Vernacular Ads - Digital marketing - Multilingual Digital Strategy

Описание: How important is it for your brand to have a multilingual strategy?

If you look at the top twenty publications in terms of the newspaper as per the latest IRS Survey (held in 2017), you will notice that there is only one English publication there; the other 19, including the top publication, are multilingual publications. It varies from Hindi to Malayalam to Tamil to Telegu. India is consuming content in so many different languages, that it is no longer just in English.

Surprisingly, most brands are still using English for their digital communications. This is mostly because when the internet first came into being in India, the initial users of the platform were in English. But it is not so today. According to a study by KPMG & Google India, by 2021 regional language users will account for 75% of India’s Internet user base. This can be attributed to the following facts:

Internet penetration has increased tremendously, especially since the launch of Reliance Jio network
Smartphones have become much cheaper than before
Affordable and extended data plans

So it is clear that reaching your target audience through vernacular is the most ideal move one must make for your brand.

There are various platforms to be explored to suit the purpose, starting with the Google ecosystem (which includes Youtube, Double Click & Google AdWords), Facebook, Adgebra (a native ad network based in India, through which one can advertise on publishing platforms like the Amar Ujala, Rajasthan Patrika, ABP news etc), Daily Hunt (another platform which aggregates news in regional languages), Saavn, Yahoo and many more.

Today vernacular content can be leveraged, not only for a branding campaign on Social Media, but also for an influencer campaign. According to research, 7 out of 10 people connects better with influencers than with celebrities, and this is further improved if consumers are reading or hearing content in a language they are comfortable with. Therefore, it is essential that every brand understand their primary customers, the languages they are consuming content in, plus the platforms they are on to begin their multilingual online journey. This approach will help your brand target the Next Billion Internet Users in India.