E-Loyalty Through Spanish Localization | Bilingua Franca

Generating E-Loyalty Through Spanish Localization

In the contemporary era, the advancement of technology has made websites a primary tool for marketing a product, service or business. Online marketing, email marketing and social media have become efficient ways to attract and retain customers from all over the world. However, with the drastic rise in the number of online marketers, the need to differentiate from competitors to survive in a ruthless business environment has arisen. This has led to an increased interest in the field of marketing psychology and how multilingual websites come into play, Spanish localizations in specific.

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Psychological research reveals that there are many factors that control the likelihood of people becoming your regular customers and generating E-loyalty among them. E-loyalty can be simply defined as a customer’s favorable attitude towards one specific online commerce or service provider that results in repeated buying behavior. Contrary to the general belief that a website’s design is the most important factor in influencing sales, customers are more influenced by factors like convenience, likability, customization and knowledge of the website. Also, appealing to the target audience’s emotions and demographic profile by localizing a website can profoundly affect sales and conversions, and generate customer loyalty.

One of the major reasons motivating people to shop online is the convenience associated with making a purchase without the hassle of visiting the local market. A unique feature of the human brain is that it seeks to do things that require the least amount of effort. This is demonstrated by the huge success of online marketing. It has also been observed that people are more influenced by products or services that they deem similar to them. So, in order to make a website more convenient and more likable to its customers, the deliverance of superior customer experience is paramount. Website localization is one method of not just making a website more convenient and attractive to the viewers but also making them feel like it is made just for them. As a specialized process of adapting the web content to for regional consumption, it caters to the needs of the target audiences more effectively. According to a survey conducted by OHT-Enterprise, only 40% of the consumers, trust companies that fail to translate their websites, applications and products.

The Key to Meeting Cultural Expectations

Website localization refines the message and curates the brand to meet the cultural, functional and language expectations of the global market. It becomes a necessity when wanting to market products to the international markets through appealing to customer’s cultural preferences in their own target language. The primary purpose in localizing a site or phone app is to have the largest appeal possible to a specific geographical region. Using the same regional language and currency that people use on a daily basis, reflecting the cultural and technical terms required to effectively resonate within a specific locale. Thus, the quality and effectiveness of a website is profoundly enhanced through localization.

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A consideration of the online marketers in the US reveals that they have been ignoring an emerging opportunity that could have been capitalized by creating personalized web shopping experiences for a fast growing demographic — the Hispanic community. According to a Pew Research Center report, an estimated 37.6 million people in the U.S. speak Spanish as their first language and analysts predict the Latino population will reach approximately 128.8 million by 2060, likely making The United States the largest Spanish speaking country in the world. Another study performed by Google and OTX reveals that Hispanics use the Internet as the primary source for discovering product information. Marketers must focus on the Spanish speaking customers by investing in quality translations, managing a localized product assortment and localizing the look and feel for Hispanic preferences.

Spanish Localization or Universal Spanish?

When localizing for the Hispanic market, universal Spanish could be a great option for reaching a broad audience. However, to cater to specific markets such as Argentina, Mexico or Spain, using the “flavor” of Spanish appropriate to each country on your website would more effective. Trans-creating, through the use of creative license and local flair into Latin American, Mexican or European Spanish, while still expressing the core idea of the original is undoubtedly the best option for targeting countries.

To conclude, marketing psychology has given us many insights into the effective strategies that can be employed to influence customers to make more purchases from a website. Website localization has become a primary way of not just appealing to the emotions of a certain demographic, but also providing them with a convenient personalized experience. It has been observed that loyalty cannot be won by technology but only by the deliverance of superior customer experience. And so for the marketers in the US, allowing for a personalized experience to the emerging Hispanic population through website localization is an effective practice in generating E-loyalty among consumers and in turn increasing profitability.

Pablo V.
Founder of Bilingua Franca. Pablo holds a BA in Sociology and works as an Organic SEO Strategist for an agency in Phoenix. He is a study abroad enthusiast, a lover of deep and meaningful conversations, and is always fascinated to understand how things work. His passions include culture, language, human behavior, and astronomy.

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