The trend is clear: Consumers seek and prefer brands that reflect their personal values. As a result, leading brands have to adapt their digital marketing strategies to make local beliefs, preferences, and regulations a priority – especially because more than half of online adults agree that they are willing to try new local brands.
How can you ensure that your brand is resonating with your customers’ values? By getting ahead of the disruption and evolving your digital experience program with multilocal execution.
This webinar led by Sonja Keerl, Global Head of Product Marketing at Contentstack; Ryan Soos, Customer Success Team Lead at Smartling; and Eli Finkelshteyn, CEO & Founder at Constructor, covers:
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In localization programs, many of us focus on streamlining processes, product rollout, content marketing on a global level, and so on and miss the nuances big and small when we talk to our local audiences.
Today, being local matters to your audience more than it did before. The pandemic has rekindled a trend in consumers to want to shop local. 54% of the US adults online say they would prefer to buy products made in the US after the pandemic. 42% agree that they would rather shop at small local stores than big national chains. Consumer habits have changed, and that is how they want to be approached by brands today.
These stats could be frustrating if you’ve been working hard for years to build a global brand. After all, it is not realistic for all of us to be that local brand. But what we can do is to understand and behave in local ways. And there exists an opportunity: 71% of Italian online adults agree that companies should focus on improving local communities, and 53% of UK and US adults online agreed that they are always willing to try new brands.
“Monolithic digital commerce applications cannot support the agility and flexibility needed to support fast-moving digital business. Organizations will need to move toward composable commerce to keep up with the pace of change in customer demand.” - Gartner Research
In order to hyper-localize or approach with a more multi-local strategy, consider:
When working with an LSP, transparent communication is key. They will likely not get the translation perfectly right the first time, but the idea is to have an open feedback loop throughout the translation process. That way, you can make revisions throughout the translation process and optimize results.
To learn more about Smartling's Contentstack integration, please click here.