21. Localization Strategy for Business-to-Business Digital Marketing with a Focus on Industrial Metrology

The localization industry is one of the largest growing sectors globally. Internet traffic globally is increasing each year, and therefore localization is imperative to appeal to audiences across the globe. A strategy of English-only digital media is no longer appropriate when wanting to target global markets. Engaging a global audience on a cultural and linguistic level with many variants of localization available, deciding the best direction for a company can be very dependent on the sector and market in which it is based. A localization strategy of digital marketing material can be complicated when deciding what approach to take—especially in terms of the extent to which localization is undertaken. In B2B (business-to-business) marketing, especially in industrial metrology, a more centralized approach to localization of digital media can be favoured, whereas in B2C (business-to-consumer) a broader and more customized approach is undertaken, as these markets have a higher level of self-expression. The industrial metrology sector in particular, due to the nature of its market, can make localization strategies even more centralized with even less localization. Despite this, there are arguments to say that both the sectors would benefit from extensive localization especially when it comes to their website.