How Marketers Are Using Language to Attract Multicultural Consumers

Michael Carr 17 Feb 2018
How Marketers Are Using Language to Attract Multicultural Consumers

For example, companies expanding into foreign markets will have content to translate into multiple languages. However, that’s just one reason to translate for multicultural consumers. Translation and localization services are key to reaching out to customers for many businesses. Here are just a few techniques they are using.

Designing Marketing Campaigns to Reach Multicultural Communities

Marketing professionals are using language services and the knowledge they can gain from them to design marketing campaigns that are relevant to multicultural communities. In the past, these efforts were largely based in badly translated ads that often came off as clueless and culturally insensitive. Now, through a combination of cultural understanding, brands are building marketing campaigns that either include people from multicultural communities or target them exclusively.

Think about it, even in small communities there may be neighborhoods, even entire cities where large chunks of the population are not native speakers. They are consuming websites, television shows, newspapers, radio, and, of course, advertising in their native tongues. Even those who are multilingual often prefer marketing content that is in their native language.

Of course, attracting multicultural consumers with marketing goes beyond language. Just as marketers work to reach audiences by understanding their hobbies, interests, and concerns, they are now using global language services to reach the multicultural community as well.

Localizing Web And Social Media Content

As businesses expand into foreign countries, or areas where audience members come from a variety of cultures, they have to take localization into account. While translation is the process of taking what is written or spoken in one language and translating it to another, localization is making that content meaningful to local audiences.

For example, if a company expands into Thailand, the process of translating their web content to Thai may be universal no matter where in the country they establish a presence. On the other hand, localizing that content for a large metropolis such as Bangkok may be entirely different than localizing it for a rural village. This is because even though both locations are in the same country, they are likely culturally very different.

One of the roles of a marketing translation agency is to provide translators and localization specialists. These pros aren’t just available to provide the needed services to prepare websites and social media accounts to reach out to new audiences, they can provide business marketing departments with the insights they need to reach these audiences in the future.

Conduction Translation Market Research to Better Understand All Customer Segments

Market research has always been an integral part of developing marketing campaigns that work. However, if this research is only done in one language, the insights gained are very limited. That’s troublesome when marketers are trying to reach people from multiple language communities. This is where translation market research comes in. This process involves designing and implementing market research instruments to reach out to people who speak different languages.

Holding Events to Reach Out to Multicultural Customers

Marketing is more than creating advertising and social media content. Marketing departments are tasked with ensuring that brands are well regarded in the communities in which they do business. For example, if you attend a local street festival and see that various businesses have booths set up, this is driven by a desire to show a presence in that community at that event. The same goes for sponsoring local sports teams or charity events. Establishing a presence in a community can lead to establishing relationships with members of that community. This can then lead to earning new customers.

By using language translation services, brands can create these connections with community members who speak other languages. This sends the message that they care about these communities and are interested in serving them.


Marketers are using language now more than ever to attract multicultural customers. They can maximize these efforts with the help of professional localization and translation service providers.



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