Why Ecoveraging is Not Working for Indian Businesses & How To Revise Their Strategy
Boost Indian business online presence: Optimize Ecoveraging strategies by focusing on relevant local content, leveraging social media platforms, and measuring engagement effectively. Rethink your approach with Cpluz.
4 min readCpluz
Ecoveraging Not Working for Indian Businesses: Identifying the Culprits
Ecoveraging – the fusion of coverage and evergreen content in digital marketing – has long been touted as a means for enterprises to achieve continued success through consistent and quality content. The thriving usage of search engines and social networking platforms has made it a primary focus for businesses aiming to connect with their audience anytime. However, in India, the receptivity of this strategy has dwindled, and many businesses are struggling to derive optimum results. It is necessary to look deeper to uncover potential reasons behind the underperformance of ecoveraging in India.
Language Barriers
In India, where more than 22 recognized languages are spoken, the linguistic diversity becomes a major obstacle for businesses to extend their reach. With at least 70% of Indians preferring their native language, translating content to make it more relatable and comfortable can prove difficult. Despite Google’s AI-powered translation service called Google Translate, accuracy and contextualization remain concerns, and this might detract from the overall success of ecoveraging in India.
SEO Challenges
Search Engine Optimization (SEO) plays a pivotal role in ecoveraging. However, the Indian market poses different SEO challenges compared to the global market. High competition, dynamically evolving trends, lesser keyword search rates, and inadequate data interpretation often hinder Indian businesses in devising an effective ecoveraging strategy. It becomes difficult for businesses to tailor their content with the perfect mix of quality and keyword density without compromising its quality and relevance.
Accessibility and Internet Penetration Issues
Beyond the digital realm, two essential factors continue to decelerate the effectiveness of ecoveraging in India – accessibility and internet penetration. Although there's been remarkable growth in the number of internet users, access to quality broadband remains an issue, especially in rural areas. Along with this, the availability of low-cost mobile devices and payment infrastructure fuel mobile-driven internet adoption, causing a shift toward mobile-first strategies within Indian businesses. This demand and limitation contribute to a fractured ecosystem for ecoveraging, with potential to hit businesses' overall marketing strategies.
Reviving Indian Businesses’ Ecoveraging Strategies
Despite the challenges, revamping the ecoveraging strategies of Indian businesses offers great potential for success. The following adjustments and tactics can help these organizations reconsider their approach:
Personalize Your Approach
Producing high-quality content tailored to the target audience in their chosen language can help Indian businesses to stand out and resonate better with the multilingual crowd. Leveraging industry-specific content platforms and creating audience-specific user personas can assist businesses in efficiently understanding the deep-rooted preferences and needs of their audience.
Identify Cultural Relevance & Adaptability
Cupping the ever-evolving cultural nuances, festive celebrations, and trends in the evolving Indian society without diluting the message is key to achieving cultural sensitivity and relevance. Adding region-specific values and adapting content can therefore help in enhancing the retention, recall and eventually, boosting engagement.
Empower The Local Connection Through Hyperlocal Content
Focusing on hyperlocal content enables businesses to satisfy local curiosity, establish their identity as an entity linked to the area, and earn customer loyalty. Tailoring content locally within a more defined geographical boundaries increases the effectiveness and pertinence of ecoveraging in a country such as India which is celebrated for its diversity.
Tap into Influencer Marketing & Review Sites
Engaging social media influencers can lead to long-lasting exposure. Tailoring brand messages and product placements to align with the influencer's audience will result in disproportionate engagement and generate hype around the product or service. Besides influencers, incorporating favourable reviews and testimonials from real customers can act as valuable marketing strategies, especially in a country driven by recommendations.
Conclusion and Next Steps
Although the ecoveraging strategy has not been as effective for Indian businesses as they had hoped for, the challenges act as opportunities for growth, innovation, and improvement. By understanding and addressing the aforementioned barriers such as language barriers, SEO complexities, limited accessibility, and focusing on hyperlocal content, tailoring strategies to regions and cultures, leveraging influencers & user-generated content, Indian businesses can re-strategize a path towards mapping ecoveraging with increased success, and can be on their way to curating meaningful brand-consumer connections.
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