There is No Longer a Standard Approach to Marketing:
It’s important for companies within any industry to appropriately market to the evolving demographic in America. Significant changes in the American cultural landscape has made multicultural marketing a must in order to stay relevant in today’s consumer markets. Reaching linguistically and culturally diverse audiences is not always the easiest thing to do. Successfully penetrating diverse markets requires strategic language solutions and a deep understanding of the culture and region associated with the audience you’re targeting. Companies must establish personalized connections with multicultural consumers in order to convert them into buyers and potentially return customers. Marketers in the past used a more standardized approach to marketing, a one size fits all strategy. Currently that method no longer resonates with the melting pot of individuals thriving in American communities. Marketers today need to focus on personalized and tailored approaches that meet the emerging needs and wants that vary from culture to culture.
Key facts about Asian Americans, a Diverse and Growing Population; Pew Research Center:
- The U.S. Asian population grew 72% between 2000 and 2015 (from 11.9 million to 20.4 million).
- Asian Americans by comparison, are the second-fastest growing group, Hispanics, increased 60% during the same period.
- As of 2015, 24% of Asian Americans (4.9 million) were of Chinese origin.
- The next two largest origin groups are Indian-origin Asians, who accounted for 20% of the national Asian population (4.0 million), and Filipinos (19%, or 3.9 million).
- Today, 59% of the U.S. Asian population was born in another country.
- Fast population growth suggests they will eventually be the nation’s largest immigrant group.
- Asian unauthorized immigrants made up about 13% of the 11.1 million unauthorized immigrants who live in the U.S.
Understanding the population shifts in American will allow your business to better accommodate and appeal to the multicultural consumers who will be exposed to your offerings. The facts listed above are only in regards to Asian Americans, what about the untapped Hispanic, Middle Eastern, African and European markets who could all fall in love with your products if only the appropriate language and cultural marketing choices were made. Your company could benefit from multiple avenues of revenue, increased diverse customer bases and a boost in brand recognition by investing in the creative language service known as transcreation.
Transcreation, The Solution to Marketing to a Modern and Diverse American Population:
Transcreation aids companies in gaining attention from diverse consumer markets by linguistically, culturally and emotionally appealing to their senses through well thought out and tailored marketing strategies. Transcreation adapts or often times completely recreates marketing messages, campaigns and content as to create an equally compelling message that transcends cultural and linguistic boundaries. Every company has a message they utilize in order to entice consumers to buy their products. That same message may not translate well enough to attract diverse markets and this is why transcreation is necessary. A team of skilled and native speaking translators, copywriters, and graphic artists work together in order to connect your brand with the diverse audience you’re targeting. Local market insights, political influences, traditional customs, mannerisms, gestures, levels of conservatism, gender views, ideologies and regional pop culture are taken into consideration when transcreating marketing content. This complete awareness of language and culture is what allows transcreation to have such a positive effect on attracting multicultural customers.
If your brand is already established or if you’re just starting up, choose the target audience that is most relevant to your business and location and have your marketing material undergo the process of transcreation in order to appeal to that audience. Investing in transcreation will ensure a payoff for years to come as the diversity in America continues to rapidly grow. Stay ahead of the marketing curve and hire a professional language service company (LSC) to gain access to a transcreation specialists that can aid you with all your creative language needs.
Niki’s Int’l Ltd. is a WBENC-Certified Women Business Enterprise with 20 years of language service experience. A global network of highly skilled interpreters and translators are available 24 hours a day, 7 days a week for on-site, telephonic and video remote interpretation services. Our linguists are available in over 350 languages and dialects, and our network includes certified interpreters and translators. Our work is guaranteed with a $1 Million Errors & Omissions policy, so that you can be confident that your project will be completed with the highest level of quality and professionalism within the field. For more information contact us at 1-877-567-8449 or visit our website at www.nilservices.com.