multilingual marketing strategy

Vernacular videos for brand awareness – A case study

  • Pooja Manoj
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  • 2 January , 2019
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    • 2 min read

Ashok Leyland is a pioneer in the commercial vehicle space and is the 12th largest manufacturer of trucks and 4th largest manufacturer of buses in the world. Below is a case study of a video campaign we executed for them.

Objective

Being one of the leading manufacturers of trucks in the nation, Ashok Leyland wanted to honour and express their gratitude towards truck drivers for their love, support and unrelenting efforts. The brand was looking for an engaging video with an emotional connection to celebrate the true unsung heroes this Diwali. The objective was to bring out the fact that it is because of the tireless efforts of these truck drivers that the entire world can celebrate Diwali with great pomp and gaiety.

Our approach

Since a majority of the target group for Ashok Leyland are small business owners from the tier 2 and tier 3 cities of the nation, we took up a multilingual approach for better reach. Affordable data plans and drop in the prices of smartphones has led to an increase in consumption of vernacular content.  In this regard, adopting a multilingual marketing strategy is crucial as it has enormous power to influence the next billion internet users in India.  Since most of the truck drivers communicate in regional languages, we recommended a Hindi vox-pop video as the best medium due to its engaging and interactive nature. Hence, the video “Diwali Ke Asli hero Kaun Hai?” was born. As part of this vox-pop digital marketing campaign, people were questioned about various aspects of their Diwali celebrations. They were also asked to guess the people who worked continuously without taking a day off even for Diwali. The most common responses of the people were soldiers, doctors, milk vendors and security guards. Few respondents spoke about the role of truck drivers in transporting raw materials from various production hubs. Due to its conversational nature, the video was extremely powerful in recognising the valuable contributions of the truck drivers towards nation building.

The Reach

“Diwali Ke Asli hero Kaun hai?” was promoted on all the major social networking channels of Ashok Leyland with the hashtag #YehDiwaliBadiNirali. This was also one of the most trending vernacular vox-pop videos of 2018.  The video garnered over 2.5 lakh views across platforms with 3.1K comments and 400+ shares. Another highlighting feature of this video is that it was extremely successful in tapping the emotional chord of the audience. The viewers were enlightened on how happiness reaches them with the help of these truck drivers. The campaign has greatly uplifted Ashok Leyland into a socially responsible brand by throwing a positive light on the company and portraying it as a goodwill ambassador of its stakeholders.

These numbers are proof that multilingual marketing is the way to go. The reach of vernacular content and interactive nature of videos go hand-in-hand in widening your audience and telling your brand story. For more tips on how to rank your videos, read our in-depth article: YouTube SEO Tips: The Secret Sauce to Ranking Your Videos in 2019.


How multilingual ads generated high-quality leads & lower CPL

  • Ayesha Rafeeq
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  • 25 November , 2018
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    • 4 min read

As the saying goes – The only thing constant is change. Internet usage has evolved in India from being a mere medium to connect with friends to an expansive forum to grow your business and widen your reach. With the drop in the prices of smartphones and the introduction of affordable data plans by Reliance Jio, users from the tier 2 and tier 3 regions of the nation have joined the digital bandwagon and brands are leaving no stone unturned in targeting them.

However, when it comes to generating high-quality leads for your brand, just detailed targeting is not enough. Marketers need to find an emotional connect with the potential target audience to create a solid bond of trust and increase brand assurance. Keeping this in mind, we used multilingual advertising to help our real estate clients reach their target audience using Facebook marketing solutions. Keeping the vernacular approach in mind, we leveraged the reach and convenience of Facebook Form ads with the sole objective of lead generation. However, it was not just the ads that were vernacular, even the content in the forms was presented in a regional language to provide an end-to-end multilingual approach.

Regional ads resulted in 70% drop in CPL for Casagrand

Casagrand is one of the top property developers in the country with a strong presence in the south. In an attempt to promote their recent project – Casagrand Smart Town – we used Facebook to advertise the project. Since the project is located in Thalambur, in the IT corridor of Chennai, we targeted both people working in the region and those who are looking for investing options in the area. The project is smartly priced at Rs 24 Lakhs, making it a great option for first time home buyers as well.

To begin with, we ran English ads on Facebook which resulted in a high CPL. Understanding the target audience is also Tamil speaking, we ran the same ads in Tamil as well. The regional ads generated 3x the number of leads and the CPL was almost 1/3rd. This resulted in almost a 9x better engagement with the same investment. This only proves that targeting your audience with a multilingual ad strategy helps both the consumers and the marketers.

3 site visits and over 25% drop in CPL for L&T

L&T is a household name in our nation, known for top-notch residential and commercial developments that are landmarks of their own. L&T Praganya Eden Park is an integrated township located in Siruseri, with spectacular 3BHK apartments packed with new-age amenities and facilities. Again, since Siruseri is a hot destination for both IT professionals who travel to the locality every day for work and real estate investors looking for burgeoning areas to buy a home in, we targeted both the groups on Facebook through Tamil ads.

The campaign resulted in over 25% reduction of CPL with the average CPL of the campaign being 15% lesser than average CPLs in this micro market. Additionally, it generated multiple leads with 3 site visits.

