’s where a tailored strategy comes into play.
To find a localisation strategy that best fits your goals and expectations, you first need to assess the level of impact of your different content pieces. Is it brand-critical content, such as a slogan, or is it lower-impact content, such as reviews for an online platform?
Understanding that different types of content may require different strategies can save you time and help your language service provider allocate efforts properly. The graphic below can serve as an initial guide to think about where you might want to start, but you can always get in touch with us for more personalised advice.
Localisation services for global marketing, explained
Market-specific copywriting
We’ve talked about personalisation, so we know how crucial it is. Sometimes, the best way to ensure that this content can truly match a particular target audience is to create region- or country-specific campaigns to convey messages that are culturally and contextually appropriate.
Transcreation
Literal translations can sometimes cause misunderstandings and lead to considerable loss of meaning. Content should be transcreated instead, taking tone and style into account, having consideration for the design, the surrounding images and the broader context.
Full human translation
This is what you might call the traditional approach to content localisation. A human translator takes a text in one language and translates it into another, adding colloquial expressions and idioms, where appropriate, so the text reads like it was written in the target language. However, this doesn’t take into account cultural references and norms, and the meaning of images and symbols.
Machine translation post-editing
Some content, such as slang and idiomatic language, is not compatible with machine translation because of how culturally specific and ultimately human it is. However, when localising low-impact content, machine translation can be used in conjunction with human post-editing for a good and affordable option.
Multilingual SEO
There is more to SEO than simply translating keywords! Keyword localisation acknowledges the fact that the keywords that are popular in one region can be completely different in another. SEO needs to be tailored to each particular market.
The language solutions partnership process
While adding another stakeholder to your workflow may seem daunting, partnering with a language solutions provider that prioritises clear communication, seamless integration and mutual trust mitigates risks while delivering significant benefits to your marketing team.
Here’s a quick look into our process here at Sandberg:
- Strategic planning and onboarding
Our partnership begins with comprehensive onboarding outlining project requirements, costs, timelines and quality expectations. Strategic planning meetings assess longer-term needs, including expansion plans and peak work periods.
- Gathering project materials
Key client information is shared with project managers and linguists, including brand guidelines, style guides and terminology glossaries. Together, we’ll craft a detailed brief, containing specific brand and content information, with templates provided to streamline the process.
- Linguistic work with technology
Your content passes through multiple review stages by different linguists, ensuring accuracy and ISO standard compliance. Modern language technology, including translation memories and term bases, guarantees consistency. This may include AI and machine translation, followed by human review.
- Independent review
Project managers or validators conduct final content reviews before delivery, ensuring alignment with reference materials. Your dedicated point(s) of contact handle issues promptly, with quick response times to maintain project momentum.
- Communication and feedback
Open communication extends beyond individual projects through structured feedback stages, enabling continuous improvement. We’ll arrange annual business reviews to ensure there are clear communication channels for sharing ideas and feedback.
As you can see, the process is well-organised and can easily be tailored to your specific needs. For a more detailed explanation, read our article: https://stptrans.com/maximise-global-marketing/.
Make localisation a business priority
In an increasingly connected world where consumers expect authentic, culturally relevant experiences, localisation is a business imperative. Brands that invest in comprehensive localisation strategies from the outset can transform them into something that resonates deeply with diverse audiences across the globe.
The shift from translation to localisation represents more than just a change in terminology; it’s a fundamental reimagining of how brands connect with their customers. By embracing cultural authenticity, maintaining a consistent brand voice and leveraging the right mix of localisation services, from market-specific copywriting to multilingual SEO, companies can turn what might otherwise be seen as an afterthought or annoying extra cost into a powerful driver of growth and engagement.
Success in global marketing no longer favours those who speak the loudest, but rather those who speak meaningfully to each individual market. The brands that recognise this truth and build localisation into their processes from day one are the ones that thrive in our multicultural, interconnected marketplace.
At the moment, consumers have endless choices, and the brands that win are those that make every customer feel like the message was crafted specifically for them.
Ready to stand out from the crowd and start truly connecting with global audiences?
Explore our marketing solutions here.
Part of this article was initially published in 2019 by Gonzalo Fernandez, a former Sandberg team member, and has since been edited and revised with up-to-date information and new analysis.
Branding, Content creation, Creative services, Machine translation, Marketing translation
