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
- Google's HTTPS ranking signal has little to no effect
- 'Huge landmark' as ecommerce mobile traffic overtakes desktop
- Happy birthday, email! Now, what can you do for me?
- Poll: Phone fraud tops $8 billion mark in America
- Webtrends: Top 3 tips to improve online bookings
- Driving website traffic revealed as retailers' biggest challenge
- Revenues from tablet games to triple in next five years
- Marketers must react to changing consumer behavior caused by technology
Featured White Papers
- Expert Panel: Brand Strategists Answer Top 5 Social Questions
During SXSW Interactive, we gathered a team of five leading brand strategists to answer the five most pressing social questions...
- The Truth About Cloud Security
"Security" is the number one issue holding business leaders back from the cloud. But does the reality match the perception?...
- 5 Ways to Personalize Beyond the Subject Line
Many marketers are still using batch and blast tactics for their emails and are often limited in their personalization efforts...