in an increasingly global marketplace, organizations must successfully engage
with their customers in relevant ways. This includes delivering a digital
customer experience that takes your customers’ cultural and language
preferences into account. Following are seven reasons why you may want to
make localizing your digital customer experience a priority:
#1 – Localization Paves the Way for Sales
marketing is acknowledged as essential for business growth and profitability
but according to a CMO Council Study, 50% of marketers say they are underperforming
in this area leaving much room for improvement.
#2 – Localization Leads to Greater Customer
this same CMO Council Study, localized marketing strategies and programs result
in greater customer relevance, response and return, better customer
conversations and connectivity, and improved loyalty and advocacy.
#3 – People Prefer to Purchase in Their Own
a Common Sense Advisory Group study, more than half of consumers surveyed
indicated that they only buy on websites where information is made available to
them in their language.
#4 – Language Influences Important
The same study
revealed that language influences important purchasing decisions more heavily
than less important purchases. For
example, over 85% of respondents felt that having information available in
their language was critical when evaluating insurance or other financial
#5 – The Internet is No Longer Dominated by
that English speakers make up the largest percentage of internet users, but that
percentage is less than 30%. Rounding out the top ten languages used on the web
are Chinese, Spanish, Japanese, Portuguese, German, Arabic, French, Russian and
#6 – Localization Isn’t Just for the Large
is not just the province of large-scale global corporations that compete in
many regional markets in many different languages. Even regional companies serving a diverse
customer base can create value and improve the digital customer experience by
providing digital content in users’ preferred languages.
#7 – Investments in Localization Have
investments that organizations make in localization can pay strong
dividends. According to a paper put out
by the Localization Industry Standards Association, $25 was returned for every
$1 invested in localization.