We’ve all heard of “translation” services in advertising—converting copy from English to Spanish—but what about, “localization” as a marketing tool? Simply put, “localization” is the task of “translating” texts to different groups, within a single language. Australian English vs. South African English or Puerto Rican vs. Mexican Spanish, etc. etc., now apply to 200-ish countries and you’ve got quite the task!

Yet in all the complexity of language localization, a few things are for certain. Localized, culturally relevant communications, grab the attention of, resonate with, and help to build trust with potential customers. If you’ve ever heard your name mispronounced on an unsolicited phone call, then you instinctively know this to be true! Likewise, every Portuguese has experienced that “cringe” moment, reading ad copy, clearly written for a Brazilian audience. A half billion Spanish speakers—from 4 continents and 20 countries—often get the same, slapdash treatment.

            This inattention to detail is rarely the source of outright confusion, but can lead to an insidious attrition of “connection” between brand and consumer. If you’re reading this thinking, it seems a “small potatoes” issue; you’re not only mistaken, you’re likely North American! That particular expression is, elsewhere, uncommon (and in Ireland potatoes are no small affair).

            By failing to adapt content to a target market’s cultural idiosyncrasies, brands, big and small—including some that ought to know better—are leaving SO much credibility and consumer loyalty on the table. According to a report by CSA Research, 65% of consumers “want to read content in their language.” The same survey indicates that 75% prefer locally tailored texts. Over 95% of the world lives outside the United States; are you getting the picture (to a Chilean: cachai)?

            If you’re looking to truly optimize your consumer outreach, it is so important to work with a distributed team, of multilingual marketing professionals (might we suggest PymIA?) For all the potential of plug-and-play, AI-driven content, there’s still no replacement for the human touch. If your current agency takes a cookie cutter approach to content creation, it may be time to reevaluate. In our increasingly interconnected global marketplace, translation is the bare minimum. It’s time to localize your messaging, and hey, have some FUN with it! A little cheeky slang can a go a LONG way; the effort is always appreciated.