Multilingual: The next step in business evolution
The history of India is diverse with different states, cities & regions. We are blessed with a rich cultural heritage, but despite English being the most spoken language, Indians still give priority to their access to digital content in their mother tongue. Since Covid hit, internet usage has increased. Over 130 million people arrived online in 2020 and 2021. Of the 80 million people who began using the Internet in 2020, over 34 million users cited the Covid crisis as the reason why they began using it. The digital wave has been sweeping India since then.
While we’re all talking about the digital tsunami, do you remember Tik-Tok’s rise and how it enchanted people everywhere?
Did you know why Tik-tok was so famous in India?
If we look at the app’s perspective it evolved a lot. From dubsmash to musically, it has always been only about making videos. However, India’s popularity was due to its ability to reach out to every corner of the country. It allowed users to create content in their own language, breaking singularity norms and traditional language barriers. It allowed users to create compelling content in any language.
It became clear to the rest of the brands that they needed to pay particular attention to multiculturalism and multilingual content, which began to affect the country’s structure. Businesses, organizations, and, of course, the social market have come to recognize the value and potential of diversity, as well as how it may help them expand their market reach.
The Easy Swift To Multilingual
There is a growing demand from internet users who are looking for content in their native language other than English. We really didn’t know how easily we all have moved from English to switching to our preferred language. All we remember is that last time we were looking for some direction and we switched our language to our preferred language just with a tap.
The translated text is a service that companies are willing to offer in the marketplace in order to gain broaden their reach. As the Internet has grown, so has the demand for native language content. Targeting internet users in second-and third-tier cities, tech giants are now focusing on expanding the use of their products, such as maps and searches in Indian languages.
Localizing Isn’t Just About Language Translation
The plethora of language options offer much more than commercial value. The motto is not just to translate but to localize, to carefully reach the different regional audiences with proper feel, voice & tone. Language and culture really matter to your audience, and carefully crafting your message to different populations is essential to running a highly effective business.
So how do we get there? Well,
Different Language, Different Approach
India is home to many native languages and it is also common for people to speak and understand more than one language or dialect, which can also involve the use of different scripts. As there are many languages in India, many can speak, read and/or write multiple languages and therefore multilingual is a part of everyday life. As language plays an important role in our everyday communication, India’s multilingualism and linguistic diversity have shaped the country and its unique cultural practices and business policies.
Beginning With, The Multi-Vocal Era
As a result of this shift in consumer behaviour, brands have begun to offer new products, services and experiences to Indian customers on a new platform. Voice is becoming the new UI aftertouch, which is resulting in a new type of marketplace. So users really not only adapt the content by reading, they now have varieties out of which voice-enabled is one of the most hyped-up features. You can use speech to manage everything from lighting to door cameras to the thermostat. We rely on speech for a completely different set of activities, such as playing devotional music, learning English, tracking orders on Swiggy, and even playing antakshari. Simply say to Google, “Ok Google” and see what occurs, easy-peasy.
Snap Into Local Chatbot
Your business’s borders are limited by a bot that doesn’t handle multiple languages. You won’t be able to expand the reach of your products/services, obtain satisfied consumers, or generate enough revenue to cover your expenses. If you’re not utilizing the power of multi-language Chatbots, you’re missing out on a huge opportunity to increase conversions for your business.
Turn On Your ‘BHAASHA’ Mode
Understanding various languages provides you access to new markets that your competitors may be unable to access. If you’re not limited by language, you can maximize your company’s global potential. When you speak their language, literally and figuratively customers feel more respected. You’re not just translating words when you localize your website, app or marketing materials. You’re transferring information from one cultural setting to another. You’d be surprised at what can happen when you turn on BHAASHA mode and set up a new multilingual agenda for your business all at once.
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About the author:
Jay Anthony, Marketing Head, TECHVED Consulting