20% increase in qualified leads with 15% walk-ins for Nisarg

Nisarg Greens located in Ambernath East, Mumbai, is one of the most coveted gated communities of the region with 1, 2 and 3 BHK apartments built in a luxurious plot of 25 acres. This property was promoted in Marathi to connect with the local audience and generate high-quality leads instantly. The price point of this project is attractive, making it a great buy for young families and those who have just started working. Consumers were targeted with an end-to-end multilingual marketing approach with both the lead forms and the ads being presented in Marathi. The campaign resulted in a 20% increase in qualified leads, out of which a whopping 15% contributed to walk-ins, and one successful booking!

64% drop in CPL and 75% increase in leads for Lancor

Lancor Lumina 2020 is a newly launched community enclave offering premium lifestyle 2 and 3 BHK apartments in the fast-appreciating locality of Guduvanchery. The project was promoted on Facebook in both English and Tamil ads. The English ads and Tamil ads were run one after the other and resulted in 64% drop in CPL and 75% more number of leads.

This case study is an important example of the power of social media marketing and multilingual advertising. However, it is vital to understand that multilingual marketing is not just about translation. It is about creating an end-to-end marketing strategy in the language your target audience is comfortable in. This is exactly what we offer at 22 Languages.

With higher sales numbers and lower cost per lead, Digital Marketing Has Transformed The Real Estate Industry. Don’t forget to check out our Comprehensive Guide For Digital Marketing For Real Estate for a more in-depth analysis.


Top 12 Vernacular Startups in India

  • Mrinali Fernandez
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  • 15 August , 2018
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    • 5 min read

A billion faces and a million tongues – there’s no better way to describe a country as culturally and linguistically diverse as India. According to the latest census, there are 22 major languages written in 13 different scripts and over 19, 500 dialects.

The recent and comprehensive ‘Year in Search’ report by Google India shed light on the way Indians consume content. With close to 450 million internet users, the report projects that number to go up to 650 million by 2020.

Taking advantage of affordable smartphones and low-cost data plans, India’s digital growth story has shifted from the metros to Tier I and Tier II cities.

Another April 2017 report by KPMG and Google showed two key findings:

  • Indian language internet users are estimated to grow at a CAGR of 18% versus English language users at 3%
  • 9 out every ten new users over the next five years will use the internet in a vernacular language.

Suffice to say these vast numbers clearly indicate a potential for vernacular content in India’s digital market and the overall growth of regional content online. Considering how these numbers can drive and impact digital use and revenue, there are now several startups that have chosen to focus on indigenous content to enable and accommodate India’s next billion Internet users.

Here’s a quick rundown of the top twelve vernacular startups in India:

DailyHunt

Founded in 2009, DailyHunt is one of India’s leading news and local language content platforms. The brainchild of former Nokia employees, Chandrashekar Sohoni and Umesh Kulkarni, DailyHunt is headquartered in Bengaluru and offers its users over 100,000 news articles in 14 vernacular languages licensed form 800 publication partners daily. Daily hunt also lets you advertise on their platform, making it convenient for marketers to target the right audience.

22 Languages

22 Languages is a platform that helps brands create content in 22 official Indian languages. With this, you can create ads, website ads, Apps and blogs in local languages. With a large network of native writers, this platform is perfect for brands that are looking to tap the next billion users with their multilingual marketing strategies.

ShareChat

In an attempt to leverage and drive the number of vernacular content users, ShareChat proposes to be India’s answer to Facebook, Twitter and similar social networking platforms. Headquartered in Bengaluru, ShareChat was founded in 2015 by IIT-Kanpur alumni Bhanu Singh Pratap, Farid Ahsan and Ankush Sachdeva. Similar to Facebook and Twitter, ShareChat enables users to post and share videos, songs, images and other content, as well as discover content that is topical and trending. Users can interact with content in several Indian languages including Hindi, Marathi, Malayalam, Telugu, etc.

Roposo

Roposo is a social media sharing platform that lets its users create images, video and other shareable content using editing tools. Based out of Gurugram, Roposo was founded in 2012 by IIT Delhi alumni Avinash Saxena, Mayank Bhangadia and Kaushal Shubhank. The app is currently available in 8 languages namely Hindi, Marathi, Tamil, Telugu, Kannada Gujarati, Punjabi and Bengali, for users to explore and expresses themselves in. Roposo further plans to introduce languages like Odiya and Assamese among others and state that users can share content on their app without the risk of their message being lost in translation.

Clip App

Similar to Roposo, Clip App is a digital media video sharing startup that lets users watch, create, edit and share funny videos and images in the local and regional languages. With over 97% of videos in India being consumed in non-English languages, this platform can be used to find and edit videos for a brand’s social media. The content created can then be shared on various platforms like Facebook and WhatsApp. The Bengaluru-based startup was founded in March 2017 by Ashish Gupta, Nav Agarwala and Swapnil Upadhyay. Clip App is available for download on the Google Play Store.

Vokal

Founded in 2017 by Mayank Bidawatka and Aprameya Radhakrishna, Vokal is a P2P knowledge-sharing platform that enables its users to ask queries and receive responses in the local language of their choice in the form of audio. The founders wanted to provide Indians accessing the internet in their vernacular, the chance to assimilate quality indigenous content.

