What comes to mind when we talk about "Location"We immediately think of the location or geographic/spatial positioning of something or someone! And that's not wrong! However, from a marketing perspective, the term can take on a different meaning: a cultural/geographical customization or update Made and adopted by a global company! Yes! That's Location for Marketing! Understand more about the subject and the importance of considering location specifics in your strategies.
Examples
Before defining the concept, it is worth illustrating some clear examples of the application of this cultural adaptation undertaken by global brands and companies. For example, the McDonald's, a global fast food leader with an established brand and consolidated visual identity, saw an opportunity. opportunity for customization focused on location, by changing the name (and signs) of some of its stores in Brazil to "Méqui" – a loving nickname that Brazilians gave to the restaurant.
The strategy would make no sense if applied anywhere else in the world. It was a positioning strictly focused on location..
McDonald's (and other fast food chains) even go further and They customize products., offering exclusive versions for one country or another. A Italy serves a version of its sandwich filled with Nutellathe Japan it has Matcha McFlurry; already the Canada offers a version of its famous dish (Poutine) – a mix of french fries, cheeses and sauce.
Another clear example of Location-based customization refers to changing the brand name in a specific countrywhether for legal reasons (the existence of established and registered competitors with the same name) or for cultural reasons (such as ease of reading and pronunciation). The yogurt brand Danone is known for Dannon in the USA, in an effort to make pronunciation easier in the English language.
THE Burger King, a global fast food chain, is only known in Australia as Hungry Jack'sThat's because when the brand arrived in the country, there was already a competitor with the same name.
Node Brazil, the international brand of See sneakers It is almost unknown. That's because when it arrived on the Brazilian market, needed to change the name for legal reasons, and turned Vert (green, in French). Only now, more recently, has the brand managed to register the original name and is implementing a rebranding to consolidate it.
Location – concept
Having said all that, it is now necessary to define the term. This is a complex task, given that its broad meaning is used in a variety of situations.
But it is known that this The definition of "Localization" emerged especially in the field of Software Development.which considered not just a single language or locale when planning the code architecture, so that it could be internationalized and "adapted" to different scenarios.
This practice, over time and with the intensification of globalization and internationalization, was consolidated not only in software development, but in all strategies and positioning involving products or services. Thus, the idea of... was born. Location as "Cultural adaptation," therefore involving verbal and visual identity, dissemination and communication, and strategic positioning.
Localization versus Translation
Important Differentiate between localization and translation., although this dichotomy is not completely clear and/or transparent. In conceptual terms, the Translation refers to a literal process of conversion.while the Location takes cultural aspects into consideration..
However, such a difference is difficult to observe; after all, (good) translation also needs to consider cultural aspects and be concerned with the content to be received.
Perhaps a slight difference from Location should be considered as it involves strategy. – to customize and adapt something in a product, service, or brand, considering cultural and geographical details that may influence your business.
Location and Service
What if the Location strategies take into account cultural and geographical nuances.nothing more natural than to employ such tactics in Customer ServiceThis is much easier when you have an automated system (Chatbots and Voicebots) that can consistently reproduce a flow of conversations.
Once you have these resources, It is possible to personalize communication by exploring local vocabulary and slang. (making sense for your business). More than that, Strategic information from a specific location helps in building the flow. Regarding customer service and its structure – consider, for example, making more agents available for a specific demand that is most requested in region X; or actively prospecting a specific region Y with a product or service that is available!
All of this involves a location strategy. combined with cutting-edge automation and a data-driven strategic decision-making process – tools present in some digital communication platforms on the market, including the Matrix ONE!
Learn more about the Matrix Go! platforms. Talk to our team: 0800 604 5555
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