Localisation Strategy: Advantages & Disadvantages (Updated for 2025)

Article updated February 2024

A localisation strategy brings many advantages and disadvantages for business growth in 2025 and beyond. Localisation is a tactical marketing approach that a business takes to differentiate between certain customer behaviours, purchasing habits and overall cultural differences in each country they operate. 

The biggest advantage of this strategy is by taking a culturally relevant approach to a local market; your brand can resonate more deeply with the local audience, creating a stronger, lasting impression.

Before we explore the advantages and disadvantages of using a localisation strategy for business growth, let's take a closer look at what a localisation strategy is.

What is a localisation strategy?

A localisation strategy involves adapting a brand’s content, products, and marketing to a specific region’s language, culture, and consumer preferences. Unlike a one-size-fits-all globalisation approach, localisation tailors messaging and offerings to connect more genuinely with target audiences in each unique market. 

Understanding the advantages and disadvantages of a localisation strategy is critical for effective use of the approach. Localisation focuses on cultural nuance, language, and market-specific needs, creating a personalised experience that builds trust and loyalty. By contrast, globalisation prioritises a universal brand message, aiming to maintain a consistent identity across markets.

The advantages of a localisation marketing strategy in 2025

Now that we have broadly touched upon what it is, let’s dive into all the reasons why this strategy can benefit your brand as it looks to expand and grow beyond your own borders. Below, we explore the benefits of a localisation strategy based on the latest marketing trends for 2025.

1. Relevance increases trust

Language can be a huge barrier between your brand and its audience. If you fail to run marketing campaigns in your customers' mother tongue, you risk alienating them from your brand. However, powerful marketing campaigns go beyond language, incorporating cultural norms and relevant topics to resonate with each target audience. The best brands are using AI to launch localised campaigns, and this transformative tech innovation is simplifying the entire process.

2. AI has democratised personalisation

HubSpot recently conducted a study in which 85% of business leaders stated that they believe AI will transform the experience customers get from their businesses. AI democratises the ability to provide personalised content to customers as opposed to a one-size-fits-all campaign. Previous studies have shown that this approach yields better conversion rates and a more positive overall custom experience.

To accomplish this, you can invest in a content distribution platform that allows your marketing team to instantly access campaign templates for each location. AI and digitisation play a crucial role in a localisation strategy as it makes the process simpler, more effective, and more efficient. 

3. Expand into new markets

Localisation facilitates business expansion by helping brands enter new markets with a strategy tailored to each audience. By addressing local language and cultural nuances, brands can launch in multiple regions seamlessly and with greater initial traction. One of the key advantages of the localisation strategy is its ability to position your brand as more accessible and familiar, which helps you expand your business reach confidently.

4. Easier interaction with your brand 

Localisation simplifies the customer journey by making it easier for audiences to interact with your brand. Whether it’s through language-optimised websites, localised customer service options, or culturally relevant marketing messages, localisation helps customers feel comfortable and valued. This reduces friction and enhances accessibility for diverse audiences.

5. Driving better online search results 

Localising SEO and other digital marketing efforts can improve your search engine rankings in specific regions, making your brand more discoverable. Localised keywords, language, and cultural references improve your visibility and drive organic traffic from local search engines or platforms where users search for relevant terms in their native language.

Disadvantages of a localisation strategy and how to overcome them

There are always risks involved with any strategy worth its salt, and localisation is not without its share of potential disadvantages. However, with modern technology, strategy, and the right partners, these can be overcome on the road to success.

1. High costs of implementation

Adapting content, products, and marketing materials for multiple regions requires significant investment in terms of time, money, and resources. However, these costs have been slashed by the emergence of AI tools.

2. Risk of losing global brand identity

Over-localising can dilute the core identity of a global brand. Striking the right balance between adapting to local markets and maintaining a unified brand image is crucial but can be difficult to achieve. 

3. Difficulty in measuring ROI

• Tracking the return on investment for localisation efforts can be complex, especially when dealing with multiple markets and varying metrics. 
• Success in one region doesn’t always translate to others. Partner with an experienced global agency that is experienced in tracking these types of multi-pronged campaigns.

