Think Global, Tap Local: Retargeting Mobile Users with Localization

In today's global marketplace, the ability to speak directly to your audience in a language they understand is imperative. Localization—the process of adapting your marketing content to meet the cultural, linguistic, and commercial expectations of your target market—not only enhances customer experience but also significantly boosts business performance. This blog explores the benefits of localization and provides practical recommendations for deploying effective localized retargeting strategies across different verticals.

The Importance of Localized Retargeting

Localization goes beyond mere translation; it involves a comprehensive tuning of your marketing messages to resonate with local audiences. Here's how data supports the efficacy of localization:

  • Revenue Growth: 84% of brands have reported revenue growth after localizing their content, indicating a direct correlation between tailored marketing materials and business success.
  • Consumer Recognition: 75% of global shoppers are more likely to purchase a product if the information is available in their native language, underscoring the need for businesses to adapt their approach to meet language preferences.
  • Market Share Increase: Companies that invest in localization strategies are 1.5 times more likely to see an increase in market share, showcasing the competitive advantage of cultural adaptation.
  • Value Over Price: 56.2% of consumers place a higher value on obtaining information in their own language over low prices, highlighting the importance of language in the purchasing decision.
  • Conversion Boosts: Localizing ads and landing pages into the local languages can lead to a 20% lift in conversions, while full website localization, including translated content and local currency options, can increase conversions by up to 70%. A specific case saw a UK fashion brand drive 25% more US market conversions by adapting British terms to American English.

Top 5 Localized Retargeting Recommendations

Adapting Language for Cultural Nuance Summary

Mastering the local language with all its subtleties and cultural references can dramatically improve the relatability of your ads. By using vernacular that resonates with local audiences, businesses can foster a deeper connection with consumers. This boosts ad receptivity and response rates.

Examples:

  • Gaming: A mobile game could increase engagement by adapting its content and ads to reflect local slang and cultural references.
  • QSR (Quick Service Restaurants): A fast food chain could attract more customers by using region-specific culinary terms and promoting menu items that cater to local tastes.

Local Currency and Payment Methods Summary

Transactions in local currencies and through preferred local payment methods reduce barriers for the consumer, leading to higher conversion rates. Tailoring these aspects to fit local norms demonstrates respect for user preferences and can simplify the purchasing process.

Examples:

  • Shopping: An e-commerce platform could see improved sales by listing prices in local currency and integrating popular local payment systems.
  • Travel: Travel agencies and booking sites could increase trust and reduce friction by displaying prices in the currencies of the customers' home countries.

Geotargeting and Local Relevance Summary

Using geotargeting to deliver content that holds local significance can make marketing campaigns more effective. This approach ensures that promotions and ads are relevant to the local audience's interests and current events, driving higher engagement.

Examples:

  • Sports Gambling: A sports betting app could enhance user retention by featuring localized content that highlights popular local sports or leagues.
  • Photo Editing: A photo editing app could drive downloads by offering templates that include local landmarks or are themed around local festivals and holidays.

Localized Promotions and Offers Summary

Promotions that are tailored to local events, holidays, or consumer behaviors can significantly increase relevance and consumer interest. Such targeted offers are more likely to be perceived as valuable, encouraging more immediate and enthusiastic responses from the audience.

Examples:

  • Food Delivery: A food delivery platform could drive more orders by offering promotions that are aligned with local festivals or cultural events.
  • AI Chatbots: An AI chatbot could enhance customer service by interacting in the local dialect and recognizing regional expressions, thereby improving communication clarity and customer satisfaction.

Customization Based on Local Consumer Behavior Summary

Understanding and integrating local consumer behaviors into product offerings and marketing messages can lead to higher engagement and sales. This customization shows that a brand is in tune with its audience's lifestyle and preferences, enhancing the overall customer experience.

Examples:

  • Travel: A travel agency could boost bookings by customizing travel packages and promotions around local peak vacation times and preferences.
  • Gaming: A game developer could increase player retention by adjusting game features or levels to match regional playing habits and preferences.

Key Takeaways 

Localization is not just a strategic choice—it is a proven pathway to enhanced business performance and customer satisfaction. The data clearly shows that localization efforts are closely tied to significant increases in revenue, market share, and customer engagement:

  • Revenue Impact: 84% of brands see revenue growth from localizing content, underscoring the potent impact of tailored communication.
  • Consumer Preference: Three-quarters of global consumers prefer purchasing in their native language, emphasizing the importance of language in marketing strategies.
  • Market Dynamics: Businesses that embrace localization are 1.5 times more likely to expand their market share.
  • Conversion Improvements: Strategic localization, including language and payment customization, can elevate conversion rates by up to 70%.

Amplify Your Brand with Localized Retargeting

Ready to transform your global marketing efforts into local successes? Contact YouAppi today to discover how our advanced retargeting solutions can help you connect authentically with audiences worldwide. Don't just market—market smart with YouAppi's expert localization strategies.