Five common multicultural marketing mistakes – and how to avoid them
Appealing to audiences in their native language is one of the most important aspects of a successful marketing campaign.
In Australia alone, nearly 20% of the population speaks a language other than English at home – in other words, if your campaign isn’t appealing to communities in their language preference, you’re losing out.
Mark Saba, CEO of LEXIGO, a leading translation service and multicultural communication provider for businesses, explains how there’s more to successfully speaking to multicultural markets than a simple translation.
Appealing to audiences in their native language is one of the most important aspects of a successful marketing campaign. In Australia alone, nearly 20% of the population speaks a language other than English at home – in other words, if your campaign isn’t appealing to communities in their language preference, you’re losing out.
When it comes to multicultural markets, however, there’s more to a successful campaign than simply translating an English message into another language. Many marketers make the same mistakes when targeting audiences in their language, but with just a little extra effort and investment, you’ll be well on your way to successfully communicating with Australia’s rich multicultural communities.
Here are five guiding principles when it comes to developing content and campaigns that cut through to your audience.
