Media agency Locaria knows that honing a marketing strategy for international audiences requires a lot more than simple translation skills – and their tech-driven approach is helping global businesses thrive.
The explosion of international e-commerce has driven the need for top-quality multilingual content across digital platforms. One thing that is often missed, though, is the need to tailor this content to every audience around the world – and that doesn’t just mean translating it word-for-word.
For British businesses looking to expand their brand overseas, a fully localised customer experience, from initial search to order payment, should be an essential part of their media planning strategy. Luckily, new advances in technology – including artificial intelligence and analytics – are helping business find new ways to do this.
“A fully localised customer experience, from initial search to order payment, should be an essential part of the media planning strategy.”
Chief executive officer Hannes Ben founded Locaria eight years ago, in response to the growing demands for multilingual digital content. The global agency has since grown to become the only language service provider certified with the world’s major search engines, allowing them access to their data.
“The rapid expansion of paid social and paid search provided brands with new opportunities to test markets and reach new audiences, creating a huge demand for content for digital marketing channels,” he says.
“But there are many elements of marketing content creation that these businesses needed to understand; there are different formats, platform regulations, different tones of voice, and you have to understand your audience and what resonates with them.”
A data-driven approach
In other words, localising content is crucial for brands to thrive in an increasingly globalised marketplace. It is no longer enough to create one-size-fits-all content, translate it and put it out. Performance data and analytics underpin digital content creation, but so too does the human understanding of language and audiences.
Locaria’s approach to creating content relies on what they call ‘performance linguistics’. This takes an organisation’s business objectives and performance KPIs into account, to measure the success of that content and continually improve returns on investment.
Lindsay Hong, Locaria’s chief operating officer, explains: “Multilingual content is not just a piece of the production supply chain and a necessary cost. When considering how to engage with international consumers, you need to consider accessibility, authenticity and relevance. Are you putting your content in the right place, at the right time, in a format that the consumer understands and in the language that resonates with them?
“Locaria’s approach to creating content relies on what they call ‘performance linguistics’.”
“Performance linguistics is a value-driving element and if you get it right, you can really drive performance for a brand. And we can prove that with data.”
In the future, Mr Ben says all marketing teams will need to combine advanced analytics, technology and linguistic expertise. “More importantly, they have to understand the need for a new type of resource within their team,” he explains.
“A resource that can tie data science, technology, linguistics and analysis together to produce the type of content will perform – and resonate – in marketing.”
For more information, visit locaria.com