In today's globalized world, businesses are expanding their reach beyond borders to cater to diverse audiences around the world. This means that digital professionals need to adapt their skills to ensure that their products and services can be effectively marketed and used in different regions. One such skill that is becoming increasingly important in the digital landscape is glocalization.

Glocalization is the process of adapting a global product or service to meet the specific needs and preferences of local markets. It involves taking into account cultural, linguistic, and other factors that can influence how a product or service is received in different parts of the world. This is an essential skill for digital professionals because it can help businesses to successfully launch their products and services in different markets.

Here are a few reasons WHY glocalization is a must-have skill for digital professionals:

1. It helps to increase customer satisfaction: By adapting a product or service to meet the needs and preferences of local markets, businesses can create a better customer experience. This can lead to increased customer satisfaction, loyalty, and ultimately, sales.

2. It enhances brand reputation: When businesses show that they understand and respect local cultures, it can help to enhance their brand reputation. This can lead to greater trust and brand loyalty among customers in different markets.

3. It can increase revenue: By effectively launching products and services in different markets, businesses can tap into new revenue streams. This can help to increase overall revenue and profitability.

4. It enables effective communication: Effective communication is key to successful marketing in different markets. By adapting messaging to local languages and cultural norms, businesses can communicate more effectively with customers in different regions.

5. It helps to stay ahead of the competition: As more businesses expand into global markets, glocalization can be a key differentiator. By effectively adapting products and services to local markets, businesses can gain a competitive advantage.

And here is an example of HOW glocalization is implemented. We'll use an example of a European business that sells face and eye masks and we're building a glocalization strategy for the China market. 

Marketing glocalization goes beyond just adapting the product; it extends to how you communicate your brand's message, where you engage your customers, and how you resonate with the local culture and sentiments. Here’s how businesses can build glocalization in marketing, with a specific emphasis on China and the use of WeChat:

Understand the Local Digital Ecosystem:

• China & WeChat: In China, the digital ecosystem is unique. While most of the Western world uses platforms like Facebook, Twitter, and Instagram, China relies on its own set of platforms, with WeChat being paramount.
• Actionable Steps: Create an official WeChat account to engage with Chinese customers. Offer customer service, push notifications, and even e-commerce directly through the platform.

• China & Festivals: Take China's numerous festivals, for instance. Celebrations like Chinese New Year, Mid-Autumn Festival, and Singles' Day are deeply rooted in the culture.
• Actionable Steps: Tailor marketing campaigns around these significant cultural events. For instance, special promotions or themed beauty masks during the Lunar New Year can resonate deeply with the local audience.

• China & Symbolism: The Chinese language is rich in symbolism. Colors, numbers, and even animals have specific connotations.
• Actionable Steps: Ensure translations are not just linguistically correct but culturally appropriate. For instance, using the color red in promotional materials can denote luck and prosperity.

1. Engage with Local Influencers:

   • China & Key Opinion Leaders (KOLs): In China, KOLs, especially on platforms like Weibo and Douyin (TikTok's Chinese version), have a massive influence on consumer purchasing decisions.
   • Actionable Steps: Collaborate with local KOLs for product endorsements, reviews, or giveaways. Their seal of approval can significantly boost product visibility and credibility.

2. Localize User Experience on Digital Platforms:

   • China & Mobile-First: Chinese consumers predominantly use mobile devices for online activities, and WeChat is a super app that integrates shopping, payments, and social.
   • Actionable Steps: Ensure your brand's online presence on WeChat is mobile-optimised. Use WeChat Pay as a preferred payment method and integrate mini-programs to offer a seamless shopping experience.

3. Stay Updated with Local Trends & Sentiments:

   • China & National Pride: There’s a strong sentiment of national pride among Chinese consumers. Brands that recognize and respect this can establish a deep connection.
   • Actionable Steps: Highlight collaborations with local businesses or artists. Avoid messaging that could be construed as disrespectful to Chinese culture or national sentiments.

4. Adopt Localised Pricing and Promotions:

   • China & Bargaining Culture: Though it's less prevalent now, bargaining has historically been a part of shopping in China. Consumers often expect discounts or deals.
   • Actionable Steps: Offer localized promotions, bundle deals, or limited-time discounts to cater to this expectation, especially during big shopping events like Singles' Day.

In essence, building glocalization in marketing, especially for a market as unique as China, requires a deep understanding of local customs, behaviors, and digital landscapes. By harmoniously blending global brand values with local preferences, businesses can craft compelling marketing strategies that resonate and drive engagement.