Strategic framework for digital marketing localization: advancing the standardization-adaptation debate in international marketing strategy

Purpose This conceptual paper responds to the evolving needs of international marketing strategy (IMS) by proposing a theoretically grounded Digital Marketing Localization Framework (DMLF). The framework revisits the standardization versus adaptation debate, emphasizing its relevance in digitally mediated environments. Design/methodology/approach A structured literature review was conducted in Scopus, Web of Science and Google Scholar (1983–mid-2025) pertaining to IMS frameworks, digital platforms, cross-cultural behavior and decision-making models. Several peer-reviewed articles and book chapters were included, while studies limited to traditional media or the B2B context were excluded. This synthesis incorporates key classical debates regarding IMS, and advances in digital ecosystems, personalization and cultural engagement. Drawing on an interdisciplinary approach that blends theoretical constructs from interrelated fields, this paper develops a structured, multi-dimensional decision-making framework. Findings The study highlights the importance of integrating cultural sensitivity, platform-specific dynamics and algorithmic personalization into IMS theory. It addresses gaps in pre-digital frameworks by offering actionable insights for navigating the complexities introduced by digital platforms and cross-border data governance. Research limitations/implications As a conceptual study, the framework requires empirical validation through future research. Our paper outlines testable propositions and methodologies to evaluate the effectiveness of DMLF across diverse markets. Future researchers need to focus on examining the unresolved tensions between; AI-driven efficiency and culturally embedded authenticity, automation compared to cultural sensitivity, standardization logic compared to adaptive learning, algorithmic optimization compared to managerial judgment and their impact on local decision-making. Practical implications The DMLF provides actionable guidance for marketing executives to balance global coherence with local relevance. It enables organizations to systematically evaluate digital localization options, ensuring decisions are guided by contextual insights rather than intuition. Originality/value This research contributes to IMS by adapting foundational debates to the complexities of digital globalization. It offers a comprehensive framework tailored to internet-enabled international operations and proposes an agenda for empirical research that aligns with IMS’s broader shift toward analytical rigor and theoretical innovation.