Introduction Summary
As globalization advances, language politics are crucial for marketers. Effective language choices are key to brand authenticity and cultural sensitivity. Translation company, RWS, emphasises combining AI with cultural insights to engage diverse audiences and brand authenticity.
The Importance of AI and Local Expertise
Jordan Cockrell, Director of Operations for HAI at RWS, highlights the critical role of integrating AI-powered translations with local expertise.
While AI offers efficiency in handling large-scale translations, it often lacks the nuanced understanding necessary for accurate cultural representation. It is crucial to combine AI with local insights that can enhance the effectiveness of marketing strategies.
“Language is more than just words; it’s a key component of cultural identity. Marketers must navigate the power dynamics in choosing which languages to use in their campaigns. Failing to respect linguistic and cultural heritage can alienate audiences and damage brand reputation.”
“In a diverse and globalised market, the language used in marketing materials is not just about clarity—it’s a reflection of brand values and inclusivity. This is particularly relevant in regions with strong indigenous or minority languages, where language is a marker of identity and pride.”
Balancing Clarity and Cultural Sensitivity
Cockrell advises marketers to balance clarity with cultural sensitivity. Simplifying language for broader appeal can inadvertently send messages that disregard cultural identities.For example, excluding significant languages from marketing materials can be perceived as dismissive of important cultural values.
“It’s essential to understand the cultural context of your target audience. This means not only translating content but also localising it to respect the cultural significance of the language. Combining AI with human expertise ensures that messaging resonates authentically with the target audience.”
Cockrell’s Top Tips for Marketers on Effectively Integrating Cultural Sensitivity and Inclusive Linguistics into Their Strategies
- Blend AI with Human Insight: “Utilise AI for efficient large-scale translation while integrating feedback from local experts to ensure translations are contextually appropriate and culturally sensitive.”
- Prioritise Localisation Over Translation: “Focus on localising content to align with cultural norms and values. Engage with local specialists to adapt messaging that respects and reflects the cultural identities of your target audience.”
- Continuously Test and Iterate: “Regularly test your localised content with diverse focus groups. Use their feedback to refine messaging, ensuring it resonates effectively across different cultural groups.”
- Leverage RWS’s HAI Platform: “Use RWS’s HAI, an AI-powered translation platform, to streamline your translation process. HAI combines advanced technology with human expertise to provide fast, accurate, and culturally relevant translations, making it easier to manage projects and maintain high-quality, inclusive content.”
The Rising Demand for Linguistic Inclusivity
Recent data compiled by RWS reveals a surge in demand for translations of endangered languages. Searches for translators of 27 endangered languages have increased by over 100% in recent months, reflecting a growing awareness of linguistic diversity and the need for preservation.
Cockrell underscores that this trend is a wake-up call for marketers.
“Support for minority languages is not limited to specific regions, as research has shown demand for translators in languages around the world. The push for inclusive language strategies should be a global priority, ensuring that marketing efforts are both culturally sensitive and effective.”
A Call to Action for Marketers
Cockrell concludes, “In a time where inclusivity is more important than ever, marketers must go beyond the basics of translation and embrace the cultural nuances that make each language unique. This approach not only helps brands avoid potential pitfalls but also positions them as truly global and inclusive, resonating effectively with diverse audiences worldwide.”
For more insights on integrating AI and cultural expertise into marketing strategies, visit HAI by RWS.
ABOUT THE AUTHOR
Jordan Cockrell
Director of Operations for HAI, RWS
Jordan is Director of Operations for HAI, RWS’s AI-powered online translation portal. She is a seasoned operations manager with a proven track record in the localization industry. With a passion for exceeding client expectations, Jordan’s focus with HAI is on ensuring operational efficiency, onboarding clients seamlessly, and delivering bespoke solutions.
