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The Role of Localisation in Marketing

Apr - 2023 | Written by Sean Verdi-Ashton

Localisation has become an essential aspect of marketing, especially with the advent of the internet and globalisation. Here at The Word Hub, we work within a core group of industries, which allows us to develop a cooperative strategy designed to benefit your business. As well as this, we translate for major international brands, working closely with marketing teams and creative agencies to tailor-make content specific to niche international markets.

What is Localisation?

Localisation is the process of adapting a product or service to meet the specific cultural and linguistic requirements of a particular location. It involves tailoring marketing materials, communication strategies, and branding to appeal to local audiences. In this blog post, we will explore the role of localisation in marketing and why it is important to all of us here at The Word Hub.

What are the benefits of Localisation?

  1. Improved Customer Experience

Localisation helps to create a more personalised customer experience. By adapting marketing materials and communication strategies more suited to local preferences, we are able to better connect with our target audience. For instance, by using local slang, idioms, and cultural references, your content is instantly more relatable to local consumers, which can lead to increased engagement, loyalty, and sales for your brand.

  1. Increased Credibility and Trust

Utilising localisation demonstrates a clear understanding of the local market and its needs by ensuring that your business content is specialised for that market. It is through this that businesses can build credibility and trust with local customers. Moreover, this can help to establish a strong brand reputation in the local market, which is crucial for long term success.

  1. Increased Market Penetration

One of the key benefits of localisation is that it can help a business penetrate new markets. By adapting products and services to meet the needs and preferences of local consumers, businesses can expand their customer base and gain a competitive advantage over rivals. Localisation can also help a business to overcome cultural barriers and increase brand awareness in new markets.

  1. A Competitive Advantage

Localisation equates to a competitive advantage over businesses that do not take the time to adapt their products and marketing materials to the local market. By offering products and services that are tailor made specifically for the local market, businesses can differentiate themselves and attract customers who might have otherwise chosen a competitor.

  1. Cost Savings

Localisation can also help businesses save money by reducing the cost of marketing and communication. By adapting existing marketing materials to local languages and cultures, businesses can avoid the need to create new content from scratch. This can help businesses reduce the time and cost associated with producing brand “new” marketing materials, which can free up resources to focus on other business activities.

  1. Improved SEO (Search Engine Optimisation)

Localisation can also have a positive impact on a business’ search engine optimisation (SEO) strategy. By adapting website content to local languages and cultures, we can improve their visibility in local search results. This can help your business to attract more traffic to their website and thus generate more sales.

What are the challenges of Localisation?

Whilst localisation can offer a myriad of benefits, it also presents some challenges. One of the biggest challenges is maintaining brand consistency across different locations. Businesses need to ensure that their brand values, messaging, and visual identity remain consistent across different languages and cultures.

Another challenge is finding the right balancing act balance between standardisation and customisation. Whilst it is important to adapt products and services to meet local requirements, businesses also need to maintain some degree of “standardisation” or brand image to ensure consistency and efficiency.


Localisation has become an essential facet of marketing, especially in today’s globalised world. By adapting marketing materials and communication strategies to local languages and cultures, we are able to create a more personalised customer experience, penetrate new markets, increase credibility, save money, and improve SEO. Furthermore, localisation provides a competitive edge over the competition, allowing businesses to specialise to the local market. While localisation presents some challenges for the client, at The Word Hub we can successfully navigate these challenges to reap significant benefits for our clients.

Should you have any questions about marketing translation or localisation, take a look at our marketing translations webpage. Alternatively, don’t hesitate to contact us and we’ll be happy to help.


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