The heart of every successful business is in marketing. Marketing affects the success of any business because without it you cannot communicate with your potential customers. Without this communication, your business will lose the opportunity to expand and make sales.
Once you have advertised your product or service and hit a few sales, it is essential to keep this rhythm. You can’t rely on your customers only to spread the word for you, but here it comes the role of the marketing team that is responsible for coming up with creative and fresh ideas to keep the sales numbers going up and to build your brand. A company’s reputation is a huge factor in deciding the long term success. Your company can stand on firmer ground if your marketing is able to set a high brand image in the market by participating in community programs, having effective communication and offering quality marketing support where needed. Marketing also makes room in the marketplace for a healthy competition. Your marketing moves do not just reach the customers but also your competitors who are trying to win the same pool of customers. Without this healthy competition, a single company can create a monopoly in the market for its products/services and charge any price it wants. This discourages new businesses to enter the market and overall customers will be affected as they won’t have many choices.
Study Your Target Market
Unless a business is intimately familiar with the psychology and demographics of its target market, any claims or assumptions about its target market like its interests, preferences, may be wrong. If you want your marketing to be effective and your brand to be attractive, you need to get to know your customers better. Here are 5 ways that will help you to understand your target market better.
Learn From Available Studies
You must read case studies, examples and psychological analyses by marketers before you decide to go for this market or not. You can study the sources including general market researchers, industry reports and sociologists. You can filter your data to ensure that the research you are spending time in is relevant and recent.
Create a Customer Persona
Once you have enough objective data, you can form solid insights about your target audience. You can create a customer persona which is basically a fictional character about your target market and an average member of your target market is expected to have. You can include all factors such as age, sex, education level, income and other disposition factors like curiosity, sensitivity, aversions and temperament.
Conduct Large-scale Quantitative research
You can back up your assumptions by starting a large-scale quantitative survey and cover the widest cross-section of your audience. You can offer multiple choice questions so that you can have hard statistics that will teach you about your target market’s habits.
Conduct a Small-scale Qualitative Research
You can complement your quantitative research with qualitative research for deeper insights about your audience’s psychological makeup. You can target a small sample of audience members and ask them open-ended questions in focus groups or interviews to get responses you can interpret.
Listen to Social Conversations
You can use social listening software with targeted social lists to know what your target market and customers are saying online on social media, what trending topics they follow and see how they interact.
How Localization Plays a Role in Successful Marketing Campaigns
Customers care more about what is happening in their own countries, therefore businesses have to connect with the customers at a personal level which means they need to understand customers’ languages, cultures and traditions. Here is the role of localization! Localization goes beyond mere translation of website content and connects the brands with customers at a personal level. Without localization you won’t be able to connect with your customers and may give out a wrong impression as what is true for one culture may not be welcomed in another. Localization takes care of such nuances and sensitivities.
Successful Marketing Campaigns in Latin America
Latin America’s market is booming and it is an emerging digital market which is attracting the attention of the world’s biggest brand marketers. Marketers who are scaling a brand in Latin America need to have a deep understanding of cultural nuances, tone of voice, awareness of differences by country and knowledge of each country’s history. There are many successful localized campaigns in Latin America by brands like McDonald’s and Coca-Cola.
McDonald’s launched a “Glad You Came” of #quebuenoqueviniste campaign in Latin America successfully reflected its customers’ love to entertain the guests as a core cultural value. The whole campaign was based on this concept of entertaining guests by putting the customers at the front: showing the customers that entertaining their friends and loved ones by treating them at McDonald’s. The campaign was released in Argentina, Costa Rica, Chile, Mexico and Colombia. McDonald’s showed real customers from each country in its social media channels.
Coca-Cola strategically addressed the Argentinian health conscious niche with a new product. Coca-Cola launched a “natural” and a “green” lower-calorie cola called Coca-Cola Life in 2013. It contained stevia which is an extract from the leaves of a shrub which is indigenous to Latin America. The campaign saw a great response and growth in Latin America and Coca-Cola’s social media channels indicated 35,000+ Twitter followers and 604,000 Facebook likes.
Why Localization Marketing Is Important?
Localization marketing is the foundation of two key pillars in any successful global business:
- Building Brand relevance
Localization marketing helps a brand to build its relevance in a target market. Even if your marketing campaign is working great in a particular region, it may not do so well without localization in another target market. Localization marketing is all about adapting your marketing message appropriately for a new target market and building your brand’s relevance there so that the potential customers can relate to it.
2. Driving Growth
If you’re looking to expand your business globally, that naturally means going into multiple markets with your brand and products. Localization marketing is crucial in defining the success of your business growth. Localization marketing increases the likelihood of positive conversions from your potential customers when they will see the marketing campaigns in their own languages and adapted to their culture.
Most organizations cannot achieve successful localized marketing without hiring marketing localization service provider like LatinoBridge. We have a solid experience and a large portfolio of successful marketing localization projects of valued brands from all over the world. Our team of marketing experts has years of experience in localizing marketing content and campaigns for brands for different global markets. They understand the intricate nuances and differences in cultures, people, and demographics to come up with a recipe for success for your project. If you are looking for marketing translation services, LatinoBridge is your stop. Contact us today for a custom quote.