The secret of many multinational businesses’ success in foreign markets is their ability to adjust their global business to local tastes. By doing so, they gain the power to better connect with the local audience, and improve their chances of doing well in a new and untested market.
One market that has attracted the attention of many brands is the Arabian market, with its high per capita income, it's high spending population and its booming e-commerce community.
Statistics show that 61% of Arab internet users research products before purchasing, and that 43% of them have experienced online shopping. This means that a big chunk of the market has warmed up to e-commerce, and business owners like you just need to jump on the train to reap the rewards.
Jumpstart your success in this market by building a website that’s tailor-fit to the Arabian market with these four easy guidelines.
The first and most urgent order of business is to translate all materials in your website to the Arabic language. It doesn’t make sense to have your target market adjust go through linguistic hoops in order to communicate with you, and so it is your job as a business owner and marketer to make it easier for them to understand what you’re saying (and consequently, what you’re selling).
It gives you the opportunity to create high-quality content that better markets the value of your product and showcases it in all its shining glory. Conversely, the content that you worked so hard to produce would be worthless if your audience can’t understand what it’s trying to communicate.
With so many alternatives available on the Internet, a reader who can’t decipher what your brand is trying to say will click on that X button and look elsewhere, faster than you can say, “lost business.” Don’t give them that option, and immediately get the language barrier out of the way.
Consumer-oriented businesses that are looking to sell to an Arabic market would benefit the most from using accents rather than plain Arabic. This makes it easier for them to localize their brands and conveys a much friendlier tone. Nuanced translation gives off the impression that your business or product is one that takes the time to connect with your Arabic audience by learning their culture.
Be particularly careful about the images and icons that you’re going to use for the content, as some might be considered inappropriate or disrespectful to local beliefs and traditions. Arabic cultures are largely conservative, so keep this in mind when designing your product and your marketing.
Keep in mind that the Arab market has a smartphone penetration rate of around 60%, and any savvy business strategist must understand the importance of creating a mobile-friendly website that suffers no loss of quality when viewed through handheld devices like smartphones and tablets. Content is consumed everywhere, and so your Arabic website is specifically designed for the on-the-go consumer in mind, providing quick and easy access to high-quality content.
It’s important to note that unlike the English language, Arabic follows a right-to-left (RTL) structure, which means that most, if not all, of your content and collaterals, must be reorganized to follow this pattern. In terms of digital implementation, this unique structure has proven to be a challenge for marketers and web designers alike. However, this can now easily be overcome with software solutions like Vardot and its CMS Drupal, which provides a mirrored structure that can horizontally flip the entire web page to allow for an RTL interface.
Interesting to note is the fact that only about 5% of all websites are written in Arabic despite the market’s high rates of internet usage. It’s a perplexing statistic, given the fact that marketers have known for quite some time that connecting with an audience is the quickest way to a conversion. Implementing an RTL interface means that you gain a huge head start over competitors if you get your Arabic website up and running the soonest possible time.
All the points we’ve mentioned so far may seem daunting, especially for a first timer who’s venturing into this new market. It takes a lot of effort and research to pull off, and you wouldn’t be alone if you were confused by the task of finding the best software solution out of all those in the market. Designing a website in your native language is difficult enough, after all.
Fortunately for you, there is a one-stop shop that can provide all that functionality and more. Varbase empowers businesses to do their very best no matter where in the world they might choose to operate. Through its potent and flexible open-source content management capabilities, Drupal makes it easy to overcome the challenges of producing websites for an international viewership. The platform does all of the heavy liftings for you and gives you the option to create foreign websites (with Arabic being one of many options) with just a few clicks of the mouse.
On its own, building a strong brand is already very difficult. Couple that with the twofold task of communicating and strengthening brand equity for a global audience via user-friendly websites, and you’re sure in for a wild ride. Not all cultures are made the same, and marketing globally, therefore, entails having to deal with largely different languages, motivations, and preferences.
Focusing on creating digital platforms for markets that many other brands have ignored could be a surefire way to propel yours to success, and as more and more businesses are realizing the potential in having a website especially for the Arabic market, get your brand one step ahead by designing a site that suits their needs to the letter.