BetterButter

Based out of New Delhi, BetterButter is a recipe-discovery platform that allows its users to discover and share local, regional and international recipes in their indigenous languages. Founded in 2015 by Sukhmani Bedi and Niyaz Laiq, BetterButter has a repository of over 50,000 recipes and videos. The site currently offers its recipes in Hindi, Tamil, Marathi and English and is gearing up to add Gujarati, Telugu and Bengali in the first quarter of 2018-19.

BetterButter’s Hindi service was launched in March 2017 and has seen more than two lakh hits, while Tamil reached over 25,000. Marathi, started in December 2017, saw over 5,000.

Vernacular.ai

It is safe to say that Chatbots are the next big digital marketing wave and a personal way of connecting with your customers. Using this strategy for your website can increase leads and help you understand your customers better. But what if your customers prefer vernacular content? That is where Vernacular.ai comes in.

It provides its clients with multi-lingual chatbots to help their users interact in their preferred local language. The AI-enabled startup utilises National Language Processing to create its products. Headquartered in Bengaluru and founded in 2016 by Sourabh Gupta, Akshay Deshraja and Manoj Sarda, Vernacular.ai’s chatbots enable businesses to provide their users with a seamless customer experience enhanced by Artificial Intelligence and multi-lingual support.

Samosa Labs

Samosa Labs is a chat entertainment app based out of Hyderabad and provides its users with a platform to create audio files and GIFs that can be shared across Facebook and WhatsApp and other social media platforms. In order to penetrate the regional language market, Samosa Labs gives its users the ability to create content in several Indian languages. It was founded in 2015 by Rahul Reddy Koora, Abhilash Inumella and Abhimanyu Pamulapati.

Lokal

Bengaluru-based local news startup, Lokal is the newest one to join the pack. Founded in July 2018 by Vishal Chaudhary and Jani Pasha, Lokal provides users with a platform to read local news based on their location and choice of local language. The news is delivered through a curated network of local journalists in a given area and freelancers. You can download the Lokal app from Google Play Store.

NewsDog

NewsDog is a news aggregator founded in 2016. It aims to provide Indian users with content in 10 different Indian languages. Based out of Beijing, the startup was founded by Maggie Ma and Forrest Chen and currently serves 50 million users.

Agrahyah Technologies

With Voice being one of the newest marketing segments poised for exponential growth in the near future, a number of companies are looking to ride that wave. Bootstrapped firm Agrahyah Technologies is one of them. Founded in Mumbai in October 2016, Agrahyah Technologies is the brain-child of Sreeraman Thiagarajan, Uppal Shah and Rushabh Vasa. The software company is a solutions provider for voice-first platforms like Google Assistant, Amazon Alexa, etc. Their suite of Indian language digital content, mobile apps and voice products aims to help the average Indian access the internet by removing the barrier of English.

Regional languages have the power like no other to truly connect with your target audience. For example, our YouTube channel Arrear Irundalum Career helps budding entrepreneurs to make it big in life with useful insights shared in Tamil. Check out one of our best-performing videos below:

India is a multilingual nation in the true sense of the word, and now startups and established companies alike are looking to tap into the power of vernacular interface and content. We at Social Beat, too, have witnessed first-hand the power of vernacular content by coming up with a ground-breaking social media campaign in regional content for our client Cholamandalam Finance.


Google case study – how a multilingual approach got us 90% growth in leads

  • Rhea
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  • 12 April , 2018
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    • 4 min read

With the Indian real estate space getting increasingly crowded, it has become a significant challenge for developers to differentiate themselves from their competitors. In order to stand out, real estate developers need to try something unique to gain the upper hand. With the tier II and tier III cities being active on the Internet and most of them using vernacular language to consume content, Casagrand formulated an innovative vernacular ad strategy to engage with India’s next billion internet users. Here’s how Casagrand utilised vernacular content in their ads as one of their key real estate digital marketing strategies to reach this market and achieve an incredible 90 percent increase in leads.

The Objective

Casagrand Builders is one of the biggest real estate developers in South India, with a large presence in Chennai as well as projects in Bangalore and Coimbatore. They are committed to building aspirations and providing homes that offer families the highest quality and value. Casagrand had two main objectives:

  1. To capture the mind space of potential buyers so they could stand out from their competitors
  2. To increase the number of leads, but drive down the Cost per Lead (CPL)

Sales Approach

In order to meet these objectives, we formulated a multi-targeted approach which would capture the attention of potential buyers at various stages of the buying process. This would ensure that Casagrand would occupy a high position in the consumer’s mind space and give it an edge over its competitors. To do this, we utilised three main strategies:

1. Localised Vernacular Ads

 

 

According to the Google and KPMG report, the number of regional language speakers online in India will reach 76 million within the next five years. As this audience base grows in size and influence, it’s important that brands start creating multilingual content targeted towards them. Casagrand capitalised on this opportunity and developed a regional language-focused approach in their marketing strategy. We identified the Tamil-speaking consumers as the primary target audience since most of Casagrand’s projects are located in Chennai. Based on this, we began developing vernacular ads in Tamil so we could reach out to these consumers directly. We used vernacular ads extensively for specific projects like Casagrand Uptown. Speaking to this regional audience in the language they were most comfortable with, Casagrand was able to develop a relationship built on trust and comfort with their target audience. This played a pivotal role in helping us generate high-quality leads for Casagrand.

