- According to TRAI report less than 30 percent of the Indian population is estimated to be fluent or comfortable in English.
- Based on a survey of more than 3,000 global consumers in 10 non-Anglophone countries in Europe, Asia, and South America, 75% prefer to buy products in their native language. (Source: Can’t Read, Won’t Buy: 2014 by CSA Research)
Reports and data from around the world are highlighting the importance of making multilingual marketing a priority to optimize consumer and customer engagement.
With increasing dependence on mobile devices for daily communication, and user expectations to communicate effortlessly on mobile, the need for an intuitive, multi-lingual and extensible solution across platforms and devices is more critical than ever before. There is a big opportunity to tap a wider user base in a variety of vernacular languages to aid users’ comprehension and increase their comfort factor by reaching them in their preferred medium of communication.
Businesses must focus on offering localized solutions on digital media to have a critical advantage over traditional e-commerce and m-commerce market models that have not yet integrated localization in their mainstream strategy.
Localization for User Acquisition and Engagement
Personalization and localization will no doubt create higher level of engagement as brands and businesses branch out in the global economy.
In digital marketing, personalization of targeted messages is positively associated with relevance and perceived credibility of advertising messages. That’s one reason why contextual information is increasingly becoming the core driver of mobile innovation. Adding language intelligence to hyper-context helps create new customer relationships and makes a pivotal contribution for increasing cognitive value of mobile advertising, flow experience and engagement.
Brands and services can accelerate local and global market acceptance through meaningful communication with multilingual audience in their language. Data and reports have shown that customizing and localizing for your user base can dramatically increase engagement and the possibility to gain millions of new loyal customers.
According to a study by Appia, 86% of the localized campaigns outperformed the English campaigns in both click-throughs and conversions. The average click-through rate for the English campaign was 2.35%, with a conversion rate of 7.47%. Meanwhile, local ads had a click-through rate of 3.34%, with a conversion rate of 9.08%.
When aiming for localization, it is important to know that localization is not translation. Localization requires a broader view of the cultural situation. Marketing creatives must consider adding a local touch or cultural spice to flavor the offerings. Being culturally aware on the terminology, expressions and cultural preferences is essential for a successful digital campaign.
Opportunities are being missed by not utilizing the local language preferences of users when viewing online or mobile content. Brands and businesses must realize this huge potential to reach to their consumers in real-time by localizing mobile advertising campaigns.
Xploree’s Language Intelligence
Xploree Search and Discovery Platform is powered by KeyPoint Technologies (KPT), is the leader in innovative language technology offerings for mobile consumers. KPT has redefined the mobile consumer engagement & experience across platforms, devices by leveraging their core strengths in artificial intelligence & natural language processing. KPT recently introduced India’s first Indic keyboard, Lipi, on Android devices. Lipi supports 25 major Indic languages and 11 transliterated languages like Hinglish, Marathinglish, Punglish, Banglish, etc. which will empower local audience to communicate in their preferred dialect.
With language intelligence and hyper-contextual reach, Xploree will serve as an effective interface between brands/businesses and consumers delivering a positive user experience, increasing engagement and increasing conversions.
Contact us to know how a language intelligence solution like Xploree is better positioned to solve the problem of marketers needing proximity to user intent.