Class is in session, and it’s a goodie when you have expert insights on global marketing and localisation thanks to Magali Mas D’Amato.
Learn how to adapt your brand’s strategies across borders, balance global guidelines with local creativity, and understand the importance of cultural nuances in successful campaigns.
“Research is a very important part of it. Because if you don’t have the research necessary to do that, you might believe that a certain market is ready for a product and then realize that they aren’t right.”
Magali Mas D’Amato
ABOUT YOUR TEACHER 💛
Magali Mas D’Amato is a Marketing Consultant with 10 years’ expertise in social media and community building. Skilled in optimising strategies for B2B and B2C audiences, she has collaborated with leading brands across tech, beauty, luxury, automotive, real estate, finance, L&D, and e-commerce. She has spoken at conferences such as the International Social Summit in Barcelona, appeared on podcasts, and delivered corporate training sessions on social media engagement and strategy optimisation.
Find out more about Mags: connect on LinkedIn
Why Localization Is Way More Than Translation
You can’t just copy-paste your campaign into a new country and hope for the best!
Magali reminds us that localization means more than speaking the language: it means thinking like your target audience.
Spanish speakers, for example, speak in wildly different ways across Spain, Mexico, and Argentina. Even “global” phrases don’t always work everywhere. The magic happens when your messages reflect local customs, humor, and also how people interact with brands (sometimes, a cyclist picking up McDonald’s is more relatable than a driver).
- Look up common sayings, memes, or jokes in your target country before launching a campaign.
- Use local images, situations, or references in your content, not just translated text.
- Remember: A regional influencer knows what will (and won’t) hit the mark with their followers.
Testing, Learning, and Knowing When to Go Local
So, when should you jump into localisation? Magali says: tie it to a business goal, not just gut feeling.
Maybe your analytics show a rising Italian audience on your British page, or you’re launching in a new language. List your pros and cons, know your resources, and research by joining local communities or groups (on WhatsApp, Facebook, or LinkedIn).
Experiment slowly before diving in head-first, and always make your case clearly for senior stakeholders. Localisation takes time and teamwork.
- Start by researching local communities online: join forums, groups, or pages your target audience loves.
- Pitch localisation internally with real numbers, show the business case using your audience insights and predicted returns.
- If you lack local expertise, team up with creators, translators, or agencies who know the market best.
- Consider starting small (a single campaign, platform, or channel) and grow based on what actually works.