First published on July 20, 2012 by Chris Keam

 

An Indian woman is texting
The newly emerging economies of the ‘BRIC’ nations provide opportunities for companies with multilingual capabilities. Which emerging economy do you think will take off? Will Brazil’s growing middle class keep it as a democratic and economic leader in South America? Can Russia move beyond Putin’s tight grip? Will India surpass China as a South Asian leader?

Whichever of these so-called BRIC countries thrive in the 21st century, they highlight the need to be able to do business in a truly polyglot world.

Build with the New BRICs

Along with an explosion in social media has come an boom in computer use around the world.

Even more revolutionary is the global adoption of the smartphone, with its economic potential to create online markets in emerging nations.The latest economic powerhouses are being lumped together as the BRIC nations (Brazil, Russia, India, and China). Four countries that account for more than a quarter of the world’s land area and over 40% of its population. While there is a lot of potential for these markets, there remains a crucial issue for Western businesses hoping to expand into the BRIC sphere.

Online Now Means Multilingual

No doubt English will continue to hold sway over the business world. But at the consumer level, regional languages will always be the best way to reach mass audiences. Reaching consumers in those countries will mean speaking to them in their language on mobile phone interfaces. And with the limited screen space of mobile phones, it’s even more important to ensure your online content is accurate and localized, so that you aren’t losing a marketing edge to bad translations.

In-Market Translators Make it Local

LAT has translators in those markets. They can accurately reproduce the feel and tone of your marketing and advertising content within the local context. You can offer multilingual options online that let you target new customers abroad. You can also access the diverse ethnic consumers in your local markets more effectively with a multilingual approach to your online content. Automatic translations simply won’t work to turn your English copy into effective multilingual content. It takes human beings with skill and experience to get it right. That’s why LAT is offering clients a range of new services that let them leverage both the social media and multilingual trends.

Multilingual Social Media

These innovations have made it so much easier to reach out to new markets. Plus, with Western economies stagnating, it’s the right time to be looking beyond what was once called the First World. Wondering how you could manage a multilingual social media campaign? Start with a free trial of LAT’s real-time translation service. Then consider one of our social media packages, which let you create a fresh, regularly updated stream of content for your social media channels such as company Facebook pages, Twitter accounts, LinkedIn profiles, and other social media.

If you need to bring multilingual into your marketing sphere, we can help.