Marketers preach the importance of localisation – yet many not backing it up

As marketers increasingly look to segment their customer base into smaller and smaller distinct units, localisation becomes a key part of any country spanning campaigns. Ask any marketer about localisation and they will likely tell you that is an important way of engaging consumers. A new survey by translation technology and services company SDL, however, shows that there can often be a discrepancy between what is said and what is done. While 94% of the marketers surveyed agreed that un-localised content can lead to negative consumer impressions of a brand, 25% are not localising their own content.