Can app localization help address disparities in the mobile marketing measurement conundrum? Yes, especially if a marketing department has a subject matter expert who understands the connections between marketing and technology (or a “MarTech Major”).
In the Digital Era and with mobile readiness fully present, new challenges have arrived. Identifying customer data, organizing it and putting it to use has never been more difficult. Big data collection on a PC is different from a mobile device, and iOS is different from Android.
Many Americans use multiple devices each day, most of them mobile. This has made it impossible for marketers to effectively measure mobile marketing efforts. Take cookies for example: They’re great for customer tracking and personalization on PCs, but are useless on mobile devices. Technology is underway (such as SambaTV) to link offline and online marketing efforts, but we still have a long road ahead of us.
Fortunately, app localization can help tie up loose ends. Here’s how:
A Local Effort
Tracking your customer’s mobile habits requires comprehensive strategies — but some are pretty basic! For example, if your two major audiences are the United States and China (and you have an app available in both countries for your website/business), you already know there are huge differences. You need to get the language right, translation correct, consider cultural differences and make an app that’s truly local to each region (not merely translated).
Without these steps, your marketing efforts will fall short. In turn, your mobile marketing measurement may not be accurate and definitely won’t reflect the kind of success you could otherwise achieve. As businesses and websites continue to go global, localization needs to take priority.
Where Are the Customers?
App localization and translation are in the same family, but can be worlds apart. Even if you have certified translators (as you should) they may not specialize in localization. They can tell when a translated sentence is clearly wrong, but they may not know how to address it in a culturally sensitive way. Slang words, idiosyncrasies and regional dialects must be addressed. Languages are quirky, and true translation is very difficult! Add localizing apps into the mix, and you’re battling technology too.
The MarTech field has highlighted the need for a “master of all trades” (forget about Jack). It requires an expert who’s equally well versed in marketing and technology. The same is required for app localization, but with a slight change: You need someone adept at translation, localization and app technology. That’s a tall order.
These multi-faceted talents exist, but not at every translation agency. If you have an app and you’re branching out into a new demographic, market or region, app localization can help streamline your mobile marketing measures — and bring you more satisfied customers. Contact Verbatim Solutions for expert, dependable app localization.
