Why localization is an important business strategy?

Localization strategy always works for the businesses who want to engage the audience in a particular geographic location. A handful of companies are steadily taking the benefit of it and are charting towards building strategies in a regional language. They are trying to offer meaningful offerings to the user and are an indispensable part of the hinterland.

Why they are beneficial?

The localization strategies help the business to develop and promote the products locally in a way that the users want. This strategy works for the business who wishes to capture the local audience. In this strategy, the target market is kept small and various points are identified to capture the audience attention. For example, if you have developed the product that is meant for a small village in Haryana, you need to formulate strategy in a regional language and offer them services according.

The challenge is to hire qualified local language support personnel that can join your team. Some companies have developed mobile apps that has in-built voice- assisted layer that helps them to speak their language but others are yet to join the bandwagon.

The business should develop technology that allows the customer to ask questions in their own language and receive answers for that; its functionality has to be extended. For example, if the farmer has to find the fertilizer for its land the information should be given in that way.

Here, the content is immaterial- what is important is how the audience processes your information. Through the adoption of localization strategy, the business will be able to capture the substantial data that will further help to understand the needs and demands of the customer. It will help the business to interact with the brand and give the opinion. The audience will be able to contribute more that way.

There are various big companies that are leveraging the benefits of this technology. With help of this strategy, the business can better understand the customer and thus make decisions in an effective way. The translation of content also help the business to better understand what the consumers demand and what products they consume and how to encourage them to use your products/services. There is a clutch of home-grown companies that are using this digital marketing strategy to provide customer satisfaction.

In-depth discussion is another benefit that the businesses drive from localization strategy. So, if you have created a product for localized users it is important to promote it in a strong sense. The meaningful and useful conversation on how to use the product is a worthwhile exercise to go for. Ensure that you combine the strategy with the right technology to get the most out of it. We all know whole of India is not going to learn English, it is going to take several decades, till then it is a window of opportunity for the brand.

Ganesh is digital marketing expert with 4 years of experience that shares different digital media strategy and his research work.