Localising A Business Is Fashionable, But Why?

Turn on the radio or the TV and the advert won’t be generic. McDonald’s don’t spend millions of pounds trying to appeal to their first base in San Bernardino, California. Chances are the person walks, talks and look like people that you know and love. It’s called localised marketing, and it’s a huge deal in 2018.

The question is – why?

Everything anyone knows about business is that the global corporations are the kingmakers. McDonald’s; Walmart; Apple – they make money around the world. So, it seems odd that they would care about local markets. They’re small fry, man! The truth is mill towns in the north of England and London have the same appeal in many respects. In fact, the average, bog standard village may be a bigger catch, and here are the reasons why.


More than 50% of the world’s population live and work in cities, which is why they are essential to businesses. However, it still means there is a whopping 49% of people who don’t have access to the main hubs, and that’s a problem. After all, it’s almost a level playing field regarding percentages. As a result, companies want to include as many people as possible to increase their turn over and boost profits. Speaking in English may be universal, but there are towns in China that don’t speak a word of the Queen’s. Using their local tongue appeals to a pretty important central market and keeps the bottom line healthy. To drill home the point, 95% of Chinese shoppers say they have a better experience dealing with information in their own language.

Loyal Base

The business world isn’t only about billion pound corporations; SME’s have a role too. Competing with big, traditional companies is never easy, especially when there is a lack of money and influence. Still, local markets help small and medium-sized businesses to fight back by providing a loyal customer base. For all their dominance, lots of consumers see big companies as shady and untrustworthy. As a result, plenty of men and women would rather use an SME with a friendly face. Small business owners are catching on to this fact and using it to develop a strong foundation. For example, butchers advertise that their product is ‘100% British’ at every turn. Why? It’s down to the fact that supermarkets fill their meat with chemicals and foreign agents.

The E.U

Brexit is a topic on everyone lips at the moment and this post isn’t going to come down on either side of the fence. However, what is important to keep in mind is the lack of red tape for businesses. Lots of politicians are complaining about bureaucracy, yet the Union makes localisation simpler. Normally, there would be a lot of legislation to consider before attempting a new market move. With E.U laws, it’s all pretty easy to follow thanks to their general rules and regulations. Rather than dealing with one set of requirements at a time, businesses can implement measures that are far reaching. When this disappears by 2019, localisation may be less of a centre point for the industry.

Easy To Implement

Okay, putting up a sign which shows the ingredients of food isn’t difficult. But, remember that more than 33% of people shop online, and that includes groceries. Therefore, in-store advertising is just a small sample of the overall traffic. To make a breakthrough, SME’s have to go online and interact. The good news is that digital marketing for local SME’s is a piece of cake regarding localisation. Take a universal website as an example. Simply putting the country’s tagline at the end of the URL is an excellent way to hit a target market in a different country. Then, the browser redirects them to a homepage that is in their language and covers topical affairs. Customers often have a greater affinity with brands that go the extra mile to make consumers feel at home.


Different Culture Content

Currently, it’s wintertime in the Northern Hemisphere and the weather is terrible. But, the same isn’t true in the Southern Hemisphere, and that’s a big deal. Talking about maintaining heat in the house, for example, doesn’t make any sense to hot and sweaty Australians or South Africans. The result is that they bounce and find a site that is suited to their needs. Simply put, localised content doesn’t make people feel as if the brand or business has nothing to offer.

How do you feel about localising a business? Is it something to consider or dismiss?


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