According to the Britannica Encyclopedia, glocalization is “the simultaneous occurrence of both universalizing and particularizing tendencies in contemporary social, political, and economic systems.” The term is believed to originate from the Japanese word “dochakuka,” which originally referred to adapting farming techniques to local conditions. In English, “glocal” is a blend of “global” and “local,” describing a marketing strategy that makes a global product suitable for the specific needs of each target market.
The Concept of Glocal
In the business world, the concept of glocal is essential for brands aiming to expand their reach globally. It involves maintaining the global identity of a product while incorporating local elements to ensure it resonates with the cultural values and needs of each target market. This approach allows brands to achieve a level of personalization that makes the product more appealing and relatable to local consumers.
Despite its importance, glocalization presents challenges for marketing teams. While its value is widely recognized, many marketers struggle with how to implement it effectively without compromising the brand’s core identity. The Widen Connectivity Report 2018 highlights this challenge, revealing that more than half of the marketers surveyed were unsure how to approach the glocal concept.
Adapt to Local Needs
To make a product truly glocal, it must be tailored to meet the specific needs of the local audience. Consider factors like culture, values, and habits when adapting your brand. For instance, food products often require adjustments in recipes and ingredients to align with regional tastes. By doing so, your product becomes familiar and relevant to local consumers, seamlessly fitting into their lifestyles.
Adjust Your Marketing Strategy
Your marketing approach should also be customized to resonate with the local market. This involves fine-tuning aspects like promotion, branding, and social media presence. Carefully select the words, images, and communication channels that align with the unique characteristics of each cultural group. This ensures that your message is not only heard but also well-received.
Don’t Just Translate, Localize!
Achieving glocalization goes beyond simple translation. It involves the localization of all textual content related to your product. Language experts who understand the cultural nuances and ideals of the local audience should translate your brand materials and documentation, ensuring they resonate authentically with each market.
Leverage Technology
Technology plays a crucial role in executing glocal strategies effectively. Marketers can use tools and systems to monitor and manage global teams, ensuring that glocal strategies are consistently implemented across different regions. This technological support helps maintain a cohesive approach while accommodating local variations.
Successful glocalization paves the way for widespread acceptance and adoption of your product on a global scale. Marketers and teams must remember that these products are designed for people shaped by unique cultural backgrounds, and should be presented in a way that feels natural and familiar. To ensure the success of a glocal product, it’s essential to bridge the gap between global reach and local relevance, allowing your product to not only enter but thrive in new markets.
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