UK brand and local market knowledge

Next’s marketing team’s choices to localize are thought provoking. An English and Russian page is offered to Estonia. It is completely understandable from a commercial point of view, since managing Russian-language content covers a large number of small markets in Eastern Europe, and the Estonian language will never pay off, but it is somehow sad to see the flag of our country above such language options. 🙁

On the level of emotions, it seems as if I have been marginalized as an Estonian (jessver, I sound like some genZ already…). There was even a small error regarding the brand and the purchase process was left unfinished.

Moral of the story: ad targeting in such sensitive markets as Estonia must be very precise and well thought out. If FB hadn’t offered me an ad in Russian, I wouldn’t have noticed the language dilemma at all and would be spending my time typing credit card numbers right now, not messing around on Reddit.