How does translation impact Digital marketing?

What’s new about Digital marketing?

                       Without a doubt Digital marketing is one of the most useful tool in today’s businesses as every  businesses is going online.

                  Pandemic made conventional businesses to implement Digital Marketing. One example that can describe how digital marketing  helped many small business is the “Home Bakeries”, these small units have been  highly benefitted with digital marketing as most of its marketing has been done  through social media and other digital methods. 

Popular digital marketers take on Impact of translation on digital marketing

The impact of language has been seen as a deciding factor for many digital  marketers, as people got an emotional connect with their native languages. Most  of the digital marketing agencies are putting efforts to connect their targeted  audience by using native languages. One of the famous digital marketer, the CEO  of momspresso.com expressed his view about the use of local language in digital  marketing as below : 

• Creating contents in local language can create a sense of loyalness towards  the brand as they have an emotional connect with the language. 
• 64% of customers are likely to buy a product online after watching a video  on its local language as people tend to recall the brand easily while buying a product. 

One report of KPMG on its take on Digital Marketing states that there is a growing  demand of content in native Indian languages as more and more people from tier  2 and tier 3 cities started using internet. According to the report 70% internet  users in India find contents that are in native languages more reliable as compared to English because they have a sense of emotional connect with their  language. 

According to popular digital marketers like Neil Patel and Pam Moore, about 360 million people of  world’s 1.5 billion English speaking population are native language users.

What you need to remember?

You need to remember the fact that people prefer looking for goods and buying them more in their native languages. So while designing a marketing campaign thinking about the language barrier and working  around it will take your company far beyond any borders. Localizing your content is the best possible way of accessing foreign markets today. It may be a translation of the website that you use, or you could might have to translate the program for your foreign audience or create multilingual documentation. 

Your goal as a business owner is to get as much success as possible. And it will be a great initiative to add another marketing strategy to your plan by using translation. 

According to Forbes in their regular magazine, they have pointed out  some merits of using digital marketing which are as a efficient tool for promotion and those merits are

Cost effective – Digital marketing is much cost effective than traditional promotion methods. 

• More target audience – Reach is more when promoted in social media and additional benefit is it doesn’t cost much.

• Brand awareness – With Digital marketing brand awareness is cake walk with few efforts.

• Lead generation – Generating leads is more effective as it has no fixed market. 

Let us see few of these merits in detail and few more to know how digital marketing help us:

Increasing Brand Awareness

Most of the time we spend time on social media. This makes social media an innate  place to connect with highly targeted potential buyers; which in turn can increase the brand awareness that your brand deserves.

Almost 60 percent of Instagram users have admitted to have come across new products on this social media networking site. This means that the customers not only connect or collaborate with brands that they already know about but also, show an interest towards the new ones that they might have discover on social media platforms.

We can create more Brand awareness well when it is in target users native languages. Results are far better when done solely in English.

Generation of Leads

Getting leads is a very important advantage of social media, as it brings in business.

Boost in Sales

 An efficient digital marketing strategy can bring in a lot of good business and opportunities for a brand. The number of people who use social media is on the rise these days. Social sales tools continue to evolve with every passing day. This makes  social media networks increasingly important for e-commerce and product search.

How much translation can help in increasing reach of social media?

By including translation as part of in social media marketing, you increase your social media reach 10 times you are having now. Example Amazon.

Engaging with Customers and Audience in their language

Social media platforms have become a wonderful opportunity for brands to directly interact with customers and vice versa. Traditional media was essentially a one-way street when it came to communication. But, social media allows for a dialogue between the brand and its audience. It is essential to stay active and answer the comments and questions on the brand’s social media posts in an appropriate and professional manner.

If you speak in a language that audience didn’t know there is no use even if you have great content and product. In order to share your content with audience, to engage with them, you need to reach customers in their language.

Here is how language translation serves as an important tool in digital marketing:

In general there are three stages Reach, act and convert. Let’s us know about them:

Reach

At the Reach stage, the customer is exploring their options and browsing the market to see what product or service meets their needs best. Marketing activities during this phase mainly focuses on building a brand awareness. One of the most essential parts of the Reach phase is to make the product or service visible to the customers on channels that they use to browse the market. Usually, this is via search engines such as Google, or on social media.

According to a study conducted by the European Commission, in the year 2011, 9 out of 10 Internet users said that, when given a choice of languages, they always visited a website in their own language.

By translating your website to avail your customer’s native language, you will have a better chance at the customer noticing your website over other competitors who may not have translated their website yet.

Act:

The second stage ‘act’ is where the customer has an awareness of your business. They  have seen your website in search results or through your social media posts. However, they haven’t  yet any proper engagement with you. At this stage, producing engaging, and relevant content for the target audience is likely to increase the number of visits and boost your social media following.

Presenting content in translated form to your customer’s in their native language opens new avenues to boost engagement, as nearly one in every five Europeans (19%) said that they never browsed in a language other than their own and most of the consumers spend most or all of their time on websites in their own language.

Convert:

After the ‘act’ phase the customer moves to the ‘convert’ section where the customer makes decision to purchase from your business. Though there are many factors that can influence a customer’s buying decision; A CSA Research found in their study, “56.2% of consumers said that the ability to obtain information in their own language is more important than price.”

Presenting content in consumers native language makes your work easy. It also allows them to properly understand key information about your product/service, which is not possible if presented in language they cannot understand.

Translation also allows brands to customise their marketing messages.

Engage:

Sales that resulted from engaging with customers through translated content, and relevant contents are more likely to make customers brand advocates and this is what the ‘engage’ phase is all about. Customers that turns into brand advocates means they will not only purchase repeatedly from you but also recommend your brand to others in the market, through word-of-mouth or just by sharing your content online. 

Popular Companies who are implementing Translation as part of their Digital marketing strategy

You name company or multinational brand from Hindustan unilever, Olay, myntra, many more. It is well known fact that these brands included native languages as part of their digital marketing. To get into details, is not exactly translation, it is called creative translation. Some forms of content needs localization.

Not just if you observe E commerce gain Amazon, they are localising their content, ads to reach every corner of globe.

Many times more than the brand we love the advertisements that appear on Tv or platforms, that’s the impact of language while doing marketing. Through which unknowingly consumer utilises product.

So, we can conclude from all the facts and findings that Digital Marketing is an efficient promotional option which has a huge growth potential and Regardless of other marketing materials, most businesses only use English. English, though is a great choice for many markets, but isn’t enough for businesses that are trying to interact with foreign markets .

As a result the language barrier may be holding back their online sales from engaging with new audiences around the globe. So, to meet your target sales goals, translation of your website and your content should be one of the tools that you focus on, in digital marketing. Inclusion  of translation will definitely attract more users as more users and enhance reach of your campaign which will impact your sales.

Want to know more about effective strategy in localising your digital marketing campaigns?

Do not delay, Naarg Data Media Services is here to support you in getting the finest translation.

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