Since the 1980s, when the internet was first introduced to the world, English has been the universal language on the web. Over the years, the popularity of the internet has been such that it made English “the world’s second language.”
Be it creating a business website or launching a new digital marketing campaign, English was the go-to language. But brands across the world are slowly realizing the importance of using local languages to reach more potential customers and build deeper connections.
While English still is the language of choice when targeting countries like the USA, people in a country like India, with more than 19,500 mother tongues, might better respond when approached in their local language.
1. Growing Number of Indian Language Internet Users
According to a study by KPMG and Google, vernacular language internet users in India are expected to grow at a CAGR of 18% to reach 536 million by 2021. In comparison, the English internet user base is expected to grow at a CAGR of 3% to reach 199 million by 2021. In other words, out of the total internet user base in India, around 75% would be that of Indian language users.
Increasing adoption of smartphones in Tier I and Tier II cities and cheaper internet plans are some of the reasons that are significantly contributing to the popularity of the internet among Indian language users.
2. Improving Conversions with Local Languages
According to the “Can’t Read, Won’t Buy” global study by research firm CSA, around 72% of the internet users spend all or most of their time on websites in their local language. Similarly, as per a study on Quartz India, 7 out of 10 internet users in India prefer digital content in their local languages.
To increase digital conversions, brands need to focus on a lot more than just reaching people. Brand messaging should be as such that it encourages the audience to take action. The use of local languages is one of the most effective ways to reach people and build meaningful relationships, leading to improved conversions.
3. Achieving Business Objectives with Local Languages
Apart from increasing conversions and reducing bounce rates, local languages can also be innovatively used to achieve other digital objectives. For instance, region-specific language can help brands reach newer audiences with a lower CPA (Cost Per Acquisition), enabling them to get more value from their marketing budgets.
Content and advertisements in local languages effectively engage the Indian language internet users, helping brands collect quality leads with higher conversion potential.
Consider Localization Experts to Go Local
Using local language on websites or online ads requires a lot more than just using a translation tool. Brands should consider marketing professionals that understand the local culture and customer behaviors to unlock the potential of using local languages.
Prefer working with marketing agencies that have helped brands with similar localization projects to provide a rewarding and accurate local experience to the audience.
