The following is an insert from article published on DigiDay:DAILY by Swamy Viswanathan:

When marketing to global audiences, a company’s message must be clear, accurate and targeted to build consumer trust and brand loyalty.  Satisfied customers often result in repeat purchases and increased business ROI.  To make sure marketing messages are properly conveyed to different global audiences, translating content into their native language is essential.  And when it’s done properly, the benefits are immense.

Marketing content may be defined as any content that exerts emotional influence on a defined demographic in order to impact a desired behavior – usually a purchasing decision.  It’s a broad term that covers various types of content on a typical Web site. For ecommerce sites that sell physical products, product descriptions would constitute marketing content. For sites that sell services such as reservations to hotels or vacations, the description of the property or the delights of the vacation would be marketing content.

With the increasingly globalized nature of visitors on the Web, every site needs a strategy to ensure it communicates with its visitors in the manner that the visitors are most comfortable. According to a study by Donald DePalma of Common Sense Advisory titled, “Can’t read, Won’t buy: Why language matters on global Websites,” it’s important to make sure that content on a site is made available in the language that visitors to the site understand best. In other words, it is critical that all marketing content be available in the languages of visitors to the site.

To read more, click here or visit: http://www.languageweaver.com/page/view/lng/1460/976/64/

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