Opinions expressed by Contractor the contributors are theirs.
You are reading Entrepreneur India, an international Entrepreneur Media franchise.
Let me start this conversation with a question. Have you ever found yourself lost in a place (maybe a mall or a city) where you are not able to find your way around because there is a language barrier between you and everyone around you? How would you feel
Well, that’s exactly what a local language customer feels like when they’re on a digital platform that doesn’t speak their language.
Consider some thoughts in advertising or marketing currently being followed in the digital space that make local speaking customers feel rejected.
Scenario 1: Bomb the customer with information in a language based on their location rather than a language of preference.
We have come across a standard display of marketing strategies seen in various industries that involve “geographic targeting of customers”. To explain this, we have the regularized notifications or advertisements we receive on our digital platforms in languages âârelated to the area code or GPS trackers rather than customer preferences based on language. (Meaning your client could be from Kerala, preferring information in Malayalam who receives messages in Kannada just because they are in Bangalore.)
Results: The language barrier results in a lack of interest even among potential customers. It is a loss for both ends, both the trader and the customer.
Scenario 2: Perception that the local speaking customer is “illiterate”.
Here we have a strategy commonly followed on ecommerce sites where reviews are shared as pictures. This would mean that a customer would have to decide based on the displayed image rather than well-written text in the customer’s preferred language. Again, resounding aloud that the customer is unable to read a textual content review.
Results: All of this shows a lack of importance to the customer, which makes a local-speaking customer hardly feel valued on a digital medium.
Scenario 3: Use visual cues to meet a customer’s expectations for a digital experience or journey
For example, I was browsing a website that displayed several visual cues like “shopping carts and other icons and images to entice a customer to click the buy button.” It made me feel like I was back in kindergarten. I also thought that as a customer it only helped me browse the site and get instructions on how to shop but it left me uninformed. I felt like the attempt to keep your customer in the know about the product at hand was mismanaged. What if I have a question or want more information about the product in question? Where were the reviews that would convince me that I was making the right decision on a purchase? All of these questions went unanswered as I only had a few images and an unfamiliar language on the screen. This is exactly what any Indian customer would feel when they saw Greek and Latin as an unfamiliar language they barely knew and only had icons or pictures to help them navigate. the platform. In most scenarios, when queries are not answered on one platform, most potential customers go elsewhere to find them.
Results: An uninformed customer is a lost customer.
Considering the above situations, the questions that come to mind would be “Why should an Indian speaking customer be treated any differently from an English literate customer in a digital space?” “,” Why shouldn’t a customer be allowed to read or learn about products or information in a language he / she finds most comfortable? “,” What causes a local speaking customer to fall out of favor in the eyes of the digital industry? “.
Don’t you think that we all deserve to be fed information and to have the right to information in the language of our choice on any digital medium?
There is an urgent need to change digitization standards in terms of a person’s right to read in their local language on all digital media.
However, this is only part of the story, and there is another part that needs to be addressed.
The misconception: linguistic localization of digital media will help products sell.
Yes, most industries looking to localize their digital sources realize that if languages ââare adopted, the sale is made. The answer is no!
Adopting languages ââon an information platform or medium will help customers better understand your product or service. Yet before they know the same thing, they must “find the same”.
By simply tracking the localization of the language, marketing is not complete. The usual protocols or strategies followed for branding a product or service should be pursued to bring your target audience to localized platforms. The rest will be based on the position of the product or service in the market.
So, in conclusion, linguistic equality on the Internet would allow all Indian Internet users to find, educate and meet their needs and open doors to all industries to better serve their target audience with the information they want. need. Thus becoming a win-win situation for all!