It has become important for businesses to be equipped with tools that help them traverse global landscapes. RADHAKRISHNAN MANI shares reasons why localisation will become important next year

It will soon be 2022! We are heavily into the era of globalisation and digitalisation, which is akin to living in a global village. The pandemic has already forced businesses to rely on remote working and the ripple effects can be felt on consumer markets as well. Buyers are no longer restricted by geography. People desire, expect, and need access to a variety of information and products, preferably in their native language. It has become increasingly important for businesses to be equipped with tools that help them traverse these global landscapes while providing tailored local experiences to their worldwide buyers.

Localisation is not translation

If you think localisation is just a fancy word for translation, you couldn’t be more wrong! Localisation doesn’t mean translating just your content into local languages. It means adapting to the local region in every aspect. Your content, services, products all should be adapted to the local markets. Translation changes text from one language to another while preserving the meaning. Localisation, on the other hand, adapts everything from content, images, and formatting to design and even payment methods.

Localisation makes sure your business is accommodated to cultural, linguistic, political, and legal differences.

Importance

Communication is crucial if you plan on staying connected to your audience. And effective communication is the key to building a strong rapport. If you plan on taking your business to a global level, localization becomes even more important from the context of effective communication. Here are a few reasons why localisation would become even more important in 2022:

Rapid Global Growth

Entering a new market is not a walk in the park. It is not as easy as launching a Facebook ad targeting a specific location. If you are entering a market culturally distant from your home country, you’ll have to overcome several barriers. These include the socio-cultural environment, political barriers, and technological preferences. Localisation helps you overcome all of these barriers rather rapidly. In short, you’ll experience rapid global growth by localising incrementally. It saves you from committing cultural faux passes that could be detrimental to your brand image. And also helps you avoid translation blunders. In fact, a good localisation strategy will help your company get traction faster and better.

Your Business Will Have a Competitive Edge

When you enter a new market, you are also signing up for competition with the businesses already present there. And it is never easy going up against brands that are native to the local market. People are much more likely to trust a local business than an outside player. Guess what would level the playing field for you? Localisation!

That was about competing with the local businesses. You’ll also have a competitive edge over global businesses that aren’t localising their products and services. You get to establish a firm hold in the market.

Better Sales

Suppose you are on a road trip in a foreign country. Your car has stopped suddenly, and you need to see a mechanic. Which professional would you rather see - a mechanic with lower prices but you cannot communicate properly with them? Or, a mechanic who charges a bit higher but you can communicate with them easily? You are most likely to go with the second option because easy communication irons out so many challenges. It is convenient!

In fact, research has found that 57 per cent of buyers find the ability to get information in a language they easily understand is more important than the price tag. Being able to communicate with your potential buyers promotes trust and loyalty. As a result, they will be more comfortable purchasing from you.

Increased Brand Relevance

It seems like a broken record to say that the pandemic has forced several businesses to go online. But that’s the truth. Even businesses that were earlier relying on a brick-and-mortar model have gone online. It is becoming increasingly difficult to stand your own ground in this sea of online businesses. Brand relevance is the one factor that would keep you afloat comfortably.

Brand relevance is even more important to stand steady amidst trends changing at an unimaginable speed. The process of localization makes your brand more relevant to the audience. You’ll be able to better understand your local customer’s needs and values, thereby creating products and services that meet those needs. As a result, you’ll be able to develop the deepest levels of connection with your buyers and prospects.

Reduced Risk

Localisation is like a safety net that mitigates risks like cultural misunderstandings and mistaking consumer needs. By mitigating these risks, localisation helps ensure your business runs smoothly. For instance, localisation helps you understand sensitivities. Certain expressions and even colors can have negative connotations in a particular region. With the help of localisation, you can steer clear of them.

In short, localization is a powerful tool you should be leveraging in 2022 to drive sales for your business. This is the decade for localisation!