Localizing marketing campaign materials

Mass marketing today is replaced by mass personalization. With globalization, marketing gurus have realized the need for localization especially of marketing materials. Marketing campaigns are today brought down to the neighborhood, and are personalized to the customer taste.
Consider this, in the US alone, over 100 languages are spoken. Spanish is by far the most common language amongst non-native English speakers in the US. Of these 100 languages, there are 11 languages that correspond to populations greater that 500,000 people in the US. Communicating with the US Hispanic market in Spanish is not a courtesy; much of the Spanish speaking population in the US is not fluent in English. In fact, almost 50% of this population identifies itself as having limited English skills. This means that nearly 14 million people may not fully understand a marketed message if it is not also provided in Spanish.
According to a recently published Common Sense Advisory survey, nearly three out of four participants surveyed agreed that they were more likely to buy if the marketing materials are in their own language. Global consumers also indicated that they are willing to pay more for products with information in their own language. Nearly three out of four participants surveyed agreed they are more likely to buy products if after sale support is in their own language.
So localization of marketing campaigns cannot be dismissed. Translation or localization of marketing materials is not required by law, but rather demanded by the reseller of a product or service.
Planning a multilingual project can challenge even the most experienced companies. Finding qualified subject matter linguists, available engineers to deal with potential internationalization and localization issues, and the right talent to publish multilingual content are all crucial to the success of a localization project. You can also try machine language software or use language translation software.