2. Maximising the Potential of Google Display Network

We identified the Google Display Network as the most effective way to reach our target audience to create maximum impact. Google Display Network allows us to find the right target audience and deliver our message contextually. One of the tools we used to maximise reach through custom affinity audiences. Building bucketed Custom Affinity Audiences allowed us to reach out to our specific target audience to ensure the right people were coming across our message. Gmail Ads displayed at the top of a user’s inbox also proved very effective in creating awareness and generating leads.

3. Leverage Brand and Generic Searches

One of the most important ways digital marketing is transforming the real estate sector, is by creating brand awareness right from the initial stages of the buying process. As one of Casagrand’s primary objectives was to occupy the mind space of potential buyers, maintaining a high impression share across relevant keywords was very important. Through competitive bids on generic keywords (eg. 2 BHK apartments in Chennai), as well a brand-specific keywords, we ensured that users would continuously come across Casagrand’s ads in their search results. This helped increase the number of quality leads generated.

Results Achieved

 

 

Through this extensive and in-depth approach, we were able to generate an unprecedented increase in the number of leads for Casagrand. Our strategy of utilising vernacular ads helped grow Casagrand’s leads by 90 percent QoQ and also increased the overall click volume by 85 percent QoQ. Vernacular ads were extensively utilised in the Casagrand Uptown project marketing strategy, with 50 percent of total spends being allocated to Indic Display Creatives and targeting. This approach delivered significantly higher leads and a CPL that was 60 percent lower than that of normal display creatives. These results prove that vernacular ads offer massive benefits not just in terms of increasing brand awareness, but also in delivering higher ROI.

As the number of regional language users growing at a faster pace than English language users, they are quickly becoming one of the most important segments for brands to focus on. The phenomenal results Casagrand achieved by implementing a strong vernacular ad strategy is proof that brands cannot afford to ignore India’s regional audience. To learn more about our work with Casagrand, you can also read how we helped Casagrand generate a record 190 crores in revenue via Facebook.


Cholamandalam Finance and Social Beat tap vernacular content

  • Nandita Raman
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  • 12 March , 2018
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    • 1 min read

There is no doubt that reaching your target audience through vernacular content is one of the biggest trends of digital marketing. Though the early internet users in the nation are predominantly fluent in English, marketers have noticed that the current crop of digital-savvy individuals find multilingual content much more engaging and relatable. Keeping a tab on this trend, many brands have leveraged the reach of vernacular content to engage with India’s next billion internet users.

We, at Social Beat, took advantage of the reach of vernacular content and the engagement of video content to come up with a ground-breaking social media campaign for our client Cholamandalam Finance. Since the brand mostly caters to small-business owners and entrepreneurs from tier 2 and tier 3 cities, we targeted their audience with an animated video featuring the life lessons we can learn from an ant. The video was initially made in English and gained a traction reach of 409,609 with 3k shares. Seeing these numbers, we released the same video in Hindi which went viral.

The Hindi video currently has reached 2.2 million views with 94% of it being organic. Furthermore, 2 million of these views are unique. The post has reached 7 million users through 79k shares and 50k reactions. These stats are a testimony to the fact that the digital space is evolving and adapting itself to the needs and preferences of its new breed of internet users.

Need more convincing that vernacular is the need of the hour? Follow our Hindi YouTube channel Paisa Pujari for financial tips for individuals from all walks of life. Here's a video to get you started:

 


Growth of regional languages online: a KPMG & Google Study

  • Team Social Beat
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  • 24 August , 2017
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    • 6 min read

  • Only 10% out of the 76% literate population of India knows English
  • More than 234 million Indian language users online today

Surprising? These figures might sound counter-intuitive with so much focus on English given in digital media today. But it’s a fact that there has been a profound growth of regional content online. Consequently, this holds a massive implication for brands which are not leveraging regional languages for marketing their brand. With an anticipated CAGR of 41% over the next few years, the opportunity will only grow bigger. Taking that into account we have launched 22 languages. This website provides organizations with access to an audience of more than 50 million users nationwide. Companies can use a multilingual marketing strategy to showcase their products and services in over 22 languages through this medium. To understand this concept better, here are a few interesting insights from the latest study done by KPMG India and Google on the growth of vernacular languages in India on the digital front. Check out this video to understand why your brand must adopt a multilingual strategy:

 

Digital news: one third of digital news consumers are Indian language consumers 

Digital news has caught up easily because of its simplicity. Data is usually accessible through an app or a website with mobile compatibility. Big names have realized the importance of digital media due to the silent downfall in newspaper and magazine sales. Currently, there are 106 million users viewing digital news in local Indian languages. This figure is anticipated to add up to 180 million users by 2021. However, Hindi, Marathi, Bengali and Tamil make up 80% of the current users. The major categories of type of news viewed are general, sports and politics. This only means that there is a dire need of more companies to enter this segment, to keep India more informed and updated.

Digital classifieds to have major impact in matrimony,recruiment and real estate categories

Digital Classifieds are a very big sector. This sector has the potential to cause a ripple effect as people interact with each other in the same area and subsequently belong to the same target group. This would cause information to travel to a larger audience. Furthermore, Indian language usage would provide an extra boost by causing the information to reach nooks and corners of rural India. The top categories, which are looked up the most in classifieds, are matrimony, recruitment and real estate. Nevertheless, the only obstruction in digital classifieds is the lack of availability. This sector is anticipated to grow to an astonishing 100 million user base in the coming five years with individuals fluent in Hindi, Tamil and Kannada forming 70% of the total users by then.

