Insights, Marketing

Digital Marketing Trends for 2021

Aykut Aslantas, Marketing Director of Tarjama shares his foresights about 2021 in such a challenging digital world and gives us essential, applicable advice on how to succeed in the new world order after the global pandemic conditions

At the beginning of every year, there is always great attention to digital marketing trends and marketing innovations. Examining the innovations in digital marketing, technology, and platforms and preparing a guide that can help marketers or brands to take active roles to identify new opportunities may sound conventional, but it creates a great value.

Every year I’m trying to create content to help marketers to focus on the digital marketing tendencies that will help them succeed but as you know, this year is not like every other year. That is why we need to take a different perspective.

As you know COVID-19 pandemic shook the traditional ways to do business and drove companies into a new marketing strategy. More and more products and services went online and many of the workers will keep working remote for most of the year or semi-remote. Various client responses to COVID-19 which lasted for months gave information about marketing trends that function on this new normal and what expects us in 2021.

In this year, digital marketing trends seem to circuit around 2 almost conflicting notions. The first one is individualization that tackles real issues and tailors the content (as opposed to mass appeal) to fit to the customers with a more interest/relevance focus and demographic segment basis. We can take the second one as tasks that require much more mechanical and technical optimization that your happy clients do not actually see.

So what are the fundamental digital marketing trends in 2021 that your business/brand needs to pay attention to to interact with and keep existing customers and also to create more traffic, potential clients, and income?

1) Artificial Intelligence

Digital Marketing Trends - Artificial Intelligence — 3D Rendering Glowing Ai artificial intelligence technology Chipset CPU on circuit board. electronic and technology Concept.

If you haven’t noticed yet, 2021 could be the year that many people will notice the domination of artificial intelligence (AI). It is certain that AI will take a big role in global trade and industry and it has already taken over many simple tasks.

Just a couple of years ago marketers were reluctant to include AI in their digital marketing strategies. But since this year uncertainty has decreased compared to the results it can deliver they have gained much more confidence in using artificial intelligence. These smart tools are getting more and more developed and they are slowly going to the point to outpace humans in some ways that we can see.

In a survey more than 1,600 digital marketing professionals took part, 61% of marketers said AI and ML (machine learning) will be the top data initiatives next year. (Source: MeMSQL)

In Salesforce survey showed that 51% of marketers are already using AI and 27% are planning to include it in their strategy in 2021.

AI is actively used in the fields I mentioned below, and I believe it will boost many other services in the not-too-distant future.

• Basic communication (via Chatbots)
• Product recommendation
• Content creation
• Email personalization
• Ecommerce processes and personalization

2) Programmatic advertising

Digital Marketing Trends for 2021 - Programmatic advertising

Programmatic advertising is using AI to automize buying ads to target more specific target groups. For example, real-time bidding is a programmatic way to buy ads. This automation is much more productive and fast which translates into a higher conversion rate and lower cost for customer acquisition.

Most of the search based manual ad campaigns (even the ones which are implemented by professional tools) take 3 or 4 targets into consideration: keyword, time of the day, and location. Programmatic advertising platforms can use hundreds of signals to personalize the ad and even target based on lifestyle or behavioral habits when integrated with customer data platforms.

In order to use programmatic advertising first thing, you need to do is deciding whom you are targeting and what you are planning to achieve via addressing them directly. Programmatic advertising is not bound with one single aim and can be utilized for getting different results.

3) Dialogue Marketing

Digital Marketing Trends for 2021 - Dialogue Marketing

With all this vibe about chatbots, the reality of modern marketing becomes clearer: “more talkative communication”. People demand it this way and brands respond. 82% of consumers demand “instant” answers when they have a problem or question. And most of the time they want real humans rather than bots.

Dialogue marketing makes the real-time connection between marketers and clients way easier. Unlike traditional strategies, this marketing method can be used in multiple channels and enable brands to talk to clients in their own terms: best-fitting devices, platforms, and timelines to the customer.

