Nowadays, when a brand reaches a good position in the market, it leaves its fears aside and takes on
the challenge and, at the same time, the adventure of exploring new horizons.
This is because markets are much more connected than decades ago – largely thanks to the
development of technologies and digital transformation – facilitating trade across different countries.
However, adapting products to new markets or localizing them in them remains a
process that poses great challenges and difficulties, so not developing it following best practices
can lead to very negative results.
For this reason, in this content we will explain in detail what product localization is, its importance
for companies and many other things related to this topic.
Are you ready to learn? Then read on!
What is product localization?
This process is based on the adaptation usa telegram data or modification of products or services for
new markets, which directly relates it to marketing . In fact, this work fits within the traditional
concept of the marketing mix .
The fundamental element of this principle is the “P” of the product , since it establishes the way in
which the offer and marketing will be developed. Taking into account the globalized dynamics of
today, the product must be developed following the fundamentals of international marketing , which
allow it to be positioned in new markets.
Among other things , product localization is responsible for overcoming language
barriers that jeopardize the success of a product launch in another country. For this reason, one
of its main missions is to adapt all the elements related to the target culture , that is, the
place where it will be marketed.
This involves translations and also changes in functionalities and features of the product itself, as well
as the design of specific marketing strategies.
Importance of product localization
Having strategies, tasks and, in general, product measure success in email campaign management localization projects offers great benefits to companies.
The first of these is that it significantly reduces the risks and uncertainty involved in exploring a new
market, since this process goes hand in hand with research conducted by experts in Marketing and
linguistics.
At the same time, this translates into a series of specific advantages, including:
Naturalness
Thanks to product localization, brands dv leads do not enter a certain market in a
crude and forced manner . On the contrary, this process makes entry natural, since it shows that
the products were designed for that country or region from the beginning.
Acceptance
Launching new products or exploring different markets always represents a great challenge. The first
of these is to ensure that the proposal is accepted from the start, which facilitates the subsequent
tasks of commercialization, logistics and marketing.
To achieve this goal, it is important to carry out solid product localization work, which allows, as we
explained above, to naturally enter a market.
Greater knowledge of the market segment
You already know that research is one of the fundamental tasks within the concept of
product localization.
Thanks to this, this process helps to better understand the market segment being targeted. Even, by
working in an integrated manner with the Marketing sector, it contributes to the definition of
the buyer persona .
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Through this type of procedure, specific aspects of the groups that form part of the target culture are
investigated and identified, such as:
- way of speaking and common expressions or terms;
- consumer habits;
- problems and needs;
- paradigms and patterns of thinking.
This and the other benefits we have mentioned demonstrate the importance of having a specific product localization department, especially in multinational companies or those with internationalization plans.
Because of this, it is necessary to explain how this type of work team should be formed and what functions they perform. Keep reading!
How to set up a product localization department?
Although it can also be called a linguistics department, calling it “product localization” better reflects the breadth of its field of action and, above all, its relationship with marketing and the famous “P” of marketing.
Obviously, professionals in linguistics or translation are essential in these work teams , as are marketing specialists.
The former are directly responsible for all tasks related to language and linguistic adaptations, while the latter contribute with market knowledge regarding competitor positioning, prices, consumer habits and trends.
This means that the work of some can enhance the work of others. For example, linguistic research by translators can help to find or define popular terms or even keywords for SEO (search engine optimization) and content generation.
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In turn, this work team must maintain constant feedback with other departments that handle technical and general information about the products that will be placed in new markets.
How should product localization be executed?
Once this type of department is formed, they must follow certain parameters and procedures to successfully localize products.
One of them is to adapt all the elements related to the product. Leaving any “loose ends” is a serious mistake, which can cause a negative entry into a certain market.
In fact, sometimes it is necessary to adapt or modify the name of the product itself .
For example, when Chilean and other Latin American producers began marketing the Hass avocado in Europe, they were successful in several markets, but in Germany the results were clearly negative. This was due to the lack of localization of the name, which was very similar to the term ich hasse, which means hate in German.
Who would buy an avocado that refers to hate? Because of this, it was later marketed in that nation under the name “palta”, as it is also known in many Latin American countries.
Other elements that need to be linguistically adapted include documentation, brochures and advertising posters. Of course, it is important not to leave out packaging. Even visual elements need to be localised.
For example, it makes no sense to keep a Latino person as the image of an advertisement or commercial for the Asian market.
It is also necessary to adapt date formats, times, interfaces and any other element that “clashes” with the target culture.
Another very important aspect is the definition of style guides and glossaries to standardize all the brand’s messages and communications for the new market. In this way, an original tone of voice is created that is consistent with the target culture.
On the other hand, it is important that companies in general adopt product localization as a philosophy. Only in this way will they create products that are moldable or adaptable to new markets, which makes the internationalization process much simpler.
Common mistakes made when localizing products
To conclude this material, we will detail all those mistakes that must be avoided at all costs when it comes to product localization. Making them translates into increased costs, repetition of tasks, delays and operational instability, among other things, so pay attention!
If you think it would be a good idea to know what mistakes we are talking about, stay with us!
Do not hire a translator
In a way, translators are communication bridges from one culture to another , so it is a very bad idea to do without them in a product localization project.
It is essential to linguistically adapt all elements related to the product that will be marketed in a new market, and this goes far beyond the literal meaning. It is necessary to investigate idiomatic expressions, idioms, connotations and other aspects that determine, with certainty, how the target audience speaks and communicates.
By following this principle, translators achieve something very curious: they make the public think that the translated material or message was originally developed in their language.
Little or no research
Failure to research the target culture can lead to a very poor reception of the product , as in the case of Latin American Hass avocado producers in the German market. Good localization is based on in-depth knowledge of the market and its consumers.
Forgetting that use precedes the norm
To connect linguistically with the target culture, we must prioritize the way its members speak and not necessarily what is dictated by textbooks, dictionaries and different standards. It is important to find a balance between expressing yourself well, from an academic point of view, and making yourself understood in a natural way.
That’s it! If you’ve made it this far, you already know what mistakes should not be made during product localization and, instead, what are the best practices for developing this process.
Did you find this content interesting? If you want to continue learning about product management and marketing, don’t hesitate to download the following ebook: Complete Marketing Guide.
