Lost in Translation: The Importance of Localization in Marketing

I recently signed up for a service called Too Good to Go—an app that teams up with restaurants and cafes, offering users a chance to snag low-priced food that would have otherwise ended up in the trash. As part of their life cycle marketing program, I received an email with a headline that caught my attention. It all boiled down to a seemingly small detail.

The headline read, “Recognise these places?”

 Notice anything off? Yep, it’s the British English spelling of ‘recognise.’ My spellcheck is even itching to correct it as I write this. This one, seemingly minor, detail almost made me hit “delete” without even opening the email. Why? Because it instantly triggered my internal spam radar. Even though I had signed up for their service, the “British” spelling made it feel unfamiliar, unprofessional, and potentially untrustworthy.

This incident brings up a crucial marketing concept—localization. Localization involves adapting marketing to a specific geography’s culture, preferences, and language. From personal experience, I know how important this is when operating in different languages and markets. Checking in between countries is also vital, as I discovered that Too Good to Go is based in Denmark, and it’s likely they used British English for their translation service.

Why is localization important?

Companies that embrace localization can enjoy several benefits:

• Boost open and click-through rates: People are more likely to engage with content in their native language.
• Build brand trust and loyalty. Shows your audience you care about understanding their unique needs and preferences.
• Improve customer experience: By creating a seamless and personalized journey for your global audience.

Localization might seem like a small detail, but it can have a big impact on your marketing success. Remember, even small cultural nuances can trigger negative perceptions. So, before hitting “send” on that next email campaign, take a moment to ensure your message resonates with your target audience, wherever they may be.

Have you ever encountered similar situations where localization or the lack thereof stood out? Feel free to share your thoughts in the comments below.