Three Benefits of Translating Content for Southeast Asian Audiences

Reading Time: 2 minutes

Companies expanding to foreign markets must invest in translation and localization services. Those who do will reach more customers around the globe and are one and a half times more likely to see a marked increase in their total revenue than businesses which don’t.

Effective, error-free, localised content that has been tailored for the target market, be it Malaysia or Myanmar, spreads brand awareness, attracts new customers, and provides a return on investment that certainly makes the initial outlay worthwhile.

The creation of localized content for Southeast Asian markets is still a relatively new phenomenon. The recent increase in investment in native advertising is not backed by specific marketing strategies in 69% of cases. In fact, it is largely driven by a desire to increase brand awareness and engagement – not sales.

However, working with a professional translation company to build a solid strategy for localized content for Southeast Asian markets will help. A focus on providing targeted marketing materials can deliver multiple benefits, including an excellent return on the initial investment through boosted sales.

Engaging A Bigger Audience

Globalization is here, but the race to entice consumers from markets across the world began years ago. Businesses prepared to invest in localisation services to reach a wider audience are already being rewarded with loyal customers. But, in the emerging Southeast Asian markets where price is often a deciding factor in purchasing decisions, building brand loyalty is even more important.

75% of shoppers are more likely to purchase a product if information is given in their native language. Localizing content for audiences can result in not only better sales, but increased loyalty too. This is especially true for Thai audiences, who are more likely to go directly to their favourite brand than weigh other factors such as price.

Remaining Competitive

An increasing number of marketers are realising the importance of strong, localized content to support their marketing strategies in Asia and take their share of successful opportunities. From Red Bull to HubSpot and Comfort, more and more brands are understanding the need to create original and authentic content to remain competitive and secure their place in Southeast Asian markets.

Companies who neglect to invest in localized content and develop strategies for entering and selling to these markets now will be left behind. As time moves on, it will be ever more difficult to engage these audiences.

Increasing Sales

Along with building customer loyalty and raising awareness of products in Southeast Asian markets, businesses who choose to localise content will also boost their sales. According to research conducted by Temasek Holdings and Google, ecommerce sales for Southeast Asian markets are expected to grow by 32% each year. They’re expected to reach $88 billion by 2025 and make up 6% of the region’s total retail sales.

In order for customers to develop brand awareness and loyalty, they need to first understand its message. It’s also important for consumers to comprehend the product information along each step of the buyer journey.

Marketing content that has been accurately translated and localized for these audiences will allow businesses to reap the benefits of customer loyalty and the increased revenue that comes with it.

The emerging markets of Vietnam and Cambodia, and strengthening economies of Thailand and Indonesia, make the entire Southeast Asian region an exciting opportunity for businesses interested in expanding their reach and sales. Through localization of marketing and product-related content, companies can increase the sale of products and build a loyal following abroad.