Digital Payments to grow at 30% CAGR with almost 175 million users online

The sector of digital payments is estimated to grow at 30% CAGR and a humongous 175 million consumers are expected to use it with Indian language interface by 2021. These gates are mostly used for mobile recharge and utility bill payments. Tamil, Telugu and Kannada are heading the charts in the languages open to quick adaption and will form half of the users on the digital payment platform.

E-Tailing to reach 165 million users by 2021

According to statistics, Indian language users prefer buying electronics online rather than apparels or other accessories. As for the sellers, it has become much more convenient for local sellers to reach e-commerce giants like Amazon. One can sell their products on Amazon in five easy steps - the steps being creating an account, listing, taking products live and handing over the product to Amazon for delivery. It is quite convenient and hassle-free. The user base for e-commerce in local languages is growing at a high rate. It has a CAGR of 32% and is expected to add 120 million users in the upcoming five years. This popularity can be attributed to two major factors as voted highest by consumers: Firstly, the availability of better promotional offers and secondly, the huge variety of products available online which may not be present in the smaller cities or towns of India. The main obstruction users experience is the lack of end-to-end compatibility in Indian languages. However, as these obstructions show signs of quick recovery, e-tailing in local languages apart from e-commerce in English, will be a lucrative segment for the e-giants.

Digital entertainment to reach approximately 400 million users by 2021

It is no surprise that impressive progress has already been made in this segment. Currently, a mass population of 162 million exists as the user base. Keeping in mind that the predicted user base by 2021 is 392 million Indians, there is much more that can be done in the digital entertainment arena. The content has the space to be comparatively more experimental and creative than other platforms as the adoption rate is 90% for this sector. The viewer’s quickly adapt to the kind of material available to them. These users consume both audio and video mediums.

To tap into this huge market, we used local languages for our informative videos like the Chola Finance video which was very well received by the Hindi speaking locals. The video got a whopping 1,751,355 Views and more than 64,000 shares.

The challenge remains in picking the right medium like Facebook, Hotstar, Youtube, tvfPlay or other regional channels.

If you are looking to create videos, read our blog on how to create low cost videos.

Online government services growing at a CAGR of 33%

There are currently 41 million users under the segment of online government services. It is increasing at a CAGR of 33% and is expected to land at a massive 172 million in the next five years. Some of the applications that constitute online government services are tax filling, applying for government jobs and knowing about new rules and regulations. The Indian Government can use this platform to increase transparency and cut down corruption.  However, limited local language enablement combined with lack of interest and awareness poses a huge obstruction which needs to be addressed immediately.

Chat applications, Social media Platforms and digital write ups

Chat applications currently have a 170 million user base and are anticipated to reach a 400 million user base by 2021. Hindi is topping at a huge margin of 50% as of now. Kannada is expected to grow to a far second with a whopping 20% in the coming years. The major challenge in this is the upgrade needed in voice to text, language keyboard and transliteration.

Social media platforms have a total of 115 million local language users as of now. This figure is expected to grow to 300 million by 2021.The South is anticipated to dominate this area due to its better adoption skills.

Digital write ups are a very interesting scope for Indian languages on the digital platform. It will provide visibility for the users who want to put their content online. It will also provide job opportunities for local people by companies looking to improve their SEO options by generating more local language content online. Additionally, mobile friendly blogs are preferred by users. 54% of Indians would adopt reading write ups if they are optimized for mobile screens.

 

The Road Ahead

Government’s vital role: Government to digitally literate 60 million homes

This ongoing shift in India’s internet scenario has not gone past unseen by the Indian Government. Taking into account the increase in smart phone availability due to cheaper prices, a 176 million increment is expected till 2021. A striking 90% of these consumers are anticipated to be Indian language users. The government has taken this into account and made it mandatory for mobile phones sold in India to be Indian language friendly. Additionally, the government has also taken an initiative to make 60 million rural households digitally literate.

 Changing role of internet platforms

There are approximately 500 million Indian language users online. This figure will significantly have a huge impact on the nature of content presented on digital platforms. Additionally, this audience will be more inclusive of the elderly and the rural population. Also, as long as the type of sectors is concerned, Digital Classifieds, digital news and financial solutions will see a major boost.

Investments by B2C players

Due to the local reach, many B2C users might exploit the Indian language user base on various channels. Digital marketing in Indian local languages will get them untapped markets in India. The companies which will be involved could be news sites, e-commerce players, insurance companies and m-wallets to name a few. In tier 2 and tier 3 cities, this can be encashed at a higher level. Since 90% of the new mobile buyers are local language users, a whole new customer base can be reached through this medium. Here's an interesting video that tells you why you need to have a multilingual strategy if you want to create a strong digital presence among your regional audience.

 

Applications, Websites and digital advertisements

Indian language based websites and application will see a rise. Digital advertisements in local languages could also be used by B2C companies to increase reach. Additionally, Google display ads could be customized to the regional language of the state where they are being viewed.

Monetization of the newly generated data

This progress would result in new data generation for companies. The database, through structured investments, can be analyzed for specific language behaviors. This will help digital marketers in ad planning and targeting.

Voice recognition and language agnostic internet

We need to move to a language agnostic ecosystem. This is required to give a platform to the Indian language content creators.  Voice recognition will be of major help to the users who find using search and navigation through text a challenge.

