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Any professional marketing specialist would agree that localising your marketing strategy can produce greater results in terms of brand recognition and recall.
A study by UK-based language solutions company KeyPoint Technologies says approximately 75 percent of consumers opt to buy products that are in their native language, while 70 percent of Japanese consumers only patronise websites that are in Nihongo, their local language.
With a localised strategy, you can establish a more personal and direct relationship with your target audiences in a certain country or region, as compared to implementing a broad, global approach.
In addition, as language is a huge factor in localisation, this ensures that you will get your message across more effectively, as audiences relate better and quicker to slogans or taglines in their own language. It also helps guarantee that your branding and message will not include anything that might be offensive in the language of your target market.
As of 2017, Arabic is the sixth most spoken language in the world, with about 422 million people speaking Arabic. If you are a business or company in the UAE – a country whose official language is Arabic – it only makes sense to localise your brand and marketing tactics, especially when it comes to digital marketing.
Mohammad Baset, head of the Arabic Marketing department of USEO, explains the rationale behind incorporating Arabic marketing in your digital marketing plan.
In Dubai alone, print advertisements for magazines and newspapers can amount to 3,000 Dhs to 12,000 Dhs per month, while fliers and brochures can set you back by a minimum of 6,000 Dhs.