Native brand experiences across global multilingual marketing

In 2023, consumers expect brand experiences to be personalized to their unique needs, prompting global businesses to invest in web experiences with personalization at their core. This involves providing content and product recommendations that target a consumer’s tastes, driving additional revenue and engagement.

As part of this shift towards personalization, brands need to create multilingual content that consumers can interact with in their own unique social and cultural contexts. Marketing messages need to be tailored towards highly segmented user groups in order to drive engagement, as consumers expected companies to deliver content that isn’t just interesting, but is directly relevant to their lived experiences.

For global multilingual marketing campaigns, there are three main pillars which contribute to the ultimate native brand experience. These are familiarity, connection and trust.

Familiarity is vital in showing consumers that the brand offers goods or services that are relevant in their day-to-day lives. Brands can foster familiarity by using images or phrases that reflect customers’ home cultures in their marketing messages.

This in turn helps contribute to the second pillar: connection. By opening communication channels with consumers in their native language, brands remove friction from their brand experience. As famed marketer David Ogilvy once said: “If you’re trying to persuade people to do something… it seems to me you should use their language, the language in which they think”.

By following up marketing messages with high quality goods and services, brands are able to foster trust among their consumer base. This ultimately leads to higher levels of repeat purchase intention, and can result in brand consumers becoming brand advocates.

Alpha Creative is a division of Alpha CRC that leverages its position in a global network of linguists, copywriters and designers to provide clients with deep insight into how best to engage their target audiences through extended reach and relevance, wherever they may be.