Don't let online marketing be spoiled by language barriers

Share this content:

The Web has evolved over the past decade from a set of static sites into a search-oriented online experience dominated by Google, commerce sites like Amazon, gaming environments like Zynga where micro-commerce flourishes and a social network dominated primarily by Facebook. All these environments provide marketers information to target visitors on the basis of all sorts of demographic information. One thing, however, has not changed: Unless the marketer and the customer understand one another, there is no message that has hit home.

This is all the more important today since the Web is on its way to evolving from an environment where the primary language of communication is English to one where English is only spoken by a minority of visitors. Research shows that if content is presented in the native language of a visitor, engagement increases as evidenced by clickthroughs or time spent on the page. Increased engagement results in increased commerce or affinity to the business.

To achieve these goals of reaching customers, businesses need to consistently follow these simple rules:

1. Make all content that is appropriate to a channel available to a customer: Don't be selective – let the consumer decide what is important to them.

2. Ensure that the content is available in the language of the customer: pre-translate all content that you are publishing.

3. Make the content natively findable in the language of the customer: Ensure that content and keywords are translated to make the content findable and searchable.

4. Respond to customers in their language: Ensure that the tools used for sentiment analysis can translate a user's feedback for analysis and decision making. Integrate translation into e-mail and chat to ensure a continuous channel of communication with customers.

In other words, engage consumers where they are and in their language.

Swamy Viswanathan is Language Weaver's VP of products and marketing.

Loading links....
close

Next Article in Marketing Strategy

Sign up to our newsletters

Company of the Week

We recently were named B2B Magazine's Direct Marketing Agency of the Year, and with good reason: We make real, measureable, positive change happen for our clients. A full-service agency founded in 1974, Bader Rutter expertly helps you get the right message to the right audience at the right time through the right channels. As we engage our clients' audiences along their journey, direct marketing (email, direct mail, phone, SMS) and behavioral marketing (SEM, retargeting, contextual) channels deliver information relevant to the needs of each stage. We are experts at implementing and leveraging marketing technologies such as CRM and marketing automation in order to synchronize sales and marketing communications. Our team of architects and activators plan, execute, measure and adjust in real time to ensure the strategy is working as needed and change things if it's not.

Find out more here »

DMN's Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here