Marketers tasked with engaging global audiences face a daunting obstacle—that is, how to translate not just the language of their campaign, but the actual message behind it. We recently had the chance to sit down with Jeremiah Andrick, Head of Global e-Commerce at Logitech, and ask him how marketing internationally influences his strategy.
“We really do think a lot about localization and how we can improve that process. Localization is not just a process of translating. It really is about how people use the terms, the way they discuss your products. It would be very easy for me to take English content and translate it to Japanese or to translate it to French, but that translation process alone does not tell you how people are thinking about those products in those regions.”
Localization is not just a process of translating.
Of course, it isn’t enough to simply create approximations of your English language campaigns. It’s not the campaigns themselves that need to be synonymous, but the consumer needs that those campaigns are addressing.
“When we produce content–when we launch a product, or create a new category of products that we want to establish, and even when we’re looking at the redevelopment of the brand–everything we do has to work globally.”
When in Rome… Study the Way the Romans Discuss Your Products
“When you’re an English speaking [global] company, sometimes the challenge is you tend to hyperfocus on how something might work in one place and not think about how that scales.”
“How do you connect with the consumer who is at the beginning of the shopper journey and hasn’t really considered your brand or even knows that there is a solution to this problem that they’re having? That’s a tricky challenge.”
How do you connect with the consumer who is at the beginning of the shopper journey and hasn’t really considered your brand or even knows that there is a solution to this problem that they’re having?
Don’t Just Comprehend. Understand.
“One of the things that we really look at, whether it be from technical specs or the advertising side, is how can we take a concept and have that implemented as efficiently and effectively as possible in other regions. Some of that’s also discovering how people look for your products. Being able to do research on how consumers are looking for things, being able to find that information, is for us about a longer term life cycle that we need to be successful and produce in content.”
“Organic web presence means a lot in terms of trust. And as a brand that can be trusted, we want to produce content that’s meaningful for our consumers.”
…We want to produce content that’s meaningful for our consumers.
This is bigger than making sure your freshest, cleverest campaign goes over equally well the world over. The best thing about digital marketing is it allows you to reach your consumers where they are: locally, personally, and in their own vernacular. Being able to speak to their particular questions, in the context of their circumstances, is the way to become genuinely useful. It’s the way to become trusted.