Content from Amazon is so effective because

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Frequency of visits to English-language websites ©CSA Research 2019 Ian:How important is the GDP of a market as a criterion for deciding to translate for that market? Tim:The market size, together with the English skills, can be reduced to a simple formula, which is: Large market x poor English skills = Translating, no question about it!! For example, if you want to make a statement about Japan, you can simply use the age of the target group and their English language skills. The formula clarifies whether the content should also be translated into Japanese or whether an English version would also be okay. When looking for the most attractive markets, the CIA's World Factbook is a good source.


GDP per capita of major non-English speaking markets ©CIA 2019 As a concrete HK Phone Number example, let's assume we want to sell a health product in Japan. Our target audience is likely to be over 40, so it would be a mistake not to translate the content into Japanese, as we are dealing with a large market with limited English skills. On the other hand, if our product is aimed at millennials in Egypt who have a fairly good command of English, it will be okay to save the translation into Arabic for this small market. These are two extremes, but in this way you can look at the intersection between market size and English proficiency and decide whether a translation is worth it, given your company size, available budget and strategy.




Ian:What role does the question of English-language or translated content play when it comes to brand loyalty (say someone buys several shirts or pants a year) or when brand loyalty doesn't play as much of a role (for certain types of shoes, for example)? Tim:With a strong brand, it is more likely that English-only content will suffice. If I have bought a hiking jacket from Jack Wolfskin and identify with the brand, I am more likely to not care if the brand's shop is not available in my language (although this is probably not the case with Jack Wolfskin!) Global brands and translated content ©CSA Research 2019 To explain this point in more detail: A+ Content and B+  it uses the well-known features or bullet points of the product description and incorporates them into the product image.