Skip to main content
Search for Articles:
Journal of Digital Marketing and Communication
Share

Open Access Review

Localization and Global Marketing: Adapting Digital Strategies for Diverse Audiences

by Ifeanyi Okonkwo 1 , John Mujinga 2 , Emmanuel Namkoisse 3 , Adrien Francisco 4
1 College of Humanities and Social Sciences, Abia State University Uturu, Abia, Nigeria.
2 Facuty of Economics and Mangement, Free University of Kinshasa, Plot No. 36, 15th Rue Limete Industriel, Kinshasa, Democratic Republic of the Congo.
3 Facuty of Economics and Mangement, University of Bangui, Avenue des Martyrs Bangui, Bangui, Central African Republic.
4 Faculty of Economics, Agostinho Neto University, Av. 4 de Fevereiro 77, Luanda, Angola.

SUBMITTED: 12 September 2023; ACCEPTED: 18 November 2023; PUBLISHED: 29 November 2023

Submission to final decision takes 67 days.


Get rights and content
Creative Commons Attribution 4.0 International License

Abstract

Abstract

In an increasingly interconnected world, businesses aiming for global success must navigate the intricate landscape of localization and global marketing. This manuscript delves into the pivotal strategies required to adapt digital marketing approaches, reaching and engaging diverse audiences worldwide. It emphasizes the significance of adapting digital marketing strategies through localization techniques to effectively cater to diverse global audiences. Staying informed is paramount, as a deep understanding of local news, cultural events, and ongoing conversations within a region is essential for creating content that remains timely and relevant. Active engagement in conversations related to local trends amplifies brand visibility and engagement within the community. Collaborating with local influencers provides an authentic bridge to regional audiences, offering valuable insights into the pulse of local trends. Aligning content with local values, interests, and sensitivities ensures that marketing materials resonate positively with diverse audiences. Additionally, the strategic use of localized hashtags enhances content discoverability. Encouraging user-generated content serves a dual purpose: fostering engagement and authentic endorsements, thereby bolstering brand credibility.

Previous article

Keywords: Global marketing; cultural sensitifity; content adaptation; language localization

Creative Commons Attribution 4.0 International (CC BY 4.0) License
© 2023 Ifeanyi Okonkwo, John Mujinga, Emmanuel Namkoisse, Adrien Francisco. This is an open access article distributed under the Creative Commons Attribution 4.0 International (CC BY 4.0) License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.

Share and Cite

ACS Styles
APA Styles
Okonkwo, I., Mujinga, J. ., Namkoisse, E. ., & Francisco, A. . (2023). Localization and Global Marketing: Adapting Digital Strategies for Diverse Audiences. Journal of Digital Marketing and Communication, 3(2), 66–80. https://doi.org/10.53623/jdmc.v3i2.311
MLA Styles
Find Other Styles

Lee, J.; Kim, J.; Kim, J.; Choi, S. (2021). Why Localization Is Necessary as a Business Strategy in Emerging Markets: The Case Comparison of Hyundai and Volkswagen. Journal of Open Innovation: Technology, Market, and Complexity, 7, 190. https://doi.org/10.3390/joitmc7030190.

Kyove, J.; Streltsova, K.; Odibo, U.; Cirella, G.T. (2021). Globalization Impact on Multinational Enterprises. World, 2, 216‒230. https://doi.org/10.3390/world2020014.

Tjahjadi, B.; Soewarno, N.; Jermias, J.; Hariyati, H.; Fairuzi, A.; Anwar, D.N. (2022). Does Engaging in Global Market Orientation Strategy Affect HEIs’ Performance? The Mediating Roles of Intellectual Capital Readiness and Open Innovation. Journal of Open Innovation: Technology, Market, and Complexity, 8, 29. https://doi.org/10.3390/joitmc8010029.

Sui, Z.; Zhou, M.; Feng, Z.; Stefanidis, A.; Jiang, N. (2023). Language-Led Visual Grounding and Future Possibilities. Electronics, 12, 3142. https://doi.org/10.3390/electronics12143142.

Li, T.; Wang, S.; Chen, P.; Liu, X.; Kong, X. (2023). Geographical Patterns and Influencing Mechanisms of Digital Rural Development Level at the County Scale in China. Land, 12, 1504. https://doi.org/10.3390/land12081504.

Castaneda, D.I.; Ramírez, C.A. (2021). Cultural Values and Knowledge Sharing in the Context of Sustainable Organizations. Sustainability, 13, 7819. https://doi.org/10.3390/su13147819.

Xing, Y.; Jin, C.H. (2023). The Impact of Cultural Values on Attitude Formation toward Cultural Products: Mediating Effects of Country Image. Sustainability, 15, 11172. https://doi.org/10.3390/su151411172.

