Skip to content

Integrating Localization in Mobile Strategies

  • by
  • November 19, 2014December 3, 2015
This post originally appeared on

The proliferation of smart devices and the latest technologies have changed the way people interact with each other, unlocking several opportunities for e-commerce players to make the most of the available technologies.

Mobile devices are increasingly becoming the preferred media choice with the greatest impact on consumer purchasing behavior.  With millions of users around the world accessing mobile info in local languages, there is no doubt that localized campaigns and local-language content is ranking high in marketing strategies.  Companies and organizations are now reaching out to a wider set of audiences and making products available to them.

It’s All About Being at the Right Place at the Right Time:

As mobile marketing matures in this decade, it is important to integrate localization in mobile strategies. Successful marketing campaigns are about delivering consumers value in an engaging manner and in a way that connects with them. Successful campaigns are seen through delivering the right content at the right time to users in their “mobile moment.”

Recent studies show that most Internet and mobile users prefer localized content and ads. With multilingual ad campaigns, marketers have a better chance in building an effective campaign with a wider reach and have a huge opportunity to promote their products and service in a global marketplace.

The Benefits of Being Global to Local

Being an international business

The growth of the Internet has placed businesses in a position where international trade is virtually on their doorstep. However, we live in a world where there isn’t one uniform language and that’s a key fact to accept. To be recognized as a global player it is important to communicate in the local language of the particular region.

Building confidence and creating trust:

A solid localization strategy incorporates multiple languages. It is a general mindset that customers are more likely to trust and do business with companies who can interact with them in their most preferable language.

To build a strong presence it is important to secure and make consumers feel comfortable so that they can learn more about your business in their own language.

Be conscious

When companies use the multi lingual approach it shows they care and understand the requirements of their users or consumers.

Show cultural sensitivity

A properly designed multilingual marketing strategy can break down potential cultural barriers. Overseas customers can stay in their comfort zone rather than struggling to understand what is being communicated to them. Culturally informed usability is never a bad thing.

A study earlier this year by Flurry shows that consumers spent 139 minutes out of 162 minutes of overall mobile engagement per day with apps. Hence for publishers it becomes important to bring value to the consumers with delightful features and offerings in their local language. The language forms a key piece in the mobile moment of a glocal consumer.


To capture a bigger portion of the global ecommerce pie, marketers must understand the importance of mobile as 50 percent of people who own a mobile phone use it as their primary Internet source.

It is important to include a localization strategy that suits all of your business goals no matter where you’re doing business.

Contributed by: Prima Dona – VP Product Innovation, IP, Business Strategy at KeyPoint Technologies