It is affirmative that the preference given to regional languages will play an active role in internet consumption. It will also help explore a huge new market for brands. Brands that miss this bandwagon are sure to lose out on quite a few million potential customers. Furthermore, Indian language in digital will lead to the spreading of knowledge in rural parts of India. Tier 2 and tier 3 cities will also be of prime targeting in this arena. With such profound reach, it is safe to say that marketing through your regional language is the next step in digitizing India.

 


ऑनलाइनक्षेत्रीय कन्टेन्ट का बढ़ती

  • Nandita Raman
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  • 24 March , 2017
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    • 4 min read

हर मार्केटिंग विशेषज्ञ कन्टेन्ट मार्केटिंग के महत्व को जानता है। यह ग्राहकों से जुड़ने और उन्हें जानकारी प्रदान करने का एक बेहतरीन तरीका है। अपने लक्षित श्रोताओं के लिए प्रासंगिक और मूल्यवान कन्टेन्ट तैयार करना प्रभावी कन्टेन्ट मार्केटिंग का मूल है। भारत में मोबाइल और इंटरनेट की वृद्धि के साथ, भारत के प्रत्येक शहर और गांव में इंटरनेट तक पहुंच बन गई है। इस इंटरनेट क्रांति को धन्यवाद, ज्यादातर लक्षित श्रोता अंग्रेजी के अलावा अन्य भाषा बोलते हुए पाए जा सकते हैं। तो आप इस समस्या का समाधान कैसे करेंगे? हमारा समाधान है बहुभाषी कन्टेन्ट रणनीति।

हिंदी कन्टेन्ट की खपत 94% की दर से बढ़ रही है।

अंग्रेजी, ज़ाहिर है, न केवल दुनिया में बल्कि भारत में भी सबसे अधिक इस्तेमाल की जाने वाली भाषा है। हालांकि, गूगल डेटा हिंदी कन्टेन्ट उपभोग में 94% की वृद्धि दर दिखाता है। इसे ध्यान में रखते हुए वैश्विक ब्रांडों ने अपनी रणनीति की कला के रूप में क्षेत्रीय भाषा पर ध्यान केंद्रित करना शुरू कर दिया है। एक साल पहले, फेसबुक यूज़र्स लॉग इन पेज हिंदी स्क्रिप्ट में देख कर हैरान हो गए थे। इसके बाद अमेरिका आधारित दृश्य खोज टूल पिनट्रस्ट ने एक हिंदी संस्करण लॉन्च किया, जिससे भारत के उपयोगकर्ताओं को अनुवादित संस्करण का उपयोग करने की सुविधा मिल गई। आज, गूगल अन्य भाषाओं के साथ हिंदी, गुजराती, मराठी, बंगाली और तमिल जैसी भाषाओं को भी सपोर्ट करता है। भारत में 127 मिलियन इंटरनेट उपयोगकर्ता स्थानीय भाषा के कन्टेन्ट का उपभोग करते हैं, सभी वैश्विक सोशल मीडिया साइटों ने इस तथ्य को महसूस किया है कि अगर वे भारत में स्थानीय नहीं जाते हैं तो वे जल्द प्रासंगिकता खो सकते हैं। द्वितीय और तृतीय टियर के शहरों के इंटरनेट उपयोगकर्ताओं की आवश्यकताओं को पूरा करते हुए, गूगल अब अपने उत्पादों जैसे गूगल मैप के उपयोग को स्थानीय भाषाओं में, खासकर हिंदी में, विस्तारित करने पर ध्यान केंद्रित कर रहा है।

क्षेत्रीय कन्टेन्ट की उपलब्धता भारत में इंटरनेट की वृद्धि को 24% तक बढ़ा सकती है।

74% साक्षरों में से, केवल 10% लोग अंग्रेजी पढ़ते हैं, जबकि बाकी लोग स्थानीय भाषा में कन्टेन्ट का उपभोग करते हैं। शेष 66% अपनी स्थानीय भाषा में साक्षर हैं। इंटरनेट और मोबाइल एसोसिएशन ऑफ इंडिया और IMRB इंटरनेशनल द्वारा किए गए एक नवीनतम अध्ययन के अनुसार, क्षेत्रीय कन्टेन्ट की उपलब्धता भारत में इंटरनेट के विकास को 24% तक बढ़ावा दे सकती है। भारत में 70,000 से ज्यादा अख़बार छपते हैं और लगभग 90% या तो हिंदी में या अन्य प्रादेशिक भाषाओं में छपते हैं। क्षेत्रीय कन्टेन्ट के महत्व को महसूस करते हुए, भारतीय ऐप डेवलपर स्थानीय ऐप वितरण प्लेटफॉर्म की आवश्यकता को भी पहचान रहे हैं। अंतर्राष्ट्रीय ऐप स्टोर खुद को अत्यधिक भारत-विशिष्ट क्षेत्रीय कन्टेन्ट की आसान खोज में अनुकूलित नहीं करते हैं।


क्षेत्रीय भाषा के कन्टेन्ट का विकास: एक मामले का अध्ययन

उद्यमियों और उद्यमशील पारिस्थितिकी तंत्र को बढ़ावा देने के लिए भारत के प्रमुख मंचों में से एक, Yourstory.com ने, हाल ही में क्षेत्रीय कन्टेन्ट के लिए अलग-अलग अनुभाग शामिल किया है।

