Today, every business wants its brand to reach global consumers for better revenues and success. A brand does need robust international shipping partners and a more accessible website. But, they also need to focus on combining their global and local marketing strategies. This new approach of Glocalization is reshaping the world of e-commerce. The concept made famous by Robert Robertson, a sociologist, is making its space in every business’s marketing strategy.
So let us explore this new marketing approach and see how it helps attract and retain customers.
Understanding the concept of Glocalization in detail
Today’s digital-savvy consumers expect brands to offer personalized services. Brands can not simply use the same marketing strategy at different locations and expect to receive similar outcomes. Their approach needs to express their brand’s essence even after following exclusive international local market trends. This is where Glocalization comes into play.
In simple words, Glocalization refers to the process of making your brand connect with your global-local consumers by adhering to their local customs. Most importantly, focus on different components that need changes to become suitable for local e-commerce cultures and trends. It will help you to meet the consumers’ expectations regardless of their actual location.
Glocalization strategy involves reworking each and every aspect of your brand-building procedure. Below are given a few components that a brand might make changes on to serve their local consumer base:
- Name of the brand
- Brands voice
- Marketing and advertising campaigns
- Type of products and their features
- Logo of the brand
- Social media strategies
The combination of global and local marketing strategies efficiently boosts your business. Accenture states, 91% of digital buyers engage with the brands that offer them relevant services and product suggestions.
How Glocalization strategies are helping to attract and retain more customers?
Fast and accessible customer service
Handling order placements and customers’ complaints is a fundamental task that every e-commerce business has to deal with. You can outsource customer service to local cross-border staff with your Glocalization approach. Hence, your customers will get 24/7 assistance with the environment they prefer or are familiar with regardless of your brand’s origin country.
Furthermore, the use of innovative technologies can help in successful Glocalization marketing. For example, the use of a custom QR Code Generator can help you implement QR Codes on product packaging or labels to redirect the user to your multilingual website. Include language-specific how-to guides or video tutorials regarding the product for your customers’ convenience.
Customer segmentation
With this Glocalization strategy, you will be able to segment your varied consumer base in every market. Consumers in any market respond best when a brand customizes its services and products, reflecting local customs and dialects. Hence, businesses can make their solid space in the priority list of the international consumer market. The better you serve them, the more consumers your brand attracts.
Targeted global email marketing
With the help of location-based analytic tools, you can leverage global email marketing as one of your Glocalization strategies. Performing thorough market research can segment your demographics and customize the email content for your recipient from different countries. Moreover, this approach is proven to boost the interest, engagement and retention of a targeted consumer base.
Spend time and effort identifying the most likely hours when your audience might read your emails. Every location will have different peak hours, so adjust your email marketing campaign accordingly. Note that the most important essence of email marketing is personalization. Consider using Findymail to collect and verify target audience email addresses, reaching the right people in different regions for effective email marketing. 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. Firstly, consider all the aspects that might impact your local audience’s interaction with your brand. For example, the local audience of one place might be more active on mobile devices than the other. Hence, you can develop mobile and other screen-friendly versions of your website depending on the location you are serving. Furthermore, when you serve your customers in various locations leveraging 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 embracing glocalization approach
Mars Galaxy / Dove
A popular UK-based brand Mars Incorporated has been maintaining a glocalization-inspired marketing campaign for its chocolate bars. The company supplies its products in both US and UK locations. The company uses the brand name “Dove” for its US consumers. By doing so, the company perfectly aligns its products with the location-based marketing idea of female indulgence. Aside from this, rebranding the company’s name for a different location also allows them to explore different formats and flavors. In fact, they do all kinds of experimentation without changing the actual value of the original brand.
Ikea
The Swedish company IKEA comes among one of the brands that know how to leverage Glocalization marketing. Since 1943 the company has been serving the industry. At present, the brand has become familiar with consumers across the globe. It even has its legitimate stores in different countries, including Japan, India, East Asia, Croatia, and a few others as well.
IKEA uses Glocalization strategies to discover location-based selling attributes to serve its diverse customers. Customers get appealing quality, price range, and durability of their products matching their preferences.
Glocalization helps IKEA consider top tier preferences of its international audience.
Although they supply similar products to different locations, room sets vary drastically to match the location-based customs. For example, Japanese IKEA stores sell Tatami mats that you will not find in other countries’ IKEA stores.
Conclusion
An effective combination of global and local marketing strategies can bring immense benefits to brands.
Connecting with your consumer on a deeper level is key to making them stay. In fact, they’ll return to your brand every time they want to buy products from your niche. Now, you know about the advantages and examples of successful Glocalization strategies. Hopefully, it may encourage you to take this approach for your brand as well.
