How Efficient Multilingual Content Opens the Door to Cross-Cultural Engagement
Friday January 6, 2023 - Posted by: Daniel Purnell
How to Successfully Engage International Audiences Using Cross-Cultural Marketing and Localisation Techniques.
In a world of increasing digital brand presence, the opportunity for businesses to reach a wider audience is growing exponentially and when it comes to internationalisation, there are real financial impacts of overlooking multilingual campaign investment. With more than 72% of online customers browsing the internet primarily in their native language, it is now more important than ever for businesses to ensure that they are effectively reaching all their target demographics in their language.
More precisely, it has become crucial for brands to make a lasting impression on customers through the effective use of language, format and imagery; all of which must seamlessly resonate with a native audience (Performance Production). Successful brands will be able to build stronger connections with consumers through the use of expert cross-cultural marketing techniques (multilingual SEO, international PPC, ethnographic research etc.) and consequently generate higher conversion rates, superior brand advocacy and customer retention.
It has also been proven that the effective use of language can trigger an emotional response and create a deeper bond with consumers; studies have shown that readers are more likely to have a stronger emotional connection when interacting in their native tongue*, contrasting with a more logical reasoning when working in a non-native language. The driving factor behind strong brand advocacy is an emotional brand connection and positive customer experience. In essence, this means that higher customer conversion rates are achieved by embracing a localised approach when operating in international markets – not just translating, but transcreating content to reach your specific market demographic.
What is transcreation?
While translation aims at duplicating the original style, tone and intent of the source text to provide a facsimile from one text to another, transcreation is a creative method of adapting the style, tone and context of a message from one language and expressing it in another, an essential step in any cross-cultural engagement strategy to reach a wider audience. The purpose is to convey a message, which evokes a certain emotion so that consumers are more encouraged to purchase a product or service. Transcreation allows the creative freedom to convey this message more accurately across a wide range of international markets, and, when carried out effectively, the results are more than worth it.
76% of shoppers agreed that they are more likely to buy a product if it is in their native language.
A surveys carried out by the Common Sense Advisory saw that 76% of shoppers were more likely to buy a product if it is in their native language*. Localisation and transcreation services bolster a product’s positioning within a market and create improved brand awareness, advocacy and overall reputation. For this reason, it is crucial to implement an effective multilingual SEO strategy to acquire visibility across different markets, attracting more global traffic to your website and maximising long-term growth.
Despite the surge in digital growth opportunities following the pandemic, many companies have not yet risen to the challenge of an expanding international consumer demographic. As such, an increasing number of businesses are missing out on major opportunities to penetrate new markets simply because they lack the in-house expertise. Consequently, the decision to not invest in or attribute a suitable amount of resources to localisation, means that internationally ambitious brands are missing out on significant market growth opportunities and increased global sales.
A reward-bearing challenge
A common challenge faced by CMOs, Brand Managers and Localisation Specialists is keeping on top of complex international campaigns and multilingual content. Yet preparing a multilingual marketing strategy that leverages localisation to engage with a broader public is essential. Our linguists and content editors address target audiences in the right tone of voice, localising keywords and phrases while conveying the brand’s message for the local market by harnessing in-depth knowledge and understanding of cultural intricacies.
Needless to say, the majority of brands want to reach a global audience as this inherently increases their direct sales channels and brand reach, generating more customers and higher revenues across the board. The aim of global-minded Marketing Managers is to create successful and engaging content and campaigns that showcase the value of their brand and the products and services that they are promoting. If one campaign in English can seamlessly be transferred to another market which has relevant demand (see research and insights), why would any brand miss out on the opportunity to localise a campaign into more than 100+ languages?
Get in contact with Locaria today to find out how we can help your business to secure a future foothold in the global marketplace.
Author: Daniel Purnell, Marketing Manager
Co-author: Nicholas Rudd, English Linguist