Vernacular Content- The new age marketing for retail businesses
A modern mantra for the modern marketer
In the last decade, the popularity of smart-phones, tablets and laptops has spread like wild fire across nation and easy access to internet services has made citizens even from the remotest village of the country to have easy access to all things online. This rapid rise in the internet era has increased the reach of digital marketing by three fold. Not being limited to just the metropolitan cities, it now has the potential to reach the smallest house, on the smallest street, in the remotest village of India. But this can only be achieved through a golden mantra which expert marketers have recognised and are trying to regulate it in the industry.Given our size and diversity, brands, need to find a way to catch the eye of the online audience from all backgrounds. Whether it is an Indian brand or an international one, planting roots in Indian soil won’t work if their digital-first marketing strategy uses only English. This is where the golden mantra of using local aka vernacular languages comes in.
The special ingredient that your marketing strategy needs
Given the impact of digitisation, most of the non-English speaking populous is active on various social media platforms such as Facebook, Instagram, Twitter, TikTok etc. According to a study by KPMG in 2017, the Indian language internet users are expected to account for nearly 75% of India’s internet user base, and as today’s trends suggest, the local language audience is growing by the day.Due to lack of vernacular content, majority of the potential buyers are untapped. The purpose here is not just to convey they content format through the local language but to help them connect to it as well. For example, when making a promotional video for Facebook or Instagram, if you use the local settings of say Kolkata and a Bengali song plays in the background, this helps the online users to instantly feel connected to the content on a more personal level thus increasing engagement. Similarly, if the social media posts have a slogan or a saying which is commonly used in that language and cannot be expressed the same way in English, it helps the online audience to understand better, engage better and thus increase traffic to your digital properties.
With the efforts of some innovative businesses it is now possible to construct a ‘Digital India’ without linguistic constraints. The popularity of vernacular languages can be attributed to the fact that they are native languages, spoken and understood fluently by that region and thus it appeals to a larger population rather than only the educated or English speaking consumers. This should the aim of most retail businesses, to reach out to each and every corner of the country through content created in local languages, to establish firm and deep roots in the rural areas.
Yashus Digital Marketing- A leading translation services
With more than 20,000 native languages in India, we understand that it is not easy to produce and market your brand in various languages without a little help from the experts. Translating your work through a virtual translator might not have the same effect as that of a native speaker. Yashus is of the leading vernacular language translation agency in Pune. At Yashus, we create content in the vernacular language of your target audience, to truly deliver a message that inspires them to take action. We aim to create an emotion impact through brilliant marketing strategies which includes translating or creating content in English, Hindi, Kannada, Telugu, Bangla, Punjabi, Marathi, Gujrathi and many more languages. Contact us at www.yashus.in or call – +91 – 9370573598.
