Marketing Localization Challenges

In order to be affective, marketing localization needs to be done. It can be a challenge and trick to correctly localize content and media to a target audience. There are several issues that can make marketing overwhelming.

Here are some of the main challenges faced by companies who want to take their products and services to a global audience.

· Communication is more than just literal translation: Effective communication involves a lot more than just the literal translation of materials into the target language. In fact, marketing localization takes into account the contextual and visual nuances of the target audience to make content feel relevant and familiar.

· Process is manual: You can’t count on machine translations to get your content localized. Localization must include people who are native speakers familiar with the target audience. Once the material has been localized, it’s then necessary to test the content with target users.

· Slow time to market: The localization process can be slow when you take into account the need to build the product/services, customize them to the local market, have target users test the products and services, etc. The time from creation to market takes time, effort and resources.

Examples of Poorly Localized Content


As you can see, marketing localization can be a challenge; however, working with a professional translation company that provides localization services can help. A translation agency can make the time to market faster with their network of professional translators and testers. Not only that, they can make this a cost-effective process compared to your company trying to do this process in-house.

A professional translation agency has the experience and capacity to make your marketing materials comfortable and acceptable to the target audience. You’ll see increased sales and higher levels of customer satisfaction.

Tags: Marketing localization

Ahmed Gazzar

Business Development Manager

Ahmed is known for his in depth understanding of business technology interface for the field of translation and localization services. He works to ensure that clients’ needs align with the services being provided. With a Licentiate Law degree from Cairo University, he has been instrumental in establishing Lexicon’s business strategies and growth.