Article | March 11, 2020
Let’s be honest: There’s a lot of noise online. As a brand, you have more than one competitor and it can feel like an uphill battle to be seen. You know the power of social media, but your audience’s feed is curated by an algorithm. This can be incredibly frustrating for lifestyle brands and, really, any brand out there today. But there may be a way to make this reality work for you: tap into a tribe. As author and entrepreneur Seth Godin put it, “A tribe is a group of people connected to one another, connected to a leader and connected to an idea.” Tribes are groups of people who align with a similar lifestyle, similar values, similar interests. They might even go so far as feeling like a subculture—think of Harley Davidson owners. The people who ride those motorcycles recognize each other’s status, dress similarly and even create “gangs.”
Article | March 3, 2020
B2B Marketers need to take additional measures that go beyond the usual technology rollouts for successful marketing automation implementations. Aligning marketing automation tools with existing systems, and aligning the proposed solution with the enterprise business strategy are some of the steps that help marketers with successful marketing strategies. There are some additional steps marketers need to ensure to see if the implementation of marketing automation is effective.
Article | December 22, 2020
Most influential organizations need international market research as it helps formulate growth strategies and decision-making processes. Market research translation allows businesses to understand clients’ expectations, conduct competitive analysis, make educated business decisions, and much more.
Surveying multilingual consumers is challenging in multiple ways, requires language expertise, and has zero room for errors. A single mistake, miscommunication, or misunderstandings can adversely impact a company’s progress in local and international markets. Many organizations hire business translation services firms for their expertise in the sector.
Here are some do’s and don’ts of translating market research to understand the complexity of the task.
1. Native Speakers
When translating surveys, questions, and instructions, working with native speakers allows questionnaires to sound more natural and helps respondents feel comfortable when answering. Additionally, having native translators who have or are living in your target research area will help them understand the respondents better. Your translators will understand the local language and colloquialisms as well as make the questionnaire easily accessible.
2. Background Information
Your market research translation services firm should have all the necessary background information to understand your research scope and objective, along with ensuring its accuracy. Your translators should know what kind of information you need from respondents to ask the correct questions in the target language. In addition, the linguists who translate the answers would also require a complete discussion to comprehend the precise meaning of the statements made.
3. Avoid Leading Questions
Ensure that your survey has minimal leading questions, if any. Such questions decrease the accuracy of your research by guiding respondents toward specific answers. Typically, leading questions might confuse your respondents. They might answer in a different way than they would in normal circumstances. This may alter your research results and give you an erroneous image of the local market, which can impact your company’s positioning adversely in the long term.
4. Review of Target Participants
Depending on your survey region, you may need to adapt your research methods to include real-time conversations, phone interviews, besides online questionnaires. You may need to create new classes of participants for your study due to population structure variations. If required, you can reorganize your target audience categories, their number, and how you contact them.
5. Test Study Methods
Your business translation services team should test the questionnaire on a sample before you go live to ensure that all your respondents understand the instructions and questions. This also helps you avoid vague messages and poorly translated, indistinct questions. Invest some extra billing hours in testing to ensure the accuracy of your research.
1. Not Going Beyond Word-to-Word Translation
Market research documentation involves surveys, questions, videos, interactive content, and more. Along with terminology and grammatical rules, translators require details, like the respondents' voice pitch, body language, and idiomatic expressions for successful translations for the project.
2. Overlook Cultural Aspects
Researchers cannot ask the required questions or conduct a qualitative analysis of the answers without cultural insight. They simplify communication between the respondents and the translator and enable you to represent the local market accurately. Integrating cultural nuances into the research helps you create an emotional connection with the respondents and results in more accurate answers for your analysis.
3. Ignore Data Security
Adhering to data security protocols builds trust among your local audience and reduces the risk of problems with local authorities. If your questionnaires have sensitive data, avoid any data security breaches. This builds trust among your local audience and reduces the risk of issues with the law. If you take assistance from a language service provider, they should ensure that your research results and the respondents’ data are protected. Usually, your translation agency will have strong data security measures to keep your files safe and secure.
4. Forgetting to Proofread
Translating market research involves concepts that cannot always be compared in all languages, brand perceptions that differ with the region, varying local social norms for communication, and several other aspects that influence the translation and localization process. Get survey results checked and proofread by the research team before sharing them with your management and stakeholders. This ensures that analysts use accurate data to make their predictions and removes any mistakes from the document.
