In 2022, the global consumer market is evolving rapidly, and so are international laws on customer data.
With changes to international policy, the global consumer becoming an increasingly important demographic, and also new marketing technology (Martech) is continuously entering the global sphere. As marketers, it’s important to stay agile and aware of what’s on the horizon in terms of global marketing trends.
As you plan to market your product or service on a global scale, keep these latest trends in mind. They just might shed some light on where to take your marketing strategies next.
1: Localize Your Entire Customer Experience
In 2022, localization—or the process of adapting your brand experience to foreign markets—is a necessity. A US-centric marketing approach is no longer enough to sustain growth. Instead, it pays to put more focus on global consumers.
According to research from The World Counts, global economic growth is driving big changes in the international market:
What to Localize
Localization includes language translation, of course, but it doesn’t stop there. For authentically inclusive marketing, the end-to-end customer experience should be localized.
From Apple to Amazon, high-growth brands localize their customer experience and brand messaging to gain competitive advantage, in turn, garnering them a larger swath of their target audience.
What we can learn from these giants is that global brands should localize anything relevant to their international audience, from websites to apps and emails to videos.
A word to the wise, though: as you build your global marketing strategy, make sure you account for regional dialects and any major cultural differences in your target countries – this can really reduce potential moments of embarrassment.
Generally speaking, when beginning your localization efforts, it’s best to start with your most popular content and scale from there. When translating a website, for example, you should think about localizing all relevant content in the customer experience:
- Websites: Including about us pages, product pages and descriptions, and e-commerce sites
- Visual content: including videos, webinars, or other multimedia content.
- Emails and newsletters: including transactional emails like receipts and abandoned cart reminders.
- Legal content: including pages like privacy policies, terms of service, etc.
With localized content, you’ll create a better customer experience, attracting the attention of international consumers while growing your business beyond borders.
2: Prioritize a First-Party Data Strategy
According to Deloitte’s survey on digital trends from last year, 40% of consumers do not trust online services and companies to protect their data. These privacy concerns have led to many companies having to be flexible, adopting shifting local regulations and platform policies.
The biggest shift? Moving away from the use of third-party cookies to first-party data.
First-party data is what you collect from your audience directly with your own channels. Third-party data is collected by another entity that’s separate from your relationship with your customers.
It seems straightforward that most companies would rely on first-party data to interact with and learn about their customer base, but in actuality, much of the modern digital marketing landscape is built on third-party cookies—from big data, to AI (artificial intelligence), to innocent newsletter martech.
Most third-party data collection is benign, but sometimes, it can lead to unintended consequences like personal data being sold, security breaches and a general feeling of uneasiness as most consumers have no idea who knows what about them.
This more invasive method of online tracking is falling out of favor globally. With this newfound distrust, many marketers are scrambling to adapt to the new cookieless world.
There’s a lot we can learn when it comes to making the pivot from high-growth brands like VMware, which have already shifted to a first-party data environment. Not only does first-party data collection give customers more agency with their personal information, but they stay compliant with legal regulations like the EU’s GDPR laws.
Investing in a user-first marketing strategy like first-party data collection can lead to radical consumer confidence and big-time global growth.
3: Invest in Human-First Brand Experiences
To stay ahead of the trend curve, digital marketers also need to consider making the shift to a human-first brand experience. This means it’s increasingly important to build strong, authentic relationships with your future customers while instilling trust in your brand.
Why’s this customer centricity so important? According to estimates, the average internet user sees up to 10,000 digital ads per day – which is an astounding number. It’s no wonder that most people have learned to put on their blinders and tune out most of the marketing campaigns they encounter every day.
Along with the sheer volume of advertisements, many consumers have grown tired of the intense and invasive tracking that companies use to leverage their consumer data. So for those of you wondering why that ad you were served about a leather sofa just so happened to match your earlier conversation, you aren’t crazy. Home assistants like Alexa listen to users’ homes 24/7, with few limitations on what companies like Amazon can do with this very personal data.
In the 2022 Global Marketing Trends Report from Deloitte, researchers found that grounding your marketing in authentic brand relationships (without listening in on personal conversations) can help stave off distrust and pay dividends on your ROI.
Companies that shy away from in-depth consumer data tracking while still bringing value to the customer, were consistently ranked as the most helpful and trustworthy. These relationship-centric marketing strategies “give”, like a special discount or a timely offer, while asking for a reasonable amount in return – just an email, no invasive data.
1.) As you scale your marketing efforts globally, always be cautious and transparent about any consumer data tracking, regardless of whether or not you legally have to be.
2.) Make sure your content marketing offers value for potential customers who interact with your brand.
Instead of talking “at” your audience with ads, think about building strong customer relationships by nurturing your audience through value-added prompts and data privacy.
The Bottom Line
As you scale your marketing efforts around the globe, it’s important to invest in partnerships that can help achieve your goals. That’s why we recommend Localize.
The Localize TMS helps you streamline localization, helping you create tailored content for your international audience easily and faster than ever. Plus, Localize is fully compatible with data privacy laws like GDPR, HIPAA and more. We help companies like yours go to market quickly while staying aligned with local data laws, shifting global markets and tailored content.