How Global Automotive Brands Use Localization at Their Digital Advertising Strategies

Abstract

Globalization is a process that increases economic, social, and cultural interaction worldwide. This process also contributes to the emergence and growth of global brands. Technological developments accelerated by globalization; While creating a digital world where borders disappear, it also reveals how important it is for brands to implement local harmonization through new media in their advertising and marketing planning. Today, the automotive industry is undergoing a major transformation with digitalization and technological advances. Global automotive brands are looking for ways to reach consumers more effectively, attaching great importance to digital advertising efforts. In this context, the strategy of localization and personalization is becoming an approach that automotive brands are increasingly adopting in their digital advertising efforts.

This article aims to examine localization, which is an effective strategy that global automotive brands apply in their digital advertising efforts. Today, the rapid spread of digitalization and changes in consumer behavior is driving the automotive industry to allocate significant budgets to social media ads, influencer collaboration, mobile advertising, and advergame applications. In this context, it is very important not to ignore local differences when conducting digital campaigns around the world and planning collaborations and sponsorships, because localized digital campaigns help brands to establish a stronger connection with consumers.