Many brands within the local market strategically target specific audiences. A company can identify their loyal customers, hit hard on its advertising and even develop the number of locations it has open. However, the game changes once a brand becomes globally recognized. Though marketing agencies can boost strategic publicity, there are many elements comprising global promotion.
One key element to multicultural marketing is language. Companies choosing to target audiences with one set language miss the opportunity to attract clients who simply don’t speak the language they’re displaying. For companies advertising in English, hiring a native speaker of a co-dominant language will assist in multicultural outreach by speaking to diverse clients in their language.
Reported by Business 2 Business, Forbes stated, “By 2042, no single ethnic group will be a majority, and America will truly fulfill our ‘melting pot’ title.” With more immigrants traveling to America, it’s critical to speak a foreign citizen’s language and culture. Simply speaking another language doesn’t include knowing what symbols or colors could be offensive to other ethnicities.
Additionally, languages and meanings of foreign words must always be double checked to save a company from embarrassment. Marketing agencies can help excel a brand’s services promote flawless advertising, but if done by the wrong hands, restoring a company’s credibility can be a corporate nightmare.
Furthermore, large conglomerates in Canada are taking advantage of targeting citizens who speak languages other than English and French. Kruger Inc. is a Canadian corporation producing paper, tissue and lumber products from recycled materials. One of their advertisements featured its services in Cantonese, a language less spoken in Canada.
An article by The Globe and Mail Nancy Marcus, corporate vice president of marketing at Kruger, said, “It’s much easier and cheaper to just adapt an ad into other languages, but because we are committed to understanding diversity in Canada, we took that step.” Marketing agencies are at the ready to help brands adapt their multicultural strategies as Kruger has done.
Additionally, The Globe and Mail reported Clorox Canada produced multicultural work targeting South Asian and Chinese consumers in 2012. Clorox created websites in customized languages, produced articles for ethnic newspapers and incorporated various cultural insights in their television commercials. As a result of their efforts to strengthen its relationship with cultural clients, Clorox saw a greater brand recall and higher numbers of purchases amongst targeted consumers.
The importance of speaking to several audiences within a brand’s market continues to grow as more diversity settles into American soil. American advertisements can no longer target only English speakers. Instead, marketing agencies can assist in expanding multicultural audiences by speaking to them in effective ways.
Jeffrey Herbert writes for Fusion 360, an SEO and content marketing agency. He writes for many other clients as well. Follow on Twitter
One key element to multicultural marketing is language. Companies choosing to target audiences with one set language miss the opportunity to attract clients who simply don’t speak the language they’re displaying. For companies advertising in English, hiring a native speaker of a co-dominant language will assist in multicultural outreach by speaking to diverse clients in their language.
Reported by Business 2 Business, Forbes stated, “By 2042, no single ethnic group will be a majority, and America will truly fulfill our ‘melting pot’ title.” With more immigrants traveling to America, it’s critical to speak a foreign citizen’s language and culture. Simply speaking another language doesn’t include knowing what symbols or colors could be offensive to other ethnicities.
Additionally, languages and meanings of foreign words must always be double checked to save a company from embarrassment. Marketing agencies can help excel a brand’s services promote flawless advertising, but if done by the wrong hands, restoring a company’s credibility can be a corporate nightmare.
Furthermore, large conglomerates in Canada are taking advantage of targeting citizens who speak languages other than English and French. Kruger Inc. is a Canadian corporation producing paper, tissue and lumber products from recycled materials. One of their advertisements featured its services in Cantonese, a language less spoken in Canada.
An article by The Globe and Mail Nancy Marcus, corporate vice president of marketing at Kruger, said, “It’s much easier and cheaper to just adapt an ad into other languages, but because we are committed to understanding diversity in Canada, we took that step.” Marketing agencies are at the ready to help brands adapt their multicultural strategies as Kruger has done.
Additionally, The Globe and Mail reported Clorox Canada produced multicultural work targeting South Asian and Chinese consumers in 2012. Clorox created websites in customized languages, produced articles for ethnic newspapers and incorporated various cultural insights in their television commercials. As a result of their efforts to strengthen its relationship with cultural clients, Clorox saw a greater brand recall and higher numbers of purchases amongst targeted consumers.
The importance of speaking to several audiences within a brand’s market continues to grow as more diversity settles into American soil. American advertisements can no longer target only English speakers. Instead, marketing agencies can assist in expanding multicultural audiences by speaking to them in effective ways.
Jeffrey Herbert writes for Fusion 360, an SEO and content marketing agency. He writes for many other clients as well. Follow on Twitter