5. Have Fixed Deadlines
Your market research results will determine your product launches, fresh marketing strategies, and development. Proper documentation for multilingual market research needs time and patience, as rushing through the entire process can be counterproductive. Rushed translations and skipping critical phases of research might result in the omission of essential data and altering the analysis results. This could lead to a false assurance that pushes you in the incorrect course.
Multilingual market research requires translating both the instructions and surveys that enable you to investigate local markets and local respondents' data.
Article | February 1, 2021
AI is everywhere. In ecommerce and digital marketing in particular, it’s likely you’re using AI to support your activities, whether you’re aware of it or not.
In most cases, AI supported practices are a great benefit to the business. They enable improved efficiency, a reduced administrative burden and help create more effective campaigns and services.
But Nate Burke, CEO of Diginius, a UK provider of proprietary software for digital marketing and ecommerce solutions, believes businesses could be getting more out of their use of AI. In this piece, he explains how businesses can use intelligent proliferation to their advantage and really stand out from the crowd.
Today, just about every business that has some online activity benefits from AI. Whether that’s how they appear in search engines or their social media reach, for example, AI is practically everywhere.
Generally, it works in the background and requires little input from the business, while offering some valuable internal benefits, including greater efficiency, fewer administrative tasks and more successful campaigns and services.
But with it increasingly being integrated into just about every digital tool, it’s no longer the case that AI can be used as a differentiator or a way to stand out from the competition. However, that’s not to say it can’t be.
In order to really reap the rewards of AI and place your business leaps and bounds ahead of the crowd, it’s time to start taking a more proactive approach.
Now, this might sound counterintuitive. After all, AI is supposed to relieve some of the effort and input required from you. And while that isn’t entirely wrong, no matter how much technology advances, we are all still human. And humans require some element of emotional connection with brands in order for them to create successful engagement and interactions.
Ultimately, businesses need to find the perfect balance between artificial and emotional intelligence. Activities and decisions should be supported by both technology to make life easier, and human judgement, in order for output to be received well by customers.
And this has never been more important than in the current market.
The multichannel model
Online business is thriving. The number of digitally transformed companies, online sales, ecommerce channels and engagement platforms are increasing. And businesses and consumers are adapting.
The pandemic has encouraged more to embrace the shift. But as physical retail and face to face business opens back up, the multichannel model will no doubt become the new normal. However, as well as increasing workloads for management, challenges will also exist in creating cohesive and high-quality customer experiences.
But AI integration does offer a remedy. For instance, commerce solutions provide retailers with a single, centralised platform on which they can combine activity across all sales and logistics channels, both digital and offline.
Data from all areas of the business, including supply chain, sales channels and end user experience is then available in one place. This rich data is often much more valuable due to its quality and quantity, and by leveraging AI’s ability to analyse such data, you can turn it into invaluable business insight. When translated into digestible reports, such as trends and benchmarks, you can really optimise both the business’s potential and your customers’ experiences.
This takes a lot of the guess work out of the equation, ensuring the output is just as high quality as the input, and providing an informed basis in order to justify decisions.
But, your business is yours for a reason. It’s likely you have knowledge, expertise and experience in your industry, things that AI can’t, and shouldn’t, replace. Put simply, if you don’t maintain your core data, such as product attributes and tracking information, in a timely and accurate manner, then you can’t expect AI to make sense of your mess.
Artificial vs emotional intelligence
Although data driven trends and patterns are important when making business decisions, consumers cannot be simplified to a mere statistic. Rather, their emotions and intrinsic behaviours are better understood by humans.
Therefore, business owners and employees play a vital role in interpreting such data and trends, applying their sense and experiences to really comprehend what their customers want and why. And then using this to make better business decisions.
It comes down to striking a balance between the benefits offered by AI and our own emotional judgements. This way, we can create more personal and positive brand experiences that encourage engagement.
For instance, over recent months this might have involved digital marketing campaigns that are sensitive to the current global situation, yet delivered at a time and place the data has shown you your customers will receive it.
Or, perhaps a chatbot service that utilises AI to collect basic information from a user, then passes them onto a real customer service representative who can help resolve the issue in a more friendly and sensitive manner. While the business benefits from greater efficiency, wasting fewer human resources in the initial stages of the interaction, the customer still gets the personable service they so often need and prefer.
But AI is advancing at an incredible rate. It might not be long before the technology begins to understand more complex human behaviours through verbal or written cues for example, and it will be time to readjust our practices again. However, until then, human judgement remains pivotal, even in an increasingly digital world.