Telecom Industry and Localisation
Telecom firms have one of the most advanced brand marketing strategies in the world. Yet as these companies continue to expand into new markets, undisputed abilities and art are at risk of losing their focus.
There is a vital and robust need for telecommunications companies to grow in new domestic and foreign markets. The stakes are much higher as wireless carriers saturate their intensely competitive primary markets with marketing and advertising investment (and gradually find their market share stagnant or slipping). New limits in international markets now reflect untapped sources of revenue and loyal customers.
Most of the development of the telecom industry will take place in developing markets. Analysts continue to say that “developing countries witnessed tremendous growth in mobile take-up” between 2015 and 2020. (This is also likely due to the growing value of global wireless telecom stocks in recent years.)
Localisation strategies
One of the important steps is linguistic fluency — i.e., translating web content for foreign customers. This practice of literally talking the talk is a critical first step, and to ensure long-term success, communication should be in channels that are relevant to consumers. It is necessary, for example, to invest legwork in identifying locally favoured social media networks. (Facebook is not the most common network in many international markets).
Merely translating the material of your primary-market website will only generate interest and interaction with your new clients. In order to make your site successful on the internet, localisation creates a big difference. It is said that localising between 10 % to 20% of your global site would be enough to really push the needle to improve interaction, traffic and conversion levels. Thanks to this tactic, many large scale telecom companies have been able to generate notable success!
Some of the ways adopted by telecom companies to understand the international market are by conducting surveys and getting data. For example:
- Around 2013, a large-scale telecommunication company conducted an A/B experiment to determine if one of its Spanish-language sites could produce more revenue if international call plans were more actively promoted.
- They also put up a homepage banner that highlighted the company’s unlimited international call plan section. About half of the visitors to the Spanish website saw the promotion of the web page.
The campaign has been an unmitigated success. Among the customers who saw the banner, visits increased by 850 per cent. Revenue increased by 117%. The assessed value increased by more than 40%.
- Virgin Mobile wanted to communicate a message of “friendliness and approachability” to its demographic target of 18-to 24-year-olds. By collaborating with Buzzfeed, a popular site among these people, the company was able to develop relatable content that conveys the suitable brand message and creates an enthused customer engagement.
The widest example of telecommunication could literally be the internet but to use it to one’s advantage, companies need to be careful in localisation and must involve SEO tools within their websites. By doing this there would be an automatic increase in traffic on their website. However, since many run behind traffic forgetting that easily accessible services are the main core features that ensure the return of users. This easy access can be adopted in several ways such as localizing website according to geographic or dissecting in into several sections etc.
Conclusion
In reality, understanding the requirements of clients in new domestic and global markets is critical — just as there is in the primary market of your business. This constructive approach relates not only to on-site and off-site marketing materials but also to the conversion funnel of the telecommunications business. Companies often closely track conversion rates on the global sites that they run and suggest adjusting translations in A/B tests to produce upticks in conversions where possible.
By Prajal Narain
Team Loc-N-Apps
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