19 Jun 2020 5 Effective Tips To Localize Your Marketing Campaigns
When you develop an application, regardless of the service you offer, it can be very tempting not only to focus on the country of origin. However, it is often cheaper, but what if you bet on internationalizing your application?
Many times having a great idea is not compatible with the demographic situation where you are trying to carry it out. The option of global marketing can be a necessary action to boost your application and multiply downloads.
In today’s article, we will analyze the global market and talk about the benefits that internationalizing your application can bring you. And to reach these markets, you have to understand their differences and localize your marketing campaigns. That’s why, after that, we will discuss how to localize your efforts.
Applications that have bet on the international market
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Most of the data about nationalization give you some security to bet on internationalizing your app worldwide. If, on the other hand, you are not sure in this action, we advise you to observe how other apps that have risked this trading strategy have benefited you.
Airbnb is a clear example of an application developed with global marketing in mind as one of its primary strategies for App Marketing. Available in over 25 languages, continually adding new countries. To keep pace with bilingual growth in its user base, Airbnb uses different in-house translators and crowdsourcing translations.
How to internationalize your application worldwide?
If you have decided to develop applications for a global market, do not be in a hurry, you have to weigh all the pros and cons that may be on the way. Once decided, there are certain aspects to consider to be closer to success.
Here are the great five tips.
1) Pay great attention to each of the pieces that make up the application puzzle
Especially those categories that contain enough content that can be complicated for the app’s internal translators. The simpler and more direct they are, the better the translation of the texts will be for the other languages.
2) Attention to cultural aspects!
Another aspect to highlight is taking into account the cultural situation where you are going to internationalize your application, since a complex application may not be understood in many countries where these topics are unknown.
3) Get ready for localization & ASO
Check the number of downloads of your application, the comments users make about it and the social networks used in the target markets to find markets where there may be demand.
Read the optimization tips of Google Play Console & Apple App Store to know if the application is already becoming popular in some countries.
4) Meet the users of each market
As users search for personalized experiences, they respond with a much higher interest in applications with localized text and graphics.
● What behaviours do users of the different markets have?
● Where and how do they get what they want with their devices? Users will most likely not behave the same when interacting on social media, shopping, or communicating with other users or public services. They also don’t behave the same way when having fun, playing games or doing searches, homework or banking.
● Could your application satisfy these demands in your target markets?
5) Locate the applications adapting to the markets
● Languages and dialects. Is more than one language spoken in the target country?
● Adapt the design to the local culture. You must adopt all the elements of the application to the local audience: the graphics, the images, the colours, the style, the tone, the functions and the payment methods. In the case of games, think about how to adapt the characters or the tools to attract the attention of new consumers. It must be ensured that there is no aspect that can be considered culturally inappropriate.
● Use a single set of flexible designs with alternatives for those countries where they are needed. For example, find out if you should have layouts that support text from right to left or use any of the date, time, number, and currency formats provided by the system.
● Optimizes the application so that it can be used when network connectivity is low or bandwidth is not available, and on low-end devices.
● Set a price according to the situation of the target market.
As we have already discussed, it is not a quick or easy process, but it is certainly worth spending time on a project of such a scale. You cannot guess the future, or how the market will react, but you have to guarantee certain expectations of success and thus ensure the ROI of your application.
Conquering new markets and being a reference for future brands in those countries can give you an excellent reputation and be able to collaborate with different companies that want to dominate these countries. Without a doubt, it is an act of significant risks, but at the same time of excellent results.
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