Is Regional Marketing The Key To Expand Brand Customer Base?

In the era of rising linguistic diversity and digital adoption, regional marketing is a landscape that is developing as a game-changing strategy for brands in order to extend their customer base. Brands are now able to reach unexplored markets and connect with a wider audience by dwelling into regional languages and tapping cultural distinctions. 

Furthermore, regional marketing allows firms to reach out to rural areas and smaller towns where regional languages are widely spoken, offering up new growth opportunities. It enables brands to develop a personal and relatable relationship with localised audiences, fostering trust and loyalty.

In our quest to understand the relationship between brands and regional marketing being the next step for channelising their marketing strategy, we spoke to some industry experts to get their perspectives on this dynamic landscape.

Charu Kishnani, EVP – Marketing, CarDekho Group firmly believes that regional marketing plays a crucial role in broadening the customer base for brands. Talking about the strategy, Kishnani commented, “Customizing the messaging and content in context with cultural nuances can help in establishing deeper connections with a diverse audience. ‘Going Local’ is the go-to strategy for regional marketing. Localising the content builds an instant connection with the audience and helps in expanding the reach, distinguishing ourselves, and ultimately driving the growth of our customer base.” She further states, “According to a Google KPMG report, 88 per cent of internet users are more likely to respond to a digital advertisement in their local language than English. This demonstrates the power of regional content and the huge scope in the cities which are still unexplored.”

Brands today, can leverage on the digital landscape by utilising regional content across numerous channels, such as websites, social media, and more. This enables them to effectively engage customers and establish long-term relationships, particularly in the D2C businesses.

On leveraging the digital landscape, Rishabh Verma, Vice President-Marketing, Havmor Ice Cream stated, “Today, more than 50 per cent of Indian internet users of approximately 700 million people comes from rural India. Given the diversity of the country with 22 languages, the next phase of growth of digital consumption will come from new internet users consuming regional content. Hence, how brands use customisation at scale using tech will be the critical lever for their growth as regional content is more relatable and connects with consumers’ emotional levels. A recent example of Jio IPL in 11 regional languages only reinforces this point. In fact, at Havmor we developed our communication in 6 different languages, used for both Jio IPL and Digital.”

By adapting marketing messages to coincide with local sentiments, brands can create a sense of familiarity and resonate with their target audience. Content localisation which includes advertisements, social media campaigns, and website interfaces, improves the overall customer experience and establishes a strong brand presence in regional markets.

Vijay Kumar Mikkilineni, General Manager - Brand and Marketing, Centuary Mattress aptly agrees of going hyperlocal to widen their reach through the right approach of marketing messages. Mikkilineni expresses saying, “In a country like India, where language changes in every region, a marketing strategy in a single language is least likely to achieve any goals. It is critical for businesses to use relevant content to interact with their customers. One approach to do this is to provide items at multiple price points to accommodate consumers' varying budgets. Furthermore, different geographic regions may need distinct items due to differences in consumer expectations and interests. Selling products across numerous platforms, such as online and offline locations, can also assist clients gain awareness and accessibility. Going hyperlocal is advantageous as it helps to tap markets in different regions and states. It's all about striking the correct balance between meeting consumer needs and driving business success.”

Regional markets have varied consumer behaviours, purchasing patterns, and media consumption habits that businesses must negotiate. Effective translation and adaption of brand messaging while retaining its core requires significant consideration.

Divya Batra, Head of Marketing, Haldiram's Snacks Pvt Ltd. states, “Regional marketing is not just a trend, but a strategic imperative for brands seeking to tap into the diverse and untapped potential of regional markets. By speaking the language of their customers, brands can forge stronger connections, foster trust, and unlock new avenues for growth. It's time for brands to embrace regional marketing and unlock the power of local languages to expand their customer base.”

Regional marketing has enormous potential for brands to extend their customer base and establish lasting relationships with regional audiences. As India's market evolves and becomes more inclusive, regional marketing is set to be the next step for brands aiming to broaden their consumer base, promote engagement, and drive company success in this dynamic landscape.