“Think global. Act local”. This is a directive which we’ve probably all heard off. Unfortunately, most companies find it extremely difficult to apply it to their strategy. Part of the success as a global company relies on communicating across cultures with a customer experience that’s delivered anytime, anywhere….and preferably in the right language. To become truly fluent in “your customer’s language”, you will need to understand your customers and adapt your localization strategies to the personal demographics of your target markets. Recent survey found that given the choice between similar products, 75% of respondents said they would choose the one with information delivered in their own language. In addition, more than half of those polled (55%) said they prefer to only buy from websites in their native languages. For consumers with limited English, that stat jumped to more than 80% (Can’t read, Won’t Buy, Common Sense Advisory, 2014). As research shows, people are much more likely to buy when content is in their native language.
Fully embracing and understand all the cultures won’t be easy, but it is likely to pay-off. A localization strategy has the potential to become a tremendously valuable differentiator in the marketplace. You need to be wherever your customers are, speaking to them in their own languages with culturally relevant messages and content across all relevant channels and devices. As the late Nelson Mandela once said, “If you talk to a man in a language he understands, that goes to his head. If you talk to him in his language, it goes to his heart”.
The European Union consists of 28 member states, which includes 24 official languages. Although the critics of the multilingual system are arguing that the EU should have one natural language, logically that would be English, reality shows that EU citizens want to keep their diversity and are not planning to give up their native language. This makes an entry into the European Market quite difficult for companies.
Usually, this is the point where EuroDev comes in. By setting up a local presence in Europe and support it with a multilingual team (11 languages) under your company name, one has the begin of its localization strategy. By offering office and warehousing services and using sales and marketing expertise, Eurodev can help you with your business expansion.
Would you also be interested in developing together a localization strategy? Are you interested to discover the market in an efficient and reliable way? Please take a look at our introductory program or simply contact Edward Nijland.