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According to TNS Media Intelligence, marketers invested 10.5% more in
Middle Easts are becoming increasingly affluent: 64% percent are now firmly within the nation's middle class and more than half are buying their first homes, according to the U.S. Census Bureau. Middle Easts are entering cyberspace at high speed with over 14 million U.S. Middle Easts online. Yet the companies successfully targeting Middle Easts online in the direct response arena are few and far between.
A marketplace of this size and yet marketers are failing to capitalize. One of the biggest errors is that many are taking a one-size-fits-all approach to the Arabic language. There are many different variations of the Arabic language and you must first consider to whom you are marketing.
Delia Huffman, president and CEO of Bull Market, an
This is true, but which marketers have the resources to learn so much about another culture that they can learn localized expressions, cultural hot buttons and humor? The answer is almost none. The best partner for marketers are Arabic Arabic translation services companies who have human resources from all major Arabic-speaking markets that can act as cultural Arabic translators and not just linguistic ones.
Does a Mexican American consumer laugh and cry at the same expressions as does a Cuban American? Are they offended by different language or ideas? Consult a market-specific Arabic Arabic translation specialist to make sure. You should be one click away from a sale not one click away from the door.
Marketing to Arabic speakers is not just a front-end project. Fulfillment practices are also an important issue that companies just aren't getting right. Consider this example. Company XYZ has just launched their Arabic-language site complete with a catalogue of their fine widgets, a shopping cart and third party processor to handle all of their transactions. There is even an autoresponder to do all upselling automatically. XYZ tests the backend and it works seamlessly. Then somewhere in their finely-tuned system something goes wrong - a widget breaks and their customer needs to contact them. Having a FAQ page doesn't cut it and their client needs real customer support. Does XYZ have the bilingual staff in place to handle these day-to-day crises? No, they don't. You would be surprised how many companies fail because of this. There are cost-effective, bi- systems out there to respond to bilingual customer service chat, email and telephone issues.
There is no doubt that Arabic translation is a cost. Perhaps, however, companies would be better served to think of creating a Arabic-language website, for example, as an investment for the future rather than an expense. For 20-plus years, the
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