Ultimately, the primary goal of dialogue marketing is to improve user experience through a feedback-driven model that encourages higher and greater engagement.

4) Video Marketing

Digital Marketing Trends for 2021 - Video Marketing

Currently, video marketing is not one of the most important marketing trends but we are sure it will be used much more actively, probably in the upcoming 5-10 years.

These numbers show the importance of adding videos to your marketing strategy in 2021:

• 70% of consumers say they share videos of brands
• 72% of businesses say video increases their conversion rate
• 52% of consumers say watching product videos make it safer for them to buy products online
• 65% of managers visit websites of marketers and 39% call a seller after watching videos

Don’t take only YouTube for video. Never forget that since you can post a video and/or live stream on Facebook, Instagram or LinkedIn, there are many ways to engage more with your video marketing.

The videos on your website have a 50 times more chance to create organic traffic. Why? Since people find video content more interesting Google ranks pages that include videos higher.

One of the best things about video marketing is that it gives you the opportunity to reshape your content. Imagine you are creating a video content for your YouTube channel. Instead of posting it only on YouTube, you can also:

• Transcribe your video to have the text version
• To rank better embed your video on your blog and add the transcription.
• Copy the audio and use it as a podcast
• Use thumbnails on your email marketing campaigns and include the word “video” to subjects to increase opening rates

5) Image Search

Digital Marketing Trends for 2021 - Image Search

Image search can drive user experience to another level:

People are uploading pictures to search and get more specific results.

– Pinterest Lens

Not surprisingly Pinterest opted in to image search in no time. They came up with Lens to help users to search images to see where they can buy specific products, see similar products, and what people say about that product.

– Google Lens

Pinterest is not the only company investing in Image Search. Google Lens is Google’s image search engine that can affiliate things and significant points.

Today in social media platforms:

– 60% of Gen-Y pays more attention to image search abilities than all other new technologies
– 20% of searches on Google are image searches
– In Pinterest, there are more than 600 million image queries monthly

Marketing experts can play their cards well in 2021 by using image search to attract new clients and provide them the perfect products.

6) Micro-Moments

Micro-moments are “rich moments that a person turns to a device to act on his/her needs, to know, go, make or buy.”

In order to benefit from micro-moments in 2021, you need to be there when users are searching for information or as Google says you need to “be there, useful and fast”

With the increasing popularity of micro-moments, marketers need to rethink their linear marketing funnels: “awareness, consideration, and conversion.”

The customer journey in 2021 and onward will become more dynamic and unpredictable due to the need to respond to swift changes in consumer demand. After all, people got used to getting satisfied immediately in the mobile era. If they think or talk about something they want to get to know more, learn more, and buy more within a couple of clicks.

You should do these in 2021 to benefit from micro-moments the most:

• Determine your customer’s “I want to buy” moment
• Be there at that moment
• Provide related content
• Make it easy to shop
• Measure every moment that matters

If producing relevant content is an indispensable element of your marketing efforts and you have an international target audience, we are pleased to get you to the global stage with our AI-powered language solutions for unique content needs in 55 languages.

Sources :

https://digitalage.com.tr/makale/yeni-yilin-dijital-pazarlama-trendleri/

From Code to Culture: LLMs and Humans Bridging Global Dialects

Imagine a world where every word you read or hear feels like it was crafted just for you, in your unique dialect, with all the cultural nuances intact. Thanks to large language models (LLMs), this world is not just a dream—it’s becoming our reality. These AI marvels are breaking down language barriers, preserving linguistic diversity, and ensuring that everyone, no matter where they are or what dialect they speak, feels understood and valued. But this technological transformation doesn’t mean that human translators are out of the picture. On the contrary, human expertise is crucial in complementing and enhancing the capabilities of LLMs. Let’s dive into the exciting ways LLMs and human translators are working together to transform localization and dialect recognition, