Article updated February 2024
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
There are a variety of elements that make up a strong localisation strategy, and these include:
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.
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.
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.