The post-pandemic landscape has spurred countless North American and European brands to prioritise global expansion. Digital transformations have paved the way for refined online strategies, and with the Asia-Pacific (APAC) region poised to reclaim its growth leadership in late 2022, many brands are setting their sights eastwards.
The projected boom in the APAC market extends into 2024, presenting a lucrative opportunity. But how can brands effectively tap into this vibrant region? Should their strategy be one-size-fits-all, or customised for different audiences?
Let’s take a larger look at the globalisation vs. localisation debate. Instead of thinking “local OR global,” ambitious companies can do both. Think of it like adding spices to food: each one brings its own flavour, and together they create something even better.
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What Is Localisation?
Imagine your message trapped in a foreign country, unable to speak the language or understand the local customs. Localisation solves that problem. It’s the art of transforming your content to resonate with a specific community, taking into account their language, culture, and preferences.
Why is this crucial? Consider China’s rich tapestry of cultures. Nearly half of its population speak diverse languages with varying degrees of proficiency. Traditional text, designed for native speakers, may leave them out. By localising your materials, you bridge that gap, ensuring everybody receives your message loud and clear.
Here’s how it works:
Speak their Language: Translations are essential, but don't fall into the trap of literal conversions. Find translators who grasp cultural nuances and can deliver the true intent of your message.
Think beyond Words: Dates, currency, even punctuation carry different meanings across borders. Use formats familiar to your target audience, making their interaction seamless and intuitive.
Show, Don’t Just Tell: Visuals speak a universal language, but their impact varies culturally. Photos, colours, and layouts can either connect or confuse. Choose design elements that resonate with your specific audience.
Remember, localisation isn't just about translation or fancy visuals. It’s about respectfully adapting your message to reach new communities, ensuring they receive the full experience you intended. By investing in this process, you can unlock a wider audience, strengthen your brand, and cultivate meaningful connections, no matter the language or cultural background.
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What Is Globalisation?
Globalisation isn’t just expanding; it’s a paradigm shift. It’s about igniting a worldview, not tinkering with local tweaks. It’s the audacious question: Do you want to be a niche whisperer, or a globally recognized leader, solving problems for millions?
Forget cultural nuances for now. Globalisation seeks universality, your core value proposition resonating across diverse markets. Localisation tailors the message, but globalisation is the grand vision. It’s etched in your strategic plan, guiding the creation of products with worldwide appeal. You become the go-to solution, with communication adapting to local contexts.
Why go global? Profits, of course! Every entrepreneur dreams of dominating markets. But there’s more. The more you sell, the cheaper it gets to produce each item. Economies of scale fuel globalisation: spread development costs across millions, not thousands, and watch prices plummet and profits soar.
It’s a win-win for your bottom line.
Here’s how it works:
Speak a Universal Language: Just like localisation tailors language to specific groups, globalisation unlocks communication with multilingual audiences. Content effortlessly shifts between tongues, ensuring all feel welcome.
Design for Global Appreciation: Design isn’t one-size-fits-all. Consider varying reading patterns (left-to-right in the West, right-to-left in the East). Offer content in diverse formats, from digital to print, catering to each preference. Globalisation often involves dynamic code, adapting seamlessly to different formats.
Coherence is Key: Imagine a cohesive experience, regardless of location. Globalisation strives for consistency while adhering to global regulations like CCPA and GDPR, building trust and familiarity.
Think simplification. Cars may look different worldwide, but engines and platforms are often shared. Look at watches: endless variety, yet identical mechanisms. The whole process involves standardising and streamlining products and processes.
Globalisation isn’t mere translation; it’s the art of building bridges across cultures, ensuring your message resonates universally.
Credit: Campaign Asia
Localisation vs. Globalisation: What is the Difference?
While many think of global companies like Google or Netflix as offering the same experience everywhere, they also cater to local needs. This strategic blend of global vision and local adaptation is key to their success.
Globalisation opens doors worldwide for businesses, simplifying the sale of products and services across borders. But it's more than just shipping things out; it involves meticulous research. Businesses must delve into various markets, forge local partnerships, and navigate cultural nuances to ensure smooth integration.
Localisation takes things a step further, adapting products and services to seamlessly fit local customs and preferences. It's about understanding how people think and feel in different regions. By doing this effectively, businesses build stronger connections with their customers, fostering loyalty and trust.
Global Power, Local Touch: Balancing Strategies for Success
Whether your business is currently local or has international aspirations, remember this essential partnership: Globalisation opens doors, and localisation builds relationships. By mastering both, you unlock true global success.
Think of it like this:
Global vision sets the overall direction, defining core brand values and offerings. It's like having a clear picture of your destination.
Local adaptation tailors products and services to specific markets, considering language, cultural nuances, and preferences. It's like adjusting your route based on local roads and conditions.
Why both are essential:
Global-only: Ignoring local needs can limit your reach and effectiveness. Imagine offering only English chat apps in a Mandarin-speaking market.
Local-only: Designing separate products for each market leads to complexity and inefficiency. It's like having many unconnected paths, making it difficult to reach your destination efficiently.
The secret:
Think globally, act locally: Understand the common needs your company addresses around the world, then adapt your offerings to cater to specific preferences in each market.
In short, both strategies are powerful tools, but wielding them together unlocks true global success.
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Understanding the Nuances: Tailoring to APAC Consumers
The Asia-Pacific (APAC) region presents a diverse and dynamic landscape for brands seeking expansion. Grouping its consumers under a single persona would be a grave oversimplification. Each country possesses unique cultural expectations, demanding a tailored communication strategy.
Successful brands recognize the value of localisation, adapting campaigns to account for:
Cultural nuances: Beliefs, sensitivities, colloquialisms, and humour vary significantly across the region.
Local preferences: French and German audiences prioritise social media integration and local imagery, while Chinese and Japanese consumers emphasise website speed and local currency usage.
Cultural sensitivities: Inappropriate references can significantly damage brand perception, as highlighted by 48% of Japanese respondents.
Addressing these nuances requires meticulous attention to detail:
Native translation: Tools like Google Translate can be helpful for basic communication, but crucial cultural subtleties can be easily missed. Professional translation services are essential for website and marketing materials.
Currency specifics: Accepting payments in local currency demonstrates respect and builds trust, particularly for Chinese consumers, where 31% reported being less likely to purchase if the wrong currency is used.
While these steps can be managed internally, additional support exists:
Local partners: Collaborating with agencies or individuals with deep understanding of specific APAC markets can provide invaluable insights and cultural expertise.
Data analysis: Leveraging data from your target markets can reveal valuable preferences and behaviours, aiding in effective campaign tailoring.
By investing in localisation, brands can unlock the full potential of the APAC market, forging deeper connections with diverse audiences and fostering long-term brand loyalty.
For more such in-depth insights, follow Comms8 where we help your brand expand into foreign markets.
At Comms8, we specialise in helping businesses leverage the power of cross-border marketing in Asia. With our expertise, we can assist you in harnessing the influence of marketing strategies to boost your brand’s credibility and awareness. Contact us today to learn more about empowering your brand in the dynamic Asian market.