The online world presents enormous opportunities for digital marketing. Today’s consumers are always connected through mobile devices, tablets and computers, which provide new avenues for communication. Video, in particular, has become a critical component for capturing the global consumer market, with conversion rates not found in any other medium.
While English remains the dominant language online, its users represent only a quarter of the global market. Savvy online marketers tasked with growing their client’s sales base need to look beyond the core English-language demographic. By enlisting professional translation agencies to help access these markets and localize the message, a video marketing strategy can succeed, regardless of borders.
What’s at Stake
Over 90% of online video views are done by consumers aged 18 to 34. This demographic is considered the millennials, and are often the target group for marketers. Studies show that this group already spends over $20 billion annually, with a projected lifetime expenditure of over $10 trillion. With explosive growth, recently in Asia and Southeast Asia, those numbers swell even more.
Back in the U.S., cross-cultural marketing is equally crucial. Most major urban centers are reaching critical mass for multicultural populations. The key for marketers is tapping into the growing content-sharing media platforms that consumers use.
Tapping into the Multilingual Market
The online world has truly become a content-sharing one. Over 90% of mobile users share video content with their friends and family. Speaking to this market in its own language with quality translations services is now crucial for higher engagement. YouTube, for instance, has been a market leader in this area by serving 88 countries in 75 languages.
Language translation firms have become part of a growing industry that brings marketing and branding to a new level of sharing and success. As a visual medium, video is particularly ripe for utilizing translation to connect with consumers on their own terms.
The key is tapping into the motivated market by being interesting, informative, and relatable. People want to see themselves in an advertisement or branded message. When they do, they’re willing to spread the word in every language.
Strategies that Increase Click-Thru and Sharing
When it comes to translation, video enjoys a greater flexibility than other media. Since visuals are the primary component, modifying the language expression becomes easy with a professional language translation firm on board.
Techniques can be used that fit branding and budget in various ways:
- Dubbing Live Actors: Existing language is replaced by quality translations vocalized by a fluent actor.
- Subtitles: Translated text appears directly on-screen.
- Multiple Campaigns: Videos created in multiple original languages from the beginning.
- Narrated Animation: Translated narration in local languages differs from market to market.
If language service providers are consulted from the start of marketing campaign design, they can provide advice, direction, and translations. Their suggestions can save money while rendering focus on greater R.O.I in the long run.
The Numbers Tell the Story
Video on landing pages increases conversions by 80%. Including video in email campaign increases open rates by over 90%. Driven by mobile viewing, video is poised to become 80% of all consumer online traffic.
Almost half of consumers that view a video take further action in the digital sales funnel. In conjunction with already high content sharing rates on social media, product and service providers can exploit the digital world to take down the language barrier for greater market share.
About the Author: Morningside Translations is dedicated to bridging the gap between languages and cultures through translations. With their client-focused approach, they work across industries to help professionals using the best tools in the industry and by providing the highest quality translations.