How to use AI-powered translation in your marketing strategy - SmartBrief

How to use AI-powered translation in your marketing strategy – SmartBrief

Gerd Altmann/Pixabay
(Image credit: Gerd Altmann/Pixabay)

Setting up your business in a new country offers a range of exciting opportunities to grow your business. However, your business won’t be able to capitalize on new opportunities without a localized marketing campaign and a strategy to overcome language barriers.

Customers prefer to read reviews in their native language, buy products from websites that speak their language, and read information they understand.

On top of that, your business has to operate in the new environment, which requires handling hiring, accounting, and other processes in a new language. Ultimately, your business needs a way to manage translation at a holistic and centralized level.

While AI for language translation is a powerful tool for creating efficiencies within your business, it is absolutely crucial for building trust with consumers. The type of language used by a brand defines the customer-brand relationship and also establishes a long-term connection.

Successful companies use an integrated approach to language operations (LangOps) that uses existing tools, such as machine translation, in combination with human editors. LangOps can improve organizations’ marketing strategies and processes. It can also help businesses understand and communicate more effectively with new audiences, develop customer relationships, and increase brand credibility.

AI translation can help frontline communications

When considering expanding into a new market, businesses need to understand the language of their new customer base well enough to generate new leads. A quick and effective tool as part of a marketing strategy is the chatbot.

Chatbots act on the front line of communication without requiring the entire localization team to be online at all times. When new customers browse your site and need help, or if they’ve been on the same product page for more than a minute, chatbots can reach out to the customer and instantly answer any questions or concerns they have.

Conversational commerce – which means using online customer service and chatbots to deliver personalized shopping experiences and drive sales – has exploded in the e-commerce industry due to its ease of use.

You can go further by implementing an AI translation layer. Using AI, chatbots will be able to answer questions and sell products to potential customers in any language.

Another way to integrate AI translation technology is to collect customer questions about chatbots, along with the appropriate answers, to create comprehensive FAQs for the website, which can then be made available. customers in different languages.

AI translation brings a marketing nuance

As your business expands into new markets, you need to create marketing campaigns that appeal to your target audience’s preferred tone and style. Using an AI translation solution like LangOps offers a nuanced approach to language and can help you avoid a big marketing faux pas.

You can also use AI translation to understand how a native target audience reacts to an ad campaign. Other possibilities include conducting surveys and polls to glean data about the new market, and translating this information to improve your social media platforms’ messaging, content marketing, and advertising campaigns.

Large companies like Mastercard, Deloitte, and Credit Suisse are already using AI marketing tools to automate content creation, allowing them to increase productivity by creating content in less time. The Associated Press uses AI to write corporate earnings reports, freeing up journalists to do more in-depth reporting. You can apply an AI translation layer to the marketing tools you already use to quickly and efficiently write content that appeals to the new market, in a tone and style sensitive to native speaker preferences.

AI translation streamlines processes

With the expansion of the market, it is difficult to communicate with a range of potential new stakeholders within your company, whether they are new marketing employees, public relations managers or sales representatives native to the market. . Using machine translation tools in LangOps can lead to a holistic approach for multilingual businesses, streamlining internal processes to ensure alignment with stakeholders, especially when it comes to your messaging and strategy. company.

There are many examples of marketing use cases where AI translation can be used. It can be used to translate and maintain product catalogs, product literature, price lists, and other sales materials for sales reps.

Additionally, if your company’s communications team writes a media announcement, they can have it translated quickly to reach all targeted publications in their respective languages, while ensuring that the message is sensitive to the preferences of the target group.

A translation tool can also facilitate the creation of detailed briefs for product managers in their own language to help them gather, manage and prioritize market and customer requirements. The list of ways to help your marketing efforts by integrating an AI-powered translation layer is long, and the tool can be used anywhere there is content to translate.

Meet customer expectations

Note that AI translation does not replace the marketing function in a company; on the contrary, it improves the efficiency of the marketing team. When companies move into a new country, the usual approach is to employ large, unwieldy localization teams that scale solely based on the number of people on the team. A LangOps approach that uses a small team of human writers to fine-tune an AI-powered translation will help you conserve your resources.

By using an AI-powered translation layer, marketing teams can easily target and attract new customers, as marketers can focus on building new strategies without being tied down by the translation aspect. As AI improves, customer expectations rise accordingly. You can ensure your marketing campaigns are ahead of the game by leveraging AI technology for fast and efficient translation.

Vasco Pedro is the co-founder and CEO of Unbabel, the AI-powered language operations platform that helps businesses deliver multilingual customer experiences at scale. Vasco is a seasoned expert in AI and language technologies. After a degree in language and knowledge learning, Vasco developed his master’s and doctorate around language technologies. He then worked at Siemens and Google, where he helped develop technologies to better understand data computation and language.

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