MARKETING INSIGHTS: Does Your Web Site Speak in Tongues?
by Bob Chernet
I like to think that I can understand a bit of Spanish, French and German when necessary. But like most Americans, having the knowledge (and use) of a second language is not something we boast about.
Increasingly, whether we like it or not, the “melting pot” of America is speaking in foreign tongues other than English. In my neighborhood I routinely hear English, Spanish, Russian, Korean and Indian. These individuals have not only moved-in, but set-up shop and are actively doing business.
They’re not just selling, but they are buying: cars, lawnmowers, clothing, vacations, groceries, school supplies; you name it. They’re no different than you and me. They need and want things, and go to places that provide it.
Yet, have you noticed that they also prefer to go to stores that not only have their particular cultural or ethnic items, but speak in their language? For example, the Russian grocery in my area is a hub of activity; people chatting with each-other, buying meats and sharing stories. They feel comfortable there. Sure, they go to the “other” grocery stores and to Target when necessary; but being able to converse in a familiar language and comfortable surroundings makes things easier.
Now, step-back and look at the web site(s) you or your company are responsible for? Do people whose first language is not English stand to benefit by conducting business with these sites? The same can be said about your marketing programs. If it is appropriate, do you produce translated versions of ads, brochures and other media that is targeted to a specific language?
Today, if your marketing efforts and web site are only available in English, you’re effectively shutting the door on a large and growing audience segment.
Look around. Billboards are appearing in Spanish, Korean and more. Television stations are going on the air to serve Spanish viewers. Newspapers and magazines are popping-up in many other languages other than English, and are available almost anywhere.
With the increasing use (and importance) of these other languages in today’s society does it make business sense that non-English speaking people can be a natural part of your audience? More importantly: would they do business with you if you made it easier for them to do so?
A little extra effort, or re-adjusted marketing dollars might be well-spent if you’re looking at ways to effectively increase business for an audience that’s waiting for you to reach out to them.
Agree? Disagree? Have a success story? Have a question? Share it with me at: bob_chernet@viewmark.com
View a complete list of Bob’s Marketing Insights articles.
© 2008 Bob Chernet
Reproduction in any manner is unlawful, without the written permission of the author.
