Localize Content with Cultural Sensitivity
Tailoring a global marketing campaign to a local market is always tricky, but it’s always worth it to localize the content rather than run the same materials with no regard for local differences. Start by getting in touch with local team members or connections to make sure you aren’t in danger of running afoul of any local customs or traditions. You may need to update the imagery to be more representative of the people in the area, as well as the language itself. When I’ve worked on global campaigns, we usually tried to translate the copy into the local language where appropriate, especially if we were really trying to relate to a particular market on their own terms. Then consider your channel strategy. You probably aren’t going to reach your target audience in China by posting on Facebook or YouTube. Don’t forget, as you move through the process, that you are localizing but still keeping the targets and the goals of the global campaign in mind. It can be a tricky balance, but it will almost certainly increase your engagement.
Check out the full article at CMO Times