Standardization is a marketing strategy aimed to create uniformity in order for offerings to be viewed the same across all platforms. Standardization refers to companies using the same or similar marketing materials regardless of cultural or linguistic diversities amongst the audience being targeted. This form of marketing develops a cohesive appeal allowing consumers to develop a trust in the brand and products. Buyers are fully aware of what they are purchasing regardless of the language they speak or where the product is being purchased. Standardization has it’s advantages, however the rapid growth in diversity within our population has companies leaning towards more modern marketing approaches. Marketing 50 years ago was completely different than it is today, the demographic was less peppered with people from all parts of the world, so taking the standard approach paid off. Currently there are 350 languages spoken in the United States, that’s a substantial amount of linguistic diversity. Taking the same approach to marketing and hoping to appeal to many different consumer markets is no longer the best approach.  


Localization shapes the view of your brand in order to entice and attract diverse consumer markets, it is the process of adapting a product or service to a particular language, culture, and desired local. Localization goes beyond simply translating content, it includes the selection of culturally appropriate images and colors as well as formatting and adapting text to be visually appealing to your target audience. Localization brings your customized marketing message to life in another language and culture in order to gain brand recognition from diverse consumers and boost sales. Despite the size or type of business you’re operating, you can benefit from localization services. If you’re interested in gaining a competitive edge and having more than one avenue of revenue, localization should be your next marketing investment. Consumers appreciate the option of reading information regarding your offerings in a language they understand. Common Sense Advisory reports, 56.2% of consumers said being able to read content in their native language was more important to them than price of the product. This statistic tells you there are people waiting to pay top dollar for your products or services, they just need to be able to read and understand information about what they are buying and localization does just that.

Modern Society is More Diverse Than Ever Before:

With the evolving demographic, faithfully pushing your products to one target market can mean you’re leaving several markets untapped and missing out on opportunities that will increase revenue and gain return customers. There were a record 43.2 million immigrants living in the United States in 2015, making up 13.4% of the nation’s population. Neglecting the growth in diversity and failing to market accordingly, can leave your business lagging behind the competition. The following are population statistics reflecting the need for an implementation of diversified marketing strategies to accommodate the growing diversity in the United States.

The United States Census Bureau Reports:

New York:

  • At least 192 languages are spoken at home.
  • 38% of the metro area population age 5 and over speak a         language other than English at home.
  • One of the smaller language groups found there is Bengali, with 105,765 speakers.

Los Angeles:

  • At least 185 languages are spoken at home.
  • 54% of the metro area population age 5 and over speak a language other than English at home.
  • One of the smaller language groups found there is Indonesian, with 12,750 speakers.


  • At least 166 languages are spoken at home.
  • 22% of the metro area population age 5 and over speak a language other than English at home.
  • One of the smaller language groups found there is Ukrainian, with 15,850 speakers.

Understanding and acknowledging the immense amount of language diversity in the United States can help you to better accommodate non-English speaking consumers. Population shifts impact the needs of the people you do business with, it’s important to be aware and understand these shifts in order to stay ahead of the curve. Localization will help you capitalize on new and rapidly expanding diverse markets by clearly delivering your marketing message across cultural and linguistic borders.

Niki’s Int’l Ltd. is a WBENC-Certified Women Business Enterprise with 20 years of language service experience. A global network of highly skilled interpreters and translators are available 24 hours a day, 7 days a week for on-site, telephonic and video remote interpretation services. Our linguists are available in over 350 languages and dialects, and our network includes certified interpreters and translators. Our work is guaranteed with a $1 Million Errors & Omissions policy, so that you can be confident that your project will be completed with the highest level of quality and professionalism within the field. For more information contact us at 1-877-567-8449 or visit our website at

Leave a Reply

Your email address will not be published. Required fields are marked *

Post comment