Friday, 27 February 2015

10 communication challenges only humans can solve

The strength of human communication versus machine communications

As an international marketer, your head must be spinning. Technological advances are demanding so much of your time and energy. Rest assured, technology won't change everything about international communication. Anglicity suggests below what won't change* about your future communication needs:

1. The customer will remain human.

2. The customer will remain delightfully and almost wilfully unpredictable
            - despite all market research
            - despite all market predictions
            - despite endless analytics.

3. There will always be a need for well-written, original creative copy with emotive appeal in the customer's own language.

4. Even the best machine translation will always present a brand risk without human input, because languages will keep evolving.

5. There will be an increasing need to customise your message for the idiosyncrasies of different global and regional target audiences.

6. Strategic marketing planners will always need advice on how to adapt to
            - the uneven roll-out and uptake of new technologies and devices globally
            - frequent updates and new trends
            - differing media preferences globally
            - differing attitudes and preferences between the generations.

7. There will always be a need for language experts with advice on cultural, linguistic, historical, legal and regional sensitivities. Fail to consult at your peril.

8. Making both the original and the translated word work effectively with pictures, in presentations and in videos will remain a challenge.

9. There will always be a need for conscientious communicators who check every last detail. Experienced marketers like you don't take short-cuts or risks with their brand.

10. There will always be innovative businesses needing expert guidance and consultancy services as they venture into export markets for the first time.

Yesterday's world is history. There are always new challenges to face.  Technological challenges are nothing new to the translation world. Experience of facing yesterday's challenges counts.  It demonstrates the ability to adapt to the new challenges ahead. Today's human translators are evolving into the linguistic, cultural and marketing experts that international marketers like you need. When your head is spinning with all your communication challenges, isn't it reassuring to speak to a human expert instead of a machine? Do you agree?

If you would appreciate some human help with your international marketing communications, email or call Karen on +44 (0)20 8581 9369.

Karen Andrews runs
Anglicity Ltd. She is an
experienced international 
marketer with 15 years' 
experience. Anglicity offers
marketing consultancy,
content marketing, translation
and transcreation services with a 
particular focus on innovation.
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