Today, 50 percent of customers who initiate a mobile search will visit a store within 24 hours. Google even displays three-pack local search results for 93 percent of their queries. With these numbers in mind, companies that want to succeed online today need to localize their content.
To learn more about why content localization is so critical to today’s digital world, let’s take a look at 10 companies consistently creating new opportunities by localizing their content.
Known around the globe as “The Everything Store,” Amazon is one company that does want to be everything to everyone. As such, localization is critical. Fortunately, the company is nailing it.
According to SimulTrans, Amazon boasts massive shares of internet users worldwide: 78 percent in Germany, 77 percent in India, 73 percent in the UK and 70 percent in the U.S. You can’t get that kind of dominance without localizing content and customer service, and Amazon has clearly done it well.
Burberry has reigned for years as one of the top fashion brands in China. Through compelling content, various social and digital channels, and perfectly optimized websites, Burberry has managed to expand its niche presence into one that dominates the globe.
Coach, another luxury brand, has used social platforms like WeChat to localize its presence and infiltrate the luxury goods market around the world.
Netflix has enjoyed consistent international subscriber growth over the last several years, all thanks to carefully localized and targeted content. The platform has climbed from a mere six million subscribers in 2006 to more than 94 million today, and it shows no signs of slowing down!
Didn’t think a candy company would make it to the top of this list? Think again. KitKat has expanded its localization efforts to Japanese audiences in recent years by offering savory flavors and modifying their marketing according to local preferences.
Apple is one company that virtually always appears when someone talks about great marketing strategy. Known for its sleek advertising, Apple is also an expert at localization. By expanding their marketing and branding to cater to different cultures and preferences, Apple has become a dominant global brand.
While KFC has its headquarters in Louisville, Kentucky, it’s become a global brand (expanding into the Chinese market back in 1987) thanks to a particular focus on localization and by catering to the tastes of different cultures.
Nintendo was once a fixture in most homes for a good reason. While Nintendo put out plenty of risque games for U.S. audiences, it utilized cultural consulting to localize its content to be more modest for markets like Japan, which didn’t have the taste for nudity and profanity that American audiences did.
Samsung is a Korean company that’s managed to expand successfully throughout Europe and North America, all thanks to precise localization and targeted campaigns for their various markets.
The Case for Localization
Today, localization is a critical focus for any company that wants to enjoy a global or national presence. As evidenced by these 10 top brands, companies improved ROI by localization of content in order to allow their brand to truly make a global presence.