News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
UK businesses failing to provide websites in foreign languages
An ethnocentric attitude among business owners is leading to potential loss of revenue, particularly among business to consumer companies, according to new research findings released by UK-based translation and transcription services firm Global Lingo.
In 2011, a Eurobarometer report, 'User Language Preferences Online' (.pdf), revealed that just 18% of consumers would buy products online from a website in a foreign language. Furthermore, 45% said they never use a language other than their own online and 44% felt they were missing out on "interesting information" because websites were not in a language they understood.
Yet, when Global Lingo recently surveyed just over 1,000 UK-based business owners about whether they would consider using a language other than their native tongue when expanding overseas, 32% said no - they would feel more confident trading purely in English.
In fact, of that third, over half (55%) were of the opinion that English was the only language they need consider using since it was the "international language of business". Not so, says Global Lingo managing director Richard Michie. "This is simply not the case, particularly for those selling directly to consumers, and many could be missing out on a great deal of potential business by not taking the time to communicate effectively with their target audience. After all, would you feel confident purchasing a product or service that claimed to deliver in the UK, yet communicated entirely in Italian?"
A major barrier to providing a website and other marketing materials in a language other than English was the expense, cited by 36% of respondents, while just over a quarter (26%) felt "nervous" about doing business in a language with which they were not familiar.
To boost UK trade overseas, and promote awareness of the benefits of engaging with consumers in their native tongue, Global Lingo is offering the first 100 UK businesses to contact them up to 1,000 words of free translation, or a 1,000 word credit towards a larger project.
Image via Shutterstock
- Ad Roundup: Partnership, integration to bring brands more
- Report: Super Bowl ads drove traffic into stores
- Top tips to reduce involuntary churn
- Smart Glasses that look like regular specs will invigorate market
- Less than 1 in 5 CRM managers feel they contribute to business revenues
- Forecast: Retail to show steady growth through 2017
- Report: Mobile CTOs down YoY
- Report: Desktops still lead online spending
Featured White Papers
- Learn Why 83% of Advertisers Are Reporting Superior Outcomes With People-Based Ads
Traditional digital display advertising doesn't work. The information in this report is based on an online survey of 350 senior...
- 2016 Email Marketing Metrics Benchmark Study
To build a world-class marketing program, it's crucial to compare yourself to the best performers - but competitor data can...
- 10 Ways to Use Customer Lifetime Value to Reinvent Your Marketing Strategy
CLV insights can help you to attract high-margin customers, target clusters of customers with untapped value, and retain high-value customers...
- 16 Innovative Loyalty Programs of 2016
Engaging customers in a loyalty program is no easy feat. Read how 16 brands grabbed headlines in 2016 by launching...