Localization Brings Truth in Advertising

Photo by Bud Helisson on Unsplash

This is part 5 of the “Globalization Motivation” series, where I attempt to oversimplify in order to evangelize localization, globalization, and above all, collaboration. 

Ever wonder where the phrase “truth in advertising” came from and why it is a great strategic argument for localization? I have, so I thought it would be great to share and apply it to our world to further evangelization and make our lives easier. 

To understand the history of this phrase, we will need to go back almost 100 years. It began as a movement to protect consumers from deception and fraud. Today, the United States Federal Trade Commission enforces truth in advertising within their jurisdiction. Nonprofit Truth in Advertising aka TINA.org is devoted to educating and protecting consumers in the U.S. Although this is a domestic concept, customers globally deserve the same protection and individual countries protect their citizens differently. 

Of course, localization is not limited to advertising. The increasing demand from international consumers has directly impacted hyper-localization (ultimate versioning of language and content per locale). Advertising refers to paid marketing. A commercial spot on television, paid digital ads, or perhaps a physical ad in a magazine or a billboard in a public setting. Those forms are what is often referred to as “outbound marketing.” With the advances in digital marketing, websites are robust with content, software is multifaceted, and there are several social media outlets. There are many opportunities for organic marketing, and in recent years, there is an “inbound marketing (term coined by HubSpot)” approach that refers to the digital touch-points such as website, social media, and emails (direct marketing). 

The localization of marketing content has had unique challenges that are actually being seen in the actual user experience. Now more and more brands provide various language versions of their products, limit features based on location, and even change the functionality and offer various other forms of personalization. Analytic tools are available to track time spent and what is most important to each and every user.  

With all of these variables to consider (which are not limited to marketing), I apply what I call the Big Three to localization strategy:  Avoid Alienating Your Audience, Avoid Non-compliance, and Avoid legal action. All three can apply to our cause. Let’s delve into each.

Avoid alienating your audience

Offending your customer is a big no-no. This can lead to loss of future sales - and worse - negative reviews in publications and on social media. 

Avoid non-compliance 

Each country and specific regions have laws that are strictly enforced. There can be regulations in place for non-compete, privacy, religious standards, safety restrictions, and false claims. Non-conformity may lead to losing the ability to do business. 

Avoid legal action

The United States has a reputation for being very litigious. However, anyone can bring a lawsuit for just about anything. All that is required are resources and the ability to prove harm in some way. This can also lead to unintended costs and embarrassment. 

When making business critical decisions on what to version for various markets, businesses need to think seriously about all three, projecting the possibilities in each locale and ultimately the financial risk to the organization. It’s best to be proactive and gather localization specialist advice on what is best and what to anticipate during the global growth process. 

Localized buyer persona 

A buyer persona is a semi-fictional depiction of your customer. A visualization of a local customer will allow your decision makers to empathize as they see a real person actually using their product. This allows your stakeholders to make a human attachment to a potential customer. We refer to this as “empathy.” 

User experience 

Localizers should understand the local user’s experience. What devices are used to access the product (i.e. Mobile, Desktop)? What features and content are available? How does the product function? Is it used for something different than it was originally intended for?  

Competitor mishaps

It may seem to be a negative approach, but it’s important not to repeat the mistakes that others have made. There are endless examples of competitor mistakes in various countries. Simply type into your search engine “Advertising mistakes in…” or “Mistakes in International…” to find out what NOT to do, how the situation was handled, and hopefully, tips to avoid. 

Failure Is an option 

Learning from our own mistakes is paramount. It is HOW you respond as an organization that is key. Companies with a large product line or who have no competition may be able to afford a mishap that would be crippling for a SME (Small to Medium sized enterprise) with only one. Sometimes, the response is actually what saves you. How quickly can you fix the error? How sincere is your apology? Explain the processes that you have put in place to ensure your users, where they live, that your brand cares about privacy, safety, and their experience. 

Context is everything. How can a localization team and translators be set up for success without an understanding of the intended audience, a truthful experience that the audience will receive, and how they embrace and interpret what was sold? The truth in advertising is avoiding false promises. Most brands are not intending to deceive. Avoiding proper context throughout the supply chain to all stakeholders is an easy way to unintentionally falsely lead the customer. 

Consequences in false advertising can be very serious, but you don’t need to be doom and gloom to make your argument. A positive approach is to pro-actively advocate for localization and globalization. Allow decision makers to visualize their local customer. They should be able to understand how the product and supportive messaging travels throughout the world. Having a well thought through global strategy and solid resources that provide as much context as possible will reduce mistakes and several rounds of versioning. 

Let’s apply truth in advertising to our entire project lifecycle. Truth in all internal and external communication, context in collaboration, and building trust into your overall brand. Trust increases global sales and that is your bottom line. Consumer trust and partner trust. It’s a transparent way to work that is efficient and smart. Be the brand that aligns your resources, is knowledgeable and cares about the people using their product or service.