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Research from SDL: Language strategy is essential to improve the experience of millennials
Patricia Molina| 24 de junio de 2014
Estudio de SDL: Estrategia de lenguaje es fundamental para mejorar la experiencia de los clientes millennials
According to a new study published by SDL, 32% of millennial consumers in English-speaking countries prefer other language than English, and 46% are more likely to buy if the information is presented in their preferred language.These new results show that it is imperative that brands talk to consumers in the language they want to enhance their overall experience.The fourth report of SDL from the series Five truths for future marketers is titled: There is only one language, and it contains the results of a global survey of approximately two thousand millennials ages 18 and 36. Data indicate that language is directly related to purchasing behavior, but it is not always linked to geography.For brands, a strategy of localization can boost the expansion of international business and participation in national markets if done correctly by joining the culture and customers. Also, marketers looking to create a compelling and attractive customer experience need to create a linguistic strategy according to where the customer is located.”Too often, language is a last-minute idea in the strategy of the customer experience of an organization, “Paige O’Neill, director of Marketing for SDL, said. “Companies now have to deal with the demands of globalization and speak the language of their customers.”
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