4. Cultural missteps and backlash

Misinterpretations of cultural nuances can lead to campaigns that offend or alienate local audiences. These mistakes can damage a brand’s reputation and take significant effort to repair. Expert consultation is essential to avoid these costly mistakes.

Worried about budgeting for localisation? Use our Performance Calculator to estimate costs and streamline your strategy.

Mistakes matter

Localisation marketing cannot be done half-heartedly. If you make a mistake, be it on the basis of culture or language, it can have a negative impact on your brand. In an ideal world, every business would be able to produce content that is relevant to audiences in each region. However, this can be a challenge. 

In a world where consumers increasingly expect personalised experiences, localisation marketing allows brands to demonstrate an understanding and respect for cultural identities, which can drive loyalty and brand affinity in ways a standardised approach cannot.

Examples of a localisation strategy in 2025

There are a variety of elements that make up a strong localisation strategy, and these include:

1. Web marketing:

• Some audiences may prefer mobile browsing while others prefer desktop, and this could impact your web design and development strategy. Domain structure consistency is essential to maintain a strong global brand presence.
• High-quality content marketing is vital, and AI-enhanced local SEO and content translation fills the potential engagement gap between a business and its audience. Over 50% of marketers are already using AI as part of their daily work to address similar challenges.

2. Purchasing preferences:

• Purchasing behaviour varies in each country and should be based on local buying preferences, payment options and, of course, currency.
• Some countries prefer to use credit cards as a payment method, while others prefer different payment gateways.

3. Be part of the community:

• Stay abreast of current events and assist communities in times of need.
• Seek out days of importance and put these in your social media strategy.
• Help the community in a way that is genuine.

4. Localised apps for mobile audiences:

• Of course, translated content for your website is a big focus of a localisation strategy, but you need to focus on creating unique content for mobile devices and apps, too.
• Creating localised apps can be a plus as they offer a unique opportunity for business growth. In fact, app development is especially important in markets where mobile growth is on the rise - such as Africa and the Middle East.

5. Social media

• Make sure to keep up with social networking trends in individual markets.
• Social channels such as Facebook and Twitter may be popular on a global scale, but local networks and usage trends should be used where appropriate. 
• An example of this is in Saudi Arabia, where, alongside more renowned social networking sites, the popularity of IMO chat should be considered. If a business wants to succeed in the Saudi Market, it will need to build a presence on this network. 
• Essentially, find out where your target audience in the country is mostly located online - and develop a social presence where they are.

6. Technical components:

• We have mentioned content translation, but localisation is more complex than simple translation. There are technical and nuanced components in language that need to be considered when putting together localised website and social media content.
• Other aspects of your digital marketing that need to be considered include website layout, design and even font size.  AI can assist in automating these adjustments, making the localisation process more efficient. 
• All the information and content you present on your social media channels and website needs to be presented in a way that feels natural and familiar to the specific market. 

The above are just a few parts of a localisation strategy for business growth. In 2025, having a specific brand identity is no longer enough. You need to speak to your audience like you know them and can relate to them - no matter where they are in the world.

Why you need localisation marketing in 2025

In 2025, simply having a distinct brand identity is no longer enough; businesses must reach audiences in the spaces where they naturally search and connect. These spaces vary from market to market in preference, so figuring out where your audience is makes the best starting point. Are they prominent on TikTok, or is there a popular local alternative?

For example, while global platforms like Facebook, Instagram, and TikTok remain popular, certain regions have dominant networks of their own. In Saudi Arabia, IMO chat is a key platform alongside global channels. By building a presence on these local networks, brands can connect more authentically, ensuring they’re visible on the channels people trust and use daily.

The wrap-up: localisation marketing is a must in 2025 and beyond

In today's hyper-personalised consumer world, the advantages of creating a localised marketing strategy far outweigh the disadvantages. But, without the right technology and the right team, your local strategy can quickly go off-brand, which can result in severe consequences. You need to invest in AI and other digital transformation tools and ensure you have a strong team in place to launch well-coordinated campaigns. 

If you are looking to localise your business strategy in 2025, contact NEXA today. Our team of experts will ensure that your localised campaigns are designed and optimised for business growth. With this approach, you can be sure that your campaigns will be relevant, build trust and improve your bottom line - all while remaining in line with your brand identity.