‘Glocal’ Content Marketing and How it Helps International Brands
While the popular description of a global brand still applies, it has evolved with the market. Fruitful global brands must comply to meet local needs by dealing with what’s recognised as a ‘glocal’ outlook.
Being a global brand has conventionally indicated that your brand is marketed and noticed around the globe. It means that you apply a similar marketing approach and advertise unified brand values across all of your markets. Whether you are in Japan, Australia, or the US, your audience notices you by the imagery, identity, and voice that exemplify your brand.
Be that as it may, there’s more to it. Today’s brands – at least the most outstanding of the bunch – figure out that there’s also a local factor that all businesses, global or otherwise, cannot neglect.
In the new branding innovations, the term ‘glocal’ incorporates both the words global and local.
Taking advantage of glocal means that you have an international mindset and reach, but you also adapt to the cultures, ideals, and demands of your local market. If executed effectively, this concept keeps the essence of your brand while also preparing it to be engaging and recognisable to local markets.
Going Glocal Scales Global
This dilemma led to what many brands point out as a “glocal” strategy. The strategy involves products that are developed globally but tailored to gratify each unique local market. Glocal marketing approaches create a link between a global business and a local lifestyle.
Authentically Approaching Local Audiences
The eCommerce means is established for glocal strategies. When you are online, the location doesn’t matter – just that you connect with your audience well and you hand over a useful product to each local customer.
To accomplish this, smart eCommerce businesses localise every phase of their communication with their clients – from content and SEO to product descriptions, billing, and client service.
This pile of content makes challenges for brands; especially, it requires time and professional resources to translate. Working with language experts can promptly push many businesses outside of their budgetary bounds.
Localisation technology including machine learning, data analysis that automates analytical model building, can facilitate businesses to efficiently scale globally.
Glocal Marketing on Media, Messaging, and Branding
A glocal marketing strategy is not as plain as establishing certain product features. It involves paying attention to factors as diverse as:
- Tone of communication
- Social media plannings
- Brand style and colours
- Corporate blogging
- Word choice
- And many more
Localisation technologies are the stage where the source text is put into and almost right away translated to the target languages.
These tools are exceptionally sophisticated, with many language dealers backing as many as 50 diverse languages while also monitoring, tracking, and editing performance in real-time.
As cross-border online marketings develop worldwide, localisation technologies have become even more progressive, with modernised options powered by both machine translation.
These service contributions greatly outpace by quietly inputting text into Google. An extensive amount of text is translated through machine learning facilities to enhance accuracy and tone and deliver high-quality content promptly and efficiently.
Human language professionals then review elements for increased quality control. The skill to productively localise content at a feasible cost eliminates a massive blockade to entry for businesses, developing the international platform for client attention.
So, an eCommerce business can establish a localised website and market anywhere. But how can eCommerce businesses come upon new markets?
Employing the proper product search terms and listing info can be decisive to building up a brand’s reputation in a desired region and language.
Localisation technologies, however, can pose two considerable hurdles to carrying out a successful SEO strategy. When data is translated, they may not always generate the correct keywords necessary to bring about strong SEO. Another issue is not all keywords are devised identical – and not all keywords can translate.
If “faded ripped boyfriend jean” would be an ideal long-tail keyword for jeans if you are in Australia, a site wanting to get SEO response from France for the same jeans may require picking a different caption for the same product listing.
Addressing this demands SEO research to be carried out on a per-region basis. An eCommerce business’s localisation vendor will adopt machine learning and localisation methods to translate product listings at scale.
They will then depend on human proficiency to tweak the materials and include compatible keywords in titles and listings regularly searched for in each given “glocal” locality to establish local search visibility.
Humanising your texts, voice, and images to show the local culture where they are will greatly help to set a global brand up for customer relations success. Strategic glocal content marketing aimed at media and local SEO binds the gap between global and local for an effortless channel into new markets.
Opening into global marketing is no slam dunk in the current global economy. Leveraging the localisation method is essential for any global eCommerce brand,considering the scale and is a critical aspect of a company’s localisation success element. Think globally; execute locally has an entirely modern SEO and content meaning.
Are you looking to scale up your brand with glocal content marketing strategies, connect with our team ASAP.