Many marketers take their time when translating their website and collateral, such a webinars, brochures, or online videos. Those marketers are confident that English is the “language of business” and that even if a product is available internationally, an English-only voice will be enough to convince prospects to consider the product.
However, according to the report “Can’t Read, Won’t Buy“, research firm Common Sense Advisory found that 75% of customers prefer to purchase products in their own language. So, if a competitor has translated some information and you have not, you’re already a huge disadvantage.
The advantages of a localized website are obvious, but there’s something else that’s commonly getting ignored: the importance of localized mobile marketing.
Françoise Henderson, column writer for MarketingProfs.com reveals why marketers must consider localized mobile marketing, especially being in a global market.
As companies are still trying to develop their mobile advertising strategies, customers have already adopted mobile as the primary way of accessing the Internet. A study for InMobi discovered that global customers use their phones mostly online.
That presents an enormous opportunity for businesses that translate and tailor their mobile content for local audiences.
Mobile user acquisition firm Appia conducted a study about the benefits of localizing mobile ads to serve different regions (i.e. Spain, Germany, and France). There were controlled tests of mobile ads that were both localized and in English across those three markets. The ads were distributed across Appia’s network at the same time, and traffic was served evenly, based on real-time visits to a mobile app or website. The results showed that 86% of the localized campaigns outperformed over the English campaigns in both click-through rates 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%
Clearly, localized copy and create resonate with customers and prospects. However, mobile is a tricky medium. Businesses should build out personas for each of their potential customer type first, then work to establish what messages will work best.
The opportunities presented by mobile marketing are still just emerging, but consumers are already devoting a lot of their time online using smartphones and tablets.
The mobile environment is much different from traditional online or print outlets, demanding concise and brief ads that could be wholly different from a company’s traditional marketing tactics.
Mobile habits do differ from country to country. The things and experiences customers expect can vary wildly, depending on their location. The good news is that most of the data can be accessible through analytics tools.
A company that makes the most out of the mobile environment will be one that localized content for each country, culture, and customer — in real time. Appia’s study has shown the incredible revenue potential for localized mobile ads. When context is thrown into the mix, business opportunities will grow exponentially.
Localized mobile marketing is a new world, and the businesses that experiment with how to best connect with mobile users will have a great head start as this environment continues to evolve. It’s not rocket science, simply changing your tone and voice for your specific targeted audience, whether it be in your own country or internationally, speak in ways that will better engage with your audience.
Read the full article by Françoise Henderson.