उनकी क्षेत्रीय सामग्री रणनीति बहुत अच्छी तरह से बनाई गई है और दर्शकों से उसे सकारात्मक प्रतिक्रिया प्राप्त हुई है। जैसा कि आप देख सकते हैं, हिंदी के लेखों के 650 शेयर हुए हैं और तमिल कन्टेन्ट के 200 से अधिक शेयर हुए हैं। वेबसाइट अपने क्षेत्रीय भाषा के पेजों को दिलचस्प लेखों के साथ हर रोज अपडेट कर रही है। वेबसाइट 10 अन्य भाषाओं में भी सामग्री प्रदान करती है जिसमें मराठी, तेलगू और बंगाली शामिल हैं।

इसलिए यदि आपको विश्वास है कि क्षेत्रीय कन्टेन्ट विपणन महत्वपूर्ण है, तो यहां पर विचार करने के लिए कुछ चीजें दी गई हैं।

दर्शक प्राप्त होना और ग्लोबल SEO संचालित करना

यदि एक प्रमुख भाषा बहुमत बनाती है, तो अन्य भाषाओं को अनदेखा करना आसान होता है। हालांकि अंग्रेजी बहुमत बनाती है, एक ऐसा भी खंड है जो केवल एक क्षेत्रीय भाषा में ही कन्टेन्ट का उपयोग करता है और यह खंड आपके सबसे महत्वपूर्ण लक्षित दर्शकों के रूप में हो सकता है। एक अंग्रेजी रचना 0.1% से 0.15% क्लिक थ्रू अनुपात (CTR) प्राप्त करती है, जबकि एक भाषाई रचना 0.4-0.5% CTR प्राप्त कर सकती है। इसलिए अगर एक भाषा की सामग्री और रचना में आपके उत्पाद या वेबसाइट पर अधिक ट्रैफ़िक आकर्षित करने की संभावना है, तो उस पर अधिक ध्यान क्यों न दें?
 

 ग्राहक अपनी मातृभाषा के कन्टेन्ट पर बेहतर प्रतिक्रिया करते हैं

जब आप अपने ब्रांड की एक क्षेत्रीय भाषा में मार्केटिंग करते हैं, तो यह दर्शकों के भावनात्मक भाग को आकर्षित करता है। इसलिए कन्टेन्ट का स्थानीयकरण (लोकलाईजेशन) सृजन प्रक्रिया का अभिन्न अंग होना चाहिए। उदाहरण के लिए, मैकडॉनल्ड्स उत्पाद विकास के शुरुआती चरण में अपनी अंतरराष्ट्रीय टीमों को शामिल करता है, यह सुनिश्चित करता है कि जहां उसके अभियान चल रहे हैं, वहां के प्रत्येक विशिष्ट संस्कृति के लिए अपनी सबसे अधिक प्रभावी मार्केटिंग रणनीतियों का अनुकूलन कर सकता है। इसकी स्थानीय अनुवाद और स्थानीयकरण (लोकलाईजेशन) टीम सुनिश्चित करती है कि कन्टेन्ट प्रत्येक देश में उपयुक्त तरीके से लिखे जाते हैं।
 

सोशल मीडिया और कन्टेन्ट मार्केटिंग को एकीकृत करना

सोशल मीडिया में भाग लेने का आपका अंतिम लक्ष्य अपनी वेबसाइट पर ट्रैफिक वापस ले जाने की संभावना है ताकि आप उन दर्शकों को लीड में परिवर्तित कर सकें। एक बार जब आपकी क्षेत्रीय कन्टेन्ट तैयार हो जाता है और चलने लगता है, तब उस रणनीति को अपने सोशल मीडिया और पेड विज्ञापन के साथ एकीकृत करना एक बढ़िया विचार होगा। यह उपभोक्ताओं को आकर्षित करने के लिए महत्वपूर्ण हो सकता है और कई ब्रांड अपने विदेशी मार्केटिंग प्रयासों में इसे सफलतापूर्वक अपना रहे हैं।


How digital marketing is evolving in tier 2 and tier 3 cities of India

  • Sneha Balasubramaniyan
  • |
  • 17 March , 2017
  • |
    • 5 min read

Be it a blog, an e-mailer or even posting a simple creative online, a business reaps all the benefits of digital marketing. While the world is rapidly shifting from analogue to digital, is it the same case even in Tier II and Tier III cities in India? One might still be doubtful on how a business in Bihar, or in a small town like Tiruchengode might make use of the digital medium but Social Beat begs to differ.

With more than 3,133 cities that fall under the tier II and tier III category, comprising of almost 31.16% of India’s total population, one cannot simply avoid taking them into consideration while discussing advertising and marketing online. According to a report by one of world’s leading media investment management group, 2016 and early 2017 was supposed to see a 51% increase in digital marketing in Tier II and Tier III cities. We are also seeing a lot of traction with digital content in regional Indian languages.

How to make digital marketing for Tier II and Tier III cities possible?

 

 

With internet access and as well as buying power of smart phones, thanks to the initiatives of the Government and some of India’s biggest internet companies, business in these cities now have a larger playground. Since almost 32% of the rural population with the above facilities access the internet on their mobile phones, it is important to generate such content for higher reach and engagement. For example, Facebook now has 160 million users in India, which are spread not just in the top cities but also in smaller towns and even some villages.

Firstly, to leverage digital for smaller websites every digital asset needs to have a great experience on mobile. Be it a website/landing page or a simple single creative – whatever helps in lead generation or branding of a business, it needs to be mobile-friendly. On small screens, the call-to-action button as well as the navigation button needs to be crisp. The copy has to be short, quick and easy to grasp.

 

 

Vernacular Ads work the best with respect to lead generation / marketing your brand:

 

 

Not just vernacular Ads but vernacular websites work miraculously well for business that either have their base in Tier II and Tier III cities or if they want to target their potential investors in such cities –

 

 

While running a Facebook Ad, it is important to understand that the target audience (TA) first needs to be someone in-and-around the city. For example, if it is a real estate project in Trichy selling affordable homes, the TA needs to be someone who when views the Ad will be able to:

A – Relate to the project in terms of location, approachability etc.

B – Compare the price of the project with other such builders

C – Visit the project with ease

D – Take a decision

While the project in the example cited above is in Trichy, the target audience can be just Trichy to start with but will not have a lot of reach unless we explore the little towns and cities in-and-around Trichy itself.

 

 

Selecting even the tiniest of towns that we might think will not make a big difference will definitely show results. The potential reach crosses over 730,000 people out of which there is a chance of a bare minimum of 40% to convert into customers.

 

 

With regards to the interests and behavior of the target audience, it is always better to keep it a little generic such as focusing on job titles, important IT companies / industries around the city etc. including minor yet vital details like their interest in Business magazines, stocks, shares, etc. If the campaign does well, and if it is for a real estate project in particular (where you think NRIs would like to invest in), go ahead and try a few NRI targeting options too – you never know, it might work wonders!

 

 

Looking at utilizing Google Adwords as a platform to advertise in Tier II and Tier III, it is highly recommended for the below reasons:

  1. Less competition in Tier II and Tier III cities which is good for businesses trying to create an identity for themselves / acquire leads.
  2. Better ‘Search Ad’ results due to the high search queries
  3. Good quality leads since the TA is niche and the demand for product is more

The keywords used for these Ads are usually very simple, straight forward terms. For example, for an e-commerce organic food store business, Google AdWords are likely to work better for keywords – ‘healthy food’, ‘organic vegetables’, ‘fresh organic food’ etc. rather than keywords like ‘organic grocery’, ‘organic farm food’ etc.

Planning to start up a business from the tier 2 and tier 3 cities of India? Follow our YouTube channel Arrer Irundalum Career for more insights. Here's a short video to get you started:

Tier II and Tier III cities’ have the potential for most businesses and these cities are growth drivers of the future. Tell us how which strategy has worked for you in smaller towns!

 


Will Hindi as the official language of communication help India?

  • Abhishek Kumar
  • |
  • 20 June , 2014
  • |
    • 2 min read

BJP-led NDA government's directive asking central government employees to use Hindi while posting tweets or messages on social media channels, has not gone down well with many sections in Chennai.

After DMK Chief, Karunanidhi opposed the move yesterday, Tamil Nadu Chief Minister Jayalalitha has written to Prime Minister Narendra Modi to ensure the urgent amendment of an instruction that asks government departments to use Hindi for tweets and other social media posts.

Amidst the unwarranted controversy, BJP spokesperson, Mukhtar Abbas Naqvi has come out with an explanation that Hindi is the soul of India and this should not be seen as a move to disrespect English or any language; rather as a way to enhance the pride of being an Indian.

In a diverse country like India, it will not be easy to impose any language for official communication across the length and breadth of the country. There is a belief that it would be undemocratic to impose it. This line of thought feels that the government is trying to promote Hindi at the cost of other regional languages though this has been denied by the Ministry of Home Affairs. In this regard, another tweet was sent out yesterday by the Home minister’s tweeter handle: "The Home Ministry is of the view that all Indian languages are important. The Ministry is committed to promote all languages of the country.”

The arguments put forth by the other school of thought points out that Hindi is the 5th largest spoken language in the world and the concerns of being undemocratic are misplaced. It is strange that English, a foreign language is acceptable as a means of communication to learn and move ahead but cannot embrace Hindi. Take the example of United Kingdom, which consists of English, Wales, Scottish & Irish but English was accepted as “THE” language of communication.

Earlier this week, a news report had said that the central government has directed its employees and employees of central undertakings and banks to use Hindi or both Hindi and English on their official web pages in social media like Twitter, blogs, YouTube, Facebook and Google. It is a debatable issue and the unwarranted debates are expected to continue.

In the light of above controversy, one thing is sure that regional language content is indeed going to gain prominence online in the coming years and Facebook, Twitter, Google and other sites already having multi-lingual sites for Indians. Indians will continue to use multiple languages and cannot be constrained to only consume content in a single language. It will be interesting to keep a tab on how this entire episode unfolds and what are its’ implications for social media.


Hindu Metro Plus covers us – Driving Social Change

  • Vikas Chawla
  • |
  • 21 February , 2014
  • |
    • 1 min read

People are using social media effectively to campaign for human rights, woman empowerment, female literacy and efficient governance. Geeta Padmanabhan of Hindu Metro Plus tracks this trend - Read more at http://www.thehindu.com/sci-tech/technology/internet/driving-social-change/article5705803.ece


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