Charlesworth: Why Global Marketing Falls Short and How Localization Helps

As scholarly publishing becomes more global, international reach alone does not ensure meaningful engagement. Authors work within distinct cultural, linguistic, and digital contexts; marketing that relies mainly on translation or centrally produced global campaigns often fails to resonate.

This session explores how publishers can develop localized marketing strategies that engage authors.

China serves as a key case study, as one of the world’s largest research communities. Chinese authors expect clear, locally relevant engagement delivered through platforms they use, such as WeChat and Zhihu. The session also examines how discovery and visibility differ in China, where generative search and knowledge platforms, including DeepSeek, shape behavior differently from Western search environments.

The discussion addresses practical challenges for marketing teams: distinguishing localization from translation, prioritizing markets, balancing central brand consistency with local flexibility, and planning and measuring activity in ways that reflect regional realities. Lessons from China will inform broader global marketing approaches.