How to use AI-powered translation in your marketing strategy

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

Establishing your company in a new country offers a range of exciting possibilities to expand your business. However, your business will not be able to capitalize on new opportunities without a localized marketing campaign and a strategy to address language barriers.

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

On top of that, your business needs to function in the new environment, which requires dealing with recruiting, accounting, and other processes in a new language. Ultimately, your business needs a way to manage translation at a holistic, centralized level.

While artificial intelligence 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 that a brand uses defines the customer-brand relationship and also establishes a long-term connection.

Successful companies are using an integrated language operations (LangOps) approach 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 companies understand and communicate more effectively with new audiences, increase customer relationships, and increase brand credibility.

AI translation can help with 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 fast and efficient tool as part of a marketing strategy is the chatbot.

Chatbots act as the first line of communication without the need for the entire localization team to be online at all times. When new customers are browsing your site and need help, or if they’ve been looking at the same product page for more than a minute, chatbots can communicate with the customer and answer any questions or concerns instantly.

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

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

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

AI translation provides 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 provides 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 gather data about the new market and translating this insight to improve messaging for your social media platforms, content marketing, and ad campaigns.

Large corporations like Mastercard, Deloitte, and Credit Suisse already use 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 reporters to do more detailed 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 that is sensitive to the preferences of native speakers.

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 people or sales representatives native to the market. Using machine translation tools within LangOps can lead to a holistic approach for multilingual companies, streamlining internal processes to ensure alignment with stakeholders, particularly when it comes to your business strategy and messaging.

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

Also, if your company’s communication team is drafting a media announcement, you can quickly translate it for delivery to all targeted publications in their respective languages, while ensuring the message is sensitive to target group preferences.

A translation tool can also make it easy for product managers to create detailed briefs in their own languages ​​to help them collect, 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 wherever there is content to translate.

Meet customer expectations

Please note that AI translation does not replace the marketing function in a company; rather, it improves the efficiency of the marketing team. When companies set up shop in a new country, the usual approach is to employ large, unwieldy localization teams that only scale based on how many people are on the team. A LangOps approach that uses a small team of human editors to refine an AI-based translation will help you conserve resources.

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

Vasco Pedro is Co-Founder and CEO of Unbabel, the AI-powered language operations platform that helps companies deliver a multilingual customer experience at scale. Vasco is a seasoned expert in artificial intelligence and language technologies. After a bachelor’s degree in language learning and knowledge, Vasco went on to develop his master’s and doctorate around language technologies. He later worked at both Siemens and Google, where he helped develop technologies to better understand language and data computation.

Subscribe to SmartBrief free newsletter to receive the latest news and marketing information directly to your inbox.

Leave a Comment