Why to Include Translations in Your Marketing Strategy

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International Marketing is an emerging market that has started developing as soon as globalization did. With airline companies, fast-food franchises and clothing brands taking over the world, it is time to sit back and focus on the bird perspective when trying to understand the current trend in international marketing.

The Marketing Twist

The biggest twist in international marketing would be the fact that it can be carried out on the domestic soil. However surprising it may sound, there are some 47 million Immigrants in America. The majority of them speak some form of Asian languages, Spanish, Portuguese, Arabic and many others. This very large group comprises some 17% of the current inhabitants of the USA and speak little English.

What has been the ‘first generation curse’ could soon change, as marketers realize that there is more to the marketing than making catchy slogans. The internationality of the market that is being addressed is often overlooked, but the untapped 17% of the USA market seems inviting enough even for the most encompassing companies. Essentials such as a language service blossom in this market and there is no need not to take lessons from them. After all, translation is one of the growing industries as the world slowly turns into a global village.

Migrations and Marketing vs Globalization and Marketing

With the ever decreasing prices of airplane tickets and better travel connections, the world indeed is becoming a smaller place. The recent lockdown measures and the biggest wealth transfer in history, migrations are on the rise as well and the hyper-multiethnic background of the USA and Europe is about to become a more richly nuanced scene. As planes carry those who hope to establish a better future for themselves land, the need for the best online document translation services increases as well. After all, University degrees and birth certificates need to be professionally translated to be submitted as a valid document in any office.

The more highly diversified background of the market should send a clear signal to the marketeers that including translation in their marketing strategy is now more important than ever. It is of paramount importance to be able to address the growing population that simply does not speak English as well as other people do.

The best example can be seen in Florida, where Spanish is spoken on the streets more than English is. The highly versatile community boasts Spanish TV, Spanish news and Spanish products, all of which coexist peacefully with their English counterparts. Similar communities exist or have existed traditionally in other parts of the USA as well: the Chinatown and Little Italy in New York City being the best examples of the more northern parts of the USA.

Final Thoughts on Translation and Marketing

The untapped potential of this segment of the market is difficult to overemphasize. The multilingual community may need more assistance if your company happens to be offering services and a more diversified range of products than you can find at a local store, but simply offering a multilingual pamphlet on the street may boost your sales in ways that were difficult to predict.

The Importance of International Marketing even on domestic solid becomes more apparent by the day. What used to be more homogenous language communities have not become more varied communities with significant earning potential. This may be just the underutilized segment of the market you were hoping to find for your latest product. The next step: understanding the niche and how to best approach it.

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