The Localization of Marketing Channels is necessary for any Global Marketing strategy. As you aim to access an external market there will be additional conditions for a successful Global Marketing Strategy. A deep culture analysis is required to make sure your Brand Message is understood and welcomed by your target audience. You will need to have a clear vision about what is trending there, search habits, legalization, religions, habits, and other related market characteristics. Once you have a plan you can start customizing your Marketing channels based on that
What is Marketing Channel?
A Marketing Channel a way for a brand to communicate with its customers. This could be through a brand website, a physical store, Email, live chat, video, phone call or any other communication medium.
What is a Multi-channel approach?
A company uses multiple channels to spread their message about their brand. These channels are separated without any relation between them: it can deliver the same brand message across all the channels but can’t target the same consumers.
What is an Omni-channel approach?
Integrating separated channels together in order to provide a better user experience for your audience. Therefore, a user can switch easily between the channels of the brand without losing track of any previous interactions.
The above-mentioned definitions make it clear that the main difference between them is that Multi-channel focuses on their customer engagement. So by scaling channels to the maximum they can increase the number of people they would like to reach. On the other hand, Omni-channel is all about creating a consistent customer experience.
Comparison between both approaches.
| Multi-channel | Omni-channel | |
|---|---|---|
| Social Media networks | Multi-channel is channel focused. The main target is to increase followers, likes, comments and shares. | Omni-channel is customer focused. Main target is to increase the engagement with people who interact with a brand to make sure they get a seamless experience regardless of what channel they are using. |
| Customer support service | A user can choose phone call to start a customer support request. In case the same user decides to use Email, he will need to start from scratch to explain his request | A customer can start a customer support request using one channel like phone and continue the same request using another channel like email without the need to start all over again. |
Localization of Marketing Channels
From a localization perspective, the consistency of the translated content is crucial for Omni or Multi channels. But for Omni-Channel, User Experience satisfaction is mandatory and needs more than just accurate translations: The style, tone color, and UI design need also to be consistent. One of the good approaches to provide a better user experience for your customer is to apply agile localization management approaches while building your digital marketing strategy. Thus, your multilingual plans are overall consistent and cost-effective.
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