News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
SDL: Why language is important for millennials
We already know millennials look at advertising and content differently than Gen Xers or Baby Boomers, but the reasoning behind that - and another reason to market to millennials differently - is language. According to SDL 1 in 4 US millennials spending a language other than English at home while nearly half (46%) are 'more likely to purchase' from brands using their preferred language.
"All too often, language is an afterthought in an organizations' customer experience strategy," said Paige O'Neill, CMO at SDL. "Marketers now need to address the demands of globalization and ensure that their business speaks only one language - the language of its customers. Localization strategies must be adopted to address translation at a local level, but also the personal demographics of its target audience. In doing so, consumers will be compelled to share content and foster brand advocacy in their language of choice, giving marketers a competitive advantage and the ability to deliver the customer experience that truly defines their brand's voice, globally."
How can brands do a better job of meeting these diverse language needs? SDL offers these tips:
First, develop a language and cultural strategy for content creation. Using run-of-the-mill translators won't fill the need, so invest time - and money - into it.
Second, develop a localized strategy so that you're using the most relevant language, channel and device for the millennials in different states, regions and countries.
Third, look for ways to expand your relationship - once these language barriers are breached.
"Expand the relationship well beyond the basics," writes SDL. "Creating transparency and accessibility to a wide range of self-service assets encourages customers to come back for more, keeping your brand top-of-mind."
Image via Shutterstock
- Study: Retailers aren't ready for next-gen tech
- Expert Advice: Invest in Near Field Communications
- Top struggles for email marketers
- Campaigner suggests marketers reset campaigns not just clocks
- Brands: How to use in-memory tech to increase personalization
- Study finds mobile payments high on consumers' minds
- Does Facebook really pose a threat to YouTube?
- In a digital age Out of Home advertising memorable and complementary
Featured White Papers
- CRM and Marketing Automation Integration for the Ultimate ROI
The number of companies using marketing automation will increase by 50% by 2015, according to research from Sirius Decisions. But...
- The 5 Worst Things a Creative Can Say
Among the common phrases used in creative services teams there is a group that are deceptively harmless because we hear...
- 5 Ways to Ensure your Social Brand Gets Noticed
In the world of social sponsorships today the key to success is not just awareness but recognition. The path to...
- How Marketers Can Earn Respect at the Revenue Table
Your CEO might not care how many emails you sent last week, but they do care about revenue. To earn...
- How to Create a More Social Business
Download this whitepaper to learn about the current state of social media adoption and see where the most innovative companies...
- The Definitive Guide to Duplicate Listings
In the Local SEO biz, we spend a lot of time dealing with duplicate business listings. Duplicate records of your...