Tag: Marketing campaign

Going Local: Using the Power of Local Languages to Increase Brand Reach

Since the 1980s, when the internet was first introduced to the world, English has been the universal language on the web. Over the years, the popularity of the internet has been such that it made English “the world’s second language.”

Be it creating a business website or launching a new digital marketing campaign, English was the go-to language. But brands across the world are slowly realizing the importance of using local languages to reach more potential customers and build deeper connections.

While English still is the language of choice when targeting countries like the USA, people in a country like India, with more than 19,500 mother tongues, might better respond when approached in their local language.

1. Growing Number of Indian Language Internet Users

According to a study by KPMG and Google, vernacular language internet users in India are expected to grow at a CAGR of 18% to reach 536 million by 2021. In comparison, the English internet user base is expected to grow at a CAGR of 3% to reach 199 million by 2021. In other words, out of the total internet user base in India, around 75% would be that of Indian language users.

Increasing adoption of smartphones in Tier I and Tier II cities and cheaper internet plans are some of the reasons that are significantly contributing to the popularity of the internet among Indian language users.

2. Improving Conversions with Local Languages

According to the “Can’t Read, Won’t Buy” global study by research firm CSA, around 72% of the internet users spend all or most of their time on websites in their local language. Similarly, as per a study on Quartz India, 7 out of 10 internet users in India prefer digital content in their local languages.

To increase digital conversions, brands need to focus on a lot more than just reaching people. Brand messaging should be as such that it encourages the audience to take action. The use of local languages is one of the most effective ways to reach people and build meaningful relationships, leading to improved conversions.

3. Achieving Business Objectives with Local Languages

Apart from increasing conversions and reducing bounce rates, local languages can also be innovatively used to achieve other digital objectives. For instance, region-specific language can help brands reach newer audiences with a lower CPA (Cost Per Acquisition), enabling them to get more value from their marketing budgets.

Content and advertisements in local languages effectively engage the Indian language internet users, helping brands collect quality leads with higher conversion potential.

Consider Localization Experts to Go Local

Using local language on websites or online ads requires a lot more than just using a translation tool. Brands should consider marketing professionals that understand the local culture and customer behaviors to unlock the potential of using local languages.

Prefer working with marketing agencies that have helped brands with similar localization projects to provide a rewarding and accurate local experience to the audience.

May 24, 2021
3 Ways in Which Social Listening Leads to Better Consumer Marketing
Today, social media users do not post brand feedback online simple to be heard; they expect to be listened to. Whether it is a complaint about delayed service with a national transportation provider, or a critique on the latest fashion product, more and more customers are choosing to express their feedback- the good, the bad, the ugly- online.

Simply put, social media is the newest medium of customer service, and every brand needs to tap into online chatter about their offerings to improve customer engagement and build their business. Social listening isn’t only about knowing what is being said about your brand, it’s about gaining insight and taking action based on it.

Here are three ways in which social listening can significantly up your customer marketing game:
- Being responsive to critique
Has an aggrieved patron tweeted about the poor quality of food at your food chain’s local branch? Or has a consumer praised the range of products you offer on discount? Regardless of the nature of the comment, it is important to acknowledge your customer and their opinions. Almost one-third of aggrieved customers express their dissatisfaction online, either by posting on the brand’s social media platform or tagging them in their personal posts. These complaints are there for all to see, hence, it becomes imperative that you render a simple yet genuine apology to not only retain that one customer but also prove your openness to feedback and integrity, and show what your brand stands for.

When you receive positive comments from customers, a simple ‘thank you’ and a request to tag their friends who may like the brand’s different offerings may get you more loyal customers.
- Publish user-generated content
If your social media handles only post ‘your’ content, the narrative is only between the brand and the customer. However, when you share posts from customers (with their permission), be it their testimonials or a picture of them using your product, the narrative begins to involve you, the customer, and their peers. Your brand seems more relatable and purposed for your customers. It is no longer just your brand promoting itself, it’s the customers.

Another aspect of user-generated content comes from social media influencers. When they use and recommend your product, it becomes an organic way of gaining more customers. Information and reviews shared by a peer are considered more authentic than those by brands themselves.
- Acknowledging customer inputs
Did you add another size to your apparel category based on resounding online customer feedback? Or did you develop a new flavour of ice-cream based on a customer poll? When you make changes to your brand’s offering based on online feedback, it shows that you are truly listening. The last step in closing this communication loop is acknowledging the consumer’s inputs in your brand’s decision to launch a new product, modify an existing product, change its conduct, etc. Treat them as a stakeholder in your venture, and give them the opportunity as well as appreciation for their inputs to inculcate brand loyalty.

As you embark on the journey of social listening, ensure you have the basics right- find the right platform for interaction, have a well-informed marketing team, right tools for tracking conversations, and a healthy repository of resource materials to share with customers. Speak less, listen more, and see the marketing magic happen!
March 27, 2020
E commerce sites

Search Engine Marketing involves changes to be done in the right way at the right time. Here, a good seo needs to have the ability and the vision to read the minds of the buyer with clarity and distinctness. With may be experience and practice a seo, can clearly predict what the buyers are looking out for and at the same time show what they exactly wish to buy for on the computer screen.

All changes though seemingly minor are extremely vital in pushing forth the targeted keywords to highly successful bided words and thus a highly successful marketing campaign. Generating reports on the basis of old keywords, new keywords, geographic location wise and any other change in trend irrespective of the degree of significance is of utmost importance…. these help in understanding the market and the forces which affect its behavior, which in turn go a long way in influencing the social media marketing strategy

With regards to ecommerce sites product description when displayed with product images works best and proves to be a good decision making tool. This effort not only leads to display of vital product information but enables the viewer to quickly compare two similar products.

Another critical point to make note of here is the display of items on the page should be crystal, clear and in uniform manner. Use of clear cut shapes and designs and use of few colors go a long way in enhancing the look of the product page.

Similarly the flow or the navigation of the website should be the user friendly to the highest degree. The user should in no way feel blocked or have reached a dead end while browsing for a product.

The final process of the viewer involves in purchasing a product online. The steps involved in him registering his/her choice and providing the essential personal details should be minimal and quick. At no point should he feel disinterested and bored, making him leave the payment procedure halfway.

E commerce sites are very much going to rule the market scene. For any marketing campaign on the Internet, what is crucial is an accurate understanding consumer behavior, a high degree of navigation within the website and constant reviewing of changing consumer behavior.

February 3, 2009

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