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.
Five common multicultural marketing mistakes - and how to avoid them
