That all-important product range is your lifeblood. If you’re like the vast majority of retailers, then it’s likely that your product range is changing (and growing) on an ongoing basis. From fast fashion retailers through to tech gadget sales partners, an ever-expanding product range is a fact of life – especially if you are seeking to expand your markets via online channels.
Localisation is a powerful tool for any business, particularly large global companies. Giving you the ability to connect with local customers, to tailor your products and engage with local communities, localisation is the key to strong performance in locations around the world.
Website localisation is a key element of any global marketing strategy. From translation into multiple languages to blog posts about local events and sales, a website that caters to local audiences around the world is a great way to market locally even as a large global business.
In recent years, thanks to new technology and the power of Google and other search providers, hyperlocal marketing has come along to supplement already successful localised marketing strategies.
Put simply, hyperlocal marketing involves targeting a very narrow geographical area. Typically, this takes place online, making use of tools like Google shopping and maps, as well as the power of search engines to help consumers to find local businesses.
Localised marketing is a great way for large global brands to connect with their customers. From local competitions and events to region-specific products and offers, even the biggest international businesses can localise and focus their marketing to good effect.
For many large businesses, marketing activity is often best planned on a global scale and then optimised for a local audience later. This can mean, for example, arranging the same events all around the world, just with a distinctly local flavour, or offering big seasonal discounts across your business with the discounted items varying by location.
We’ve talked about localised marketing here on our blog in the past - tailoring your advertising, products, prices and branding to customers all around the world.
But in today’s online world, brands often struggle to see hw online marketing can be compatible with localisation. After all, local online marketing seems like a misnomer if content can be accessed by anyone, anywhere, right?