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Is use of local language and appealing to local culture more important than use of latest technology and online tools like use of apps , mobile marketing ,google ads, face book etc. Does the accent of call center reps have a determining factor in creating promoters. Let me give an example here . lately many American customers have filled up detractor surveys saying they had problem understanding the thick accent of Indians. But listening to the calls we find out that the reps were slow on the call and tried their best to communicate in a neutral accent.
Also it has been lately seen that the target audience would like a local hero as a brand ambassador. This has increased the business prospects of Indian cricketing stars who earn more from ADS than from their cricketing career.
The aim of marketing is approaching the product from the client. You need to communicate with the client, and for the message to pass the client needs to understand the language used be it words, images, signs,...
Answering your question, the local language is very much important. The communication will be more easy if both parties talks the same way. Another point that we should not forget, people can be (I'm not generalizing) racist, ignorant and harsh when it comes to someone not from their own entourage. In the other hand, they can sympathize with someone they may feel close to; and you know the importance of sympathy in sales and marketing.
Marketing is all about making the business MESSAGE reach the market. In order to succeed, you have to make sure that the local market really understands your message. Using local language is therefore crucial in addition to other local aspect like culture, economy, ....
Use of local language plays a vital role in marketing activities as it conveys a very clear message to all customers, particularly to those who doesn't understand the non-native languages.
Local language, is the key to success , if you known the perticular language , of a perticular region, then with confidence, i can say that you are a best marketeer.
localization of marketing is critical to be effective.Be it the language you communicate or the content you use. Let us understand the fact that people not only talk different languages, but also think differently. There are many international brands who have successfully localized their marketing and have MORE EFFECTIVELY communicated with their target group. In short connect with people in the language and content they understand - You will see the difference.