Sobocińska, M. (2019). The Role of Marketing in Cultural Institutions in the Context of Assumptions of Sustainable Development Concept—A Polish Case Study. Sustainability, 11, 3188. https://doi.org/10.3390/su11113188.

LeFebvre, R.; Franke, V. (2013). Culture Matters: Individualism vs. Collectivism in Conflict Decision-Making. Societies, 3, 128‒146. https://doi.org/10.3390/soc3010128.

Xu, J.; Xie, B.; Chung, B. (2019). Bridging the Gap between Affective Well-Being and Organizational Citizenship Behavior: The Role of Work Engagement and Collectivist Orientation. International Journal of Environmental Research and Public Health, 16, 4503. https://doi.org/10.3390/ijerph16224503.

Cerquetti, M.; Ferrara, C. (2018). Marketing Research for Cultural Heritage Conservation and Sustainability: Lessons from the Field. Sustainability, 10, 774. https://doi.org/10.3390/su10030774.

Sawaftah, D.; Aljarah, A.; Lahuerta-Otero, E. (2021). Lahuerta-Otero E. Power Brand Defense Up, My Friend! Stimulating Brand Defense through Digital Content Marketing. Sustainability, 13, 10266. https://doi.org/10.3390/su131810266.

Almeida-Santana, A.; Moreno-Gil, S. (2019). Perceived Sustainable Destination Image: Implications for Marketing Strategies in Europe. Sustainability, 11, 6466. https://doi.org/10.3390/su11226466.

Martínez-López, F.J.; Aguilar-Illescas, R.; Molinillo, S.; Anaya-Sánchez, R.; Coca-Stefaniak, J.A.; Esteban-Millat, I. (2021). The Role of Online Brand Community Engagement on the Consumer–Brand Relationship. Sustainability, 13, 3679. https://doi.org/10.3390/su13073679.

Koc, E.; Ayyildiz, A.Y. (2021). Culture’s Influence on the Design and Delivery of the Marketing Mix Elements in Tourism and Hospitality. Sustainability, 3, 11630. https://doi.org/10.3390/su132111630.

Drivas, I.C.; Kouis, D.; Kyriaki-Manessi, D.; Giannakopoulou, F. (2022). Social Media Analytics and Metrics for Improving Users Engagement. Knowledge, 2, 225‒242. https://doi.org/10.3390/knowledge2020014.

Beaumont, C.D.; Berry, D.; Ricketts, J. (2022). Technology Has Empowered the Consumer, but Marketing Communications Need to Catch-Up: An Approach to Fast-Forward the Future. Businesses, 2, 246‒272. https://doi.org/10.3390/businesses2020017.

Content Marketing Strategies That Are Leading The Way In 2021. (accessed on 1 May 2023) Available online: https://www.forbes.com/sites/forbesagencycouncil/2021/04/23/content-marketing-strategies-that-are-leading-the-way-in-2021/?sh=76b45cb44784.

Pepsi has a new logo. (accessed on 1 May 2023) Available online: https://edition.cnn.com/2023/03/28/business/pepsi-new-logo/index.html.

Low, S.; Ullah, F.; Shirowzhan, S.; Sepasgozar, S.M.E.; Lin Lee, C. (2020). Smart Digital Marketing Capabilities for Sustainable Property Development: A Case of Malaysia. Sustainability, 12, 5402. https://doi.org/10.3390/su12135402.

Dai, Y.; Liu, Y.; Yang, L.; Fu, Y. (2023). An Idiom Reading Comprehension Model Based on Multi-Granularity Reasoning and Paraphrase Expansion. Applied Sciences, 13, 5777. https://doi.org/10.3390/app13095777.

Luo, H.; Cheng, S.; Zhou, W.; Yu, S.; Lin, X. (2021). A Study on the Impact of Linguistic Persuasive Styles on the Sales Volume of Live Streaming Products in Social E-Commerce Environment. Mathematics, 9, 1576. https://doi.org/10.3390/math9131576.

Wang, T.; Zhao, H.; Shen, Y. (2020). An Efficient Single-Anchor Localization Method Using Ultra-Wide Bandwidth Systems. Applied Sciences, 10, 57. https://doi.org/10.3390/app10010057.

Mahmoud, H.A.H.; Mengash, H.A. (2021). Machine Translation Utilizing the Frequent-Item Set Concept. Sensors, 21, 1493. https://doi.org/10.3390/s21041493.

Deng, X.; Yu, Z. (2022). A Systematic Review of Machine-Translation-Assisted Language Learning for Sustainable Education. Sustainability, 14, 7598. https://doi.org/10.3390/su14137598.

Ziółkowska, M.J. (2021). Digital Transformation and Marketing Activities in Small and Medium-Sized Enterprises. Sustainability, 13, 2512. https://doi.org/10.3390/su13052512.

Ao, L.; Bansal, R.; Pruthi, N.; Khaskheli, M.B. (2023). Impact of Social Media Influencers on Customer Engagement and Purchase Intention: A Meta-Analysis. Sustainability. 15, 2744. https://doi.org/10.3390/su15032744.

Kişi, N. (2023). Bibliometric Analysis and Visualization of Global Research on Employee Engagement. Sustainability, 15, 10196. https://doi.org/10.3390/su151310196.

Alghamdi, A.M.; Pileggi, S.F.; Sohaib, O. (2023). Social Media Analysis to Enhance Sustainable Knowledge Management: A Concise Literature Review. Sustainability, 15, 9957. https://doi.org/10.3390/su15139957.

The Top 10 Social Media Sites & Platforms. (accessed on 1 May 2023) Available online: https://www.searchenginejournal.com/social-media/biggest-social-media-sites/.

What's the best social media platform for your ads? (accessed on 1 May 2023) Available online: https://www.linkedin.com/advice/0/whats-best-social-media-platform-your-ads.

Li, Y.; Yu, L. (2020). Factors Influencing Social Media Users’ Continued Intent to Donate. Sustainability, 12, 879. https://doi.org/10.3390/su12030879.

Meng, F.; Sun, H.; Xie, J.; Wang, C.; Wu, J.; Hu, Y. (2021). Preference for Number of Friends in Online Social Networks. Future Internet, 13, 236. https://doi.org/10.3390/fi13090236.

Puriwat, W.; Tripopsakul, S. (2021). Explaining Social Media Adoption for a Business Purpose: An Application of the UTAUT Model. Sustainability, 13, 2082. https://doi.org/10.3390/su13042082.

Wibowo, A.; Chen, S.-C.; Wiangin, U.; Ma, Y.; Ruangkanjanases, A. (2021). Customer Behavior as an Outcome of Social Media Marketing: The Role of Social Media Marketing Activity and Customer Experience. Sustainability, 13, 189. https://doi.org/10.3390/su13010189.

Farida, I.; Setiawan, D. (2022). Business Strategies and Competitive Advantage: The Role of Performance and Innovation. Journal of Open Innovation: Technology, Market, and Complexity, 8, 163. https://doi.org/10.3390/joitmc8030163.

Kaur, R.; Singh, R.; Gehlot, A.; Priyadarshi, N.; Twala, B. (2022). Marketing Strategies 4.0: Recent Trends and Technologies in Marketing. Sustainability, 14, 16356. https://doi.org/10.3390/su142416356.

Drivas, I.C.; Sakas, D.P.; Giannakopoulos, G.A.; Kyriaki-Manessi, D. (2020). Big Data Analytics for Search Engine Optimization. Big Data and Cognitive Computing, 4, 5. https://doi.org/10.3390/bdcc4020005.

Benbrahim Ansari, O. (2021). Geo-Marketing Segmentation with Deep Learning. Businesses, 1, 51-71. https://doi.org/10.3390/businesses1010005.

Fogel, J.; Zachariah, S. (2017). Intentions to Use the Yelp Review Website and Purchase Behavior after Reading Reviews. Journal of Theoretical and Applied Electronic Commerce Research, 12, 53-67. https://doi.org/10.4067/S0718-18762017000100005.

Ioannidou, I.; Sklavos, N. (2021). On General Data Protection Regulation Vulnerabilities and Privacy Issues, for Wearable Devices and Fitness Tracking Applications. Cryptography, 5, 29. https://doi.org/10.3390/cryptography5040029.

Peruzzi, A.; Zollo, F.; Quattrociocchi, W.; Scala, A. (2018). How News May Affect Markets’ Complex Structure: The Case of Cambridge Analytica. Entropy, 20, 765. https://doi.org/10.3390/e20100765.

Kim, H.J.; Lee, S.H.; Kwon, S.I.; Park, S.; Lee, J.; Keel, J.H.; Lee, J.T.; Park, S. (2020). Investigation of the Emission Characteristics of Light-Duty Diesel Vehicles in Korea Based on EURO-VI Standards According to Type of After-Treatment System. Energies, 13, 4936. https://doi.org/10.3390/en13184936.

Piao, Y.; Ye, K.; Cui, X. (2021). A Data Sharing Scheme for GDPR-Compliance Based on Consortium Blockchain. Future Internet, 13, 217. https://doi.org/10.3390/fi13080217

Qin, Y.; Musetti, A.; Omar, B. (2023). Flow Experience Is a Key Factor in the Likelihood of Adolescents’ Problematic TikTok Use: The Moderating Role of Active Parental Mediation. International Journal of Environmental Research and Public Health, 20, 2089. https://doi.org/10.3390/ijerph20032089.

Article Metrics

For more information on the journal statistics, click here.