Making The Local Brands Global
2020 has truly changed the diagram of digital agencies. A new survey finds that COVID-19 has sped up digital transformation. However, having an integrated creative and digital marketing solution for every brand or business is the need of the hour. 2020 also noticed the rise in demand for local brands, especially, post the Government’s announcement of making the ‘Local brands Global’. In order to increase the call for local goods, brands are reaching out to these agencies as they aim to target large groups, resulting in a significant growth in digital industry. The 'Vocal for Local' campaign has changed how brands and businesses in India are using effective digital marketing techniques to communicate and establish themselves in the industry. Being an expert in the digital marketing domain and successfully running a communication firm for 10 years, I believe in having a digitally driven holistic approach for every brand and business.
Digital marketing is a priority and one of the most cost-effective ways for local brands; to not only reach bigger set of audience but also to compete with the already-established brands in the market. The service further helps the brands in creating demand for their products locally, aiming to expand the business globally. Nowadays, we have been noticing the rise in the expectations from brands and businesses to have a local touch with the use of local content.
However, it is important to find the right team that can engage local audiences and build tactics considering the demographic of the states, different languages, traditions, consumer behaviours, and so on. Hence, the communication strategy for every region should be focused and tailored as per the likes and needs of the end users. Having a universal strategy here, might fail to acquire the desired results.
I truly believe that it is vital for an organisation to challenge the brief, understand the objective and ask of the brand and be consistent in delivering an effective message with the involvement of right digital marketing strategies and tools. In order to have a local touch for the brand, it is equally beneficial to consider and engage local influencers i.e.; local knowledge by hiring people locally and other relevant factors. This will eventually help the consumers to relate to the brand and will definitely have an impact on the brand’s growth.
On the other hand, we have been noticing that young individuals those who are taking over their family businesses are highly focusing on exploring the relevant social media platforms for their ventures. The aim here is to gain maximum exposure for the business. With the help of social media, they are able to tap larger audiences having a personalised approach with a set amount of budget. However, adapting to these new age mediums is highly supporting the brands to have a long-term relationship with their target audience. The personalised method of responding to every single person who comments and interacts with the brand makes your consumers feel the importance of knowing that ‘someone is listening’.
