GoDaddy’s “local first” strategy is paying dividends in India
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GoDaddy’s “local first” strategy is paying dividends in India

India is often touted as the next big Ecommerce market, and web hosting specialist GoDaddy is making impressive in-roads into the country. The company is pursuing a “local first” policy that sees it using the local dialects of each region to eliminate language barriers. It’s working, and GoDaddy says that it’s seeing almost half of its new clients from tier 2 and 3 cities. Over the long term, the company is hoping to drive even deeper engagement with these small and medium enterprises (SMEs).

GoDaddy’s share price has appreciated by 40% so far this year

graph 2706 godaddy

SOURCE: Yahoo Finance

Steven Aldrich, GoDaddy’s chief product officer, said: "Supporting our customers in India and being available to help them as they create an online presence for their venture, have been the key elements of our value proposition. We have designed our localization strategy to unlock the opportunity India's linguistic diversity presents and increase internet uptake among SMEs."

The strategy is simple: with 73% of the country’s tier 2 and 3 cities’ SMEs not speaking English, using local languages helps GoDaddy capitalize on a population that is looking for its own entry point into the digital realm. With products now available in four languages, customer support in five, and awareness campaigns in seven, GoDaddy is going all in. Aldrich explains how it’s going:

"Approximately 50 per cent of visitors on GoDaddy's India website are from Tier 2 and tier 3 cities. Similarly, almost 50 per cent of our new customers come from Tier 2 and Tier 3 cities. We are continuously working towards building awareness of online adoption among our partner ecosystem through marketing campaigns and providing products and customer care in multiple local languages for Tier 1 and Tier 2 markets, while also conducting on ground training and community development initiatives."

Disclosure

Dominion holds GoDaddy in its Global Trends Ecommerce Fund.


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