Do your paid media campaigns need localised personas?

James Galilee

Posted by James Galilee 17th April 2020 Tips and advice

Tips and advice
localised personas

If you’re familiar with our blog, you already know that localisation for paid media advertising is essential. As we’ve discussed in the past, localisation should go much further than simply accommodating the linguistic quirks and cultural intricacies of your market in your ad content – your target audience personas should often be localised too.

The nuances of customers can be entirely distinct from market to market, so it’s essential that you know these. Getting familiar with your audience in this way enables you to understand what their query is, and provide the right solution. This will result in the best conversations possible, leading to a significantly higher chance of conversions and sales – and, therefore, business growth.

However, localised personas are only required for some brands. Here, we explain what influences whether you need them or not. 

When you need localised personas

Localisation gives you the opportunity to take into account all the ways in which your market differs. It’s essential if your products or services themselves are localised.

Let’s take soft drinks as an example. You can go anywhere in the world and buy specific brands – and only in some countries would you notice a difference in taste. In the UK, the Soft Drinks Industry Levy meant that many drinks manufacturers opted to change their recipe to avoid the new tax. This altered the taste. It had to be localised for the UK specifically.

This is part of the broader market environment that’s crucial to understand if you want to know your audience. But you’ll want to bear in mind how your audience reacts to the environment too. 

In response to the sugar tax, Coca-Cola chose not to modify their specific formula. They did their research and determined that their consumers would prefer to have the original flavour, even if it meant paying a higher price. If they hadn’t looked into their audience’s needs and wants, then the alternative likely would have been cutting their sugar content – something which could have been completely catastrophic for their UK brand.

Examples like these show how truly valuable localisation is. With no two markets being the same, their behaviours are localised, necessitating a highly localised product and audience persona.

When you don’t need localised personas

On the other side of the coin, there are some products that are offered in exactly the same way anywhere in the world.

Computers are a good illustration of this. Whilst of course there are specific brands and devices that are only sold in particular countries, so many are sold worldwide. You can buy a PC from a brand in America, and it would likely be identical to one from the same brand in Europe. Perhaps there would be slight differences in language use, but the actual product is – more commonly than not – homogeneous.

In this instance, you wouldn’t need a localised persona. However, what you would need is a buyer persona. There will still be certain factors that influence who purchases what, and this will require extensive research. It doesn’t matter if the market is homogeneous, if you risk making assumptions rather than taking the time to look into your audience, you could end up isolating them.

We can conclude, then, that localised personas very much rely on your industry and product or service. The really important thing to remember here is that, even if you don’t have a localised offering, you’ll still need to localise your advertising. It doesn’t matter if you’re asking them to make the same purchase, the way your target audience will respond to the ask will completely differ depending on where they are in the world.

Advertising that accelerates businesses

If you don’t localise your paid media, then you could potentially offend your audience, or end up investing lots of money into advertising that doesn’t deliver results. If you’ve found difficulty with ads bringing the same success in new markets, then this is almost definitely the reason. Localisation really is the key to success.

And it’s also the heartbeat of Clickoo. From the very beginning, we’ve been applying regional insights so that every paid media ad we produce – along with the wider strategies behind them – reflects the audience our clients are targeting. This isn’t just their language, either. We take into account audience insights such as how they purchase, as well as the wider market environment they’re in, including search trends. 

Through us, you can ensure that your paid media advertising connects with your customers on a truly human level. You’ll have access to our years of experience and extensive knowledge, meaning that you don’t have to do any of the work required for localisation yourself. Instead, you can focus your efforts on your own areas of expertise and watch your business grow.

Create the most hyper-targeted campaigns with Clickoo, and allow your brand to cross boundaries – no matter how ambitious. Speak to our friendly team today

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