Locale of One: The Implications of Hyper-personalization on Localization

Track: Advanced Localization Management | AL7 |
Thursday, January 28, 2021, 8:00am – 8:30am
Held in: Auditorium
Jim Compton - RWS

The most successful brands of the world have harnessed technology to facilitate an entirely new method for marketing and service delivery: hyper-personalization, a model where a business focuses its value proposition on perhaps the smallest target market possible, an individual person. Classic localization models are based on the notion of linguistically homogenous target locales, but what if we thought of language entirely differently, as a personalization factor targeted to individuals? In this session we will explore what localization might look like if it were it to evolve in the image of hyper-personalization.

Takeaways: Attendees will be exposed to what is perhaps an unfamiliar but ultimately relevant concept; will be challenged to think about the status quo of their own business; and be inspired to come up with new value propositions and business processes in the context of hyper-personalization.