The Arabic language is spoken by over 420 million people worldwide and is considered to be one of the top five global languages. However, in June 2018, only about 0.6% of online content is available in Arabic according to Wikipedia.
Surprisingly, there seems to be a limited number of companies that offer an Arabic version of their website.
Given the above information, creating content that can be made accessible to the Arab-speaking population is a must – there is a whole market that is yet to be catered for in terms of accessing the internet in their native tongue.
Numerous studies have been completed regarding online shopping habits, all of which highlight the fact that consumers prefer to purchase from online businesses when those companies speak their language. Websites, sales points, social media, customer care, FAQ, and so on, should ideally be localised for each region – this way customers are happy, and your company increases its sales potential!
Localising your website and marketing content are essential to success if you are considering undertaking business in the MENA region. The following points will support your intentions and ensure you get it right:
The Challenges of Arabic Content
Speaking and writing in our native tongue is a relatively simple process as we are familiar with lexical meaning, idioms, humour, phrases, and so on. However, writing in another language can be full of potential hazards leading to failed campaigns and poor ROI.
Using a professional translation company to localise your content is vital if you are translating into a language with which you are unfamiliar.
The following should be considered from the outset:
• There are limited numbers of Arabic copywriters and web designers
• A lack of Arabic fonts are available
• Images, signs, logos and so on, should all be localised
• Straightforward translation won’t be enough. Localisation of all content is vital to ensure success
• Text is written from right – left in Arabic which can cause issues with layout and formatting
Tips for Successful Arabic Content Creation
The usual practices of content creation should be observed no matter for which language you are creating content. However, there are some tips which are specific to creating Arabic content which should be thoroughly considered:
• Family First
As a general rule, Arab people are very community minded, which means the family unit (including extended family) are important.
There is an emphasis on social loyalty within the Arab culture, and although self-reliance, individuality and responsibility play a part in children’s upbringing, they are always secondary to family loyalty. Arab culture teaches that the needs of the group are greater than the needs of the individual. Mothers are a revered member of the family, but it is a patriarchal society.
When creating marketing campaigns it is vital they are centred on the family unit, and not designed to appeal to individuals. For instance, if you are marketing a new model of car it should be emphasised that it is an ideal family car, with lots of room for everyone, as opposed to focusing on the speed for instance.
Many big businesses will localise their marketing for the Arab nations by using family orientated images as a unique selling point.
• Luxury Sells
Status is important in the MENA region. The sale of luxury goods throughout the area as a whole is huge, but is dominated by United Arab Emirates, Bahrain, Saudi Arabia, Qatar, Oman, Kuwait and Lebanon. These countries have a large middle and upper class society for whom status, and the corresponding symbols of status, are important.
Countries, such as Egypt, the most populous country in the region, has a much lower middle class. Be sure to target your marketing materials to the correct class structure, and ask your localisation team to help with getting it right.
• Language, Localisation and Translation
As already discussed, translation alone is not enough when targeting specific areas of the Middle East. Unless you are a native speaker you are unlikely to be familiar with vocabulary, phrases and colloquialisms that are specific to certain regions.
Using a professional localisation team will guarantee that your content is tailored to the right audience, in the right place. Don’t waste money on advertising that hasn’t been localised, as chances are it is unlikely to be a good return on your investment.
• Mobile-Friendly Content
The Arab nations are just as keen on their mobile phones as their Western counterparts. Ensuring your content is mobile-friendly is vital to a successful campaign.
It is estimated that by 2019 there will be 4.3 million smartphone users in the United Arab Emirates alone, so failing to cater for this market could be a costly mistake.
• Adapt to your Audience
As a final point it is worth noting that tailoring your content and marketing campaigns, to your specific audience is vital.
For instance, if you are selling shampoo to an Arab market you must be aware that in the more conservative Arab countries such as, Saudi Arabia, most of the women wear veils. If you were to run a competition for marketing purposes, you should consider how this will work when women usually cover their hair. For example, photos or images of Arab women with their hair uncovered would be considered inappropriate.
Accessing the Middle Eastern and North African markets can be a profitable experience with the right localisation experts on hand to support your campaigns.
Remember, people the world over prefer to conduct business in their native tongue; brand confidence, company trust and repeat custom, are all far easier when marketing content and materials have been localised to a specific audience and target market.
