Today, every company wants their brand to reach global consumers for better revenue and success. The brand needs strong international shipping partners and an accessible website. But they also need to focus on combining global and local marketing strategies. This new approach from Glocalization is reshaping the world of e-commerce. The concept he is famous for Robert Robertson, a sociologist, makes his place in the marketing strategy of every company.
So let’s explore this new marketing approach and see how it helps in attracting and retaining customers.
Understand the concept of Glocalization in detail
Today’s digital-savvy consumers expect brands to offer personalized services. Brands cannot simply use the same marketing strategy on different sites and expect similar results. Their approach needs to express the essence of their brand even after following exclusive international domestic market trends. This is where Glocalization comes into play.
In simple words, Glocalization refers to the process of making your brand connect with local consumers globally by sticking to their local customs. Most importantly, focus on the different components that need changes to become suitable for local e-commerce cultures and trends. It will help you meet the expectations of consumers regardless of their physical location.
Glocalization strategy involves reframing every aspect of your brand building process. Here are some of the components that the brand may make changes to to serve the local consumer base:
- Brand Name
- Brands’ voice
- Marketing and advertising campaigns
- Products type and features
- Brand logo
- Social Media Strategies
A combination of global and local marketing strategies efficiently enhances your business. Accenture It states that 91% of digital buyers engage with brands that offer them services and related product suggestions.
How do Glocalization strategies help attract and retain more clients?
Fast and accessible customer service
Handling order placements and customer complaints is an essential task that every e-commerce company must deal with. You can outsource customer service to local employees across borders with your own Glocalization approach. Hence, your customers will have 24/7 assistance with the environment they prefer or are familiar with regardless of the country of origin of your brand.
Moreover, the use of innovative technologies can help in successful Glocalization marketing. For example, using a file Custom QR Code Generator It can help you to implement QR codes on product packaging or labels to redirect the user to your multilingual website. Include language-specific how-to guides or product instructional videos for the convenience of your customers.
Categories of customers
With this Glocalization strategy, you will be able to segment your diverse consumer base in each market. Consumers in any market respond best when a brand customizes its services and products to reflect local customs and dialects. Hence, companies can make a solid space in the priority list of the international consumer market. The better you serve them, the more consumers your brand will attract.
Global email marketing targeting
With the help of location-based analytics tools, you can take advantage of global email marketing as one of your Glocalization strategies. Doing a thorough market research can segment your demographics and customize your recipient email content from different countries. Moreover, this approach has been shown to enhance interest, participation and retention of the target consumer base.
Spend time and effort determining the hours your audience is likely to read your emails. Each site will have different peak hours, so adjust your email marketing campaign accordingly. Note that the most important core of email marketing is personalization. Make sure to use email content that different regional markets will appreciate. After all, a personal approach is an important aspect of Glocalization.
Glocalization with social media
Social media is a platform that can accelerate the success of your marketing efforts, and Glocalization is no exception. First, consider all the aspects that may affect the interaction of your local audience with your brand. For example, the local audience of one place may be more active on mobile devices than another. Hence, you can develop mobile and other screen-friendly versions of your website depending on the site you are serving. Moreover, when you serve your customers in different locations by utilizing the social media platforms they use the most. Hence, your brand becomes more visible to them.
Needless to say, this strategy can easily grab the attention of your local audience.
Popular brands that adopt glocalization approach
Mars / Dove
Mars Incorporated, a popular UK-based brand, has maintained a glocalization-inspired marketing campaign for its chocolate bars. The company supplies its products in both the United States and the United Kingdom. The company uses the trade name “Dove” for its customers in the United States. By doing so, the company perfectly aligns its products with the location-based marketing idea of female indulgence. Apart from this, renaming the company name to a different location also allows them to explore different formats and flavors. In fact, they do all kinds of experiments without changing the actual value of the original brand.
Swedish company IKEA is among the brands that know how to take advantage of Glocalizationmarketing. Since 1943 the company has been serving the industry. Nowadays, the brand has become familiar to consumers all over the world. It even has its legitimate stores in different countries, including Japan, India, East Asia, Croatia and a few other countries as well.
IKEA uses coagulation strategies to discover location-based selling features to serve its diverse customers. Customers get attractive quality, price range and durability of their products that match their preferences.
Glocalization helps IKEA consider the upper class preferences of its international audience.
Although they offer similar products for different locations, the room combinations vary greatly to match location-based habits. For example, Japanese IKEA stores sell Tatami mats that you won’t find in IKEA stores in other countries.
Effective combination of global and local marketing strategies can bring tremendous benefits to brands.
Connecting with the consumer on a deeper level is key to getting them to stay. In fact, they will come back to your brand every time they want to buy products from your niche. Now, you know the advantages and examples of successful Glocalization strategies. We hope that will encourage you to take this approach for your brand as well.