Indian marketing firm Ozone Media has a message for companies doing business there: Translate your ads into local languages for best results. That’s the takeaway from a new survey the company just released that compares the response rates of online ads in English versus ads in local languages – at least for most products and services.
The exception to this rule, oddly enough, was in the “matrimony” category. The study found that resident Indians, Indians still living and working in India, were more responsive to English-language ads for matchmaking services. Meanwhile, non-resident Indians, those living and working outside the country, were more responsive to ads in their local languages. Perhaps this is due to homesickness and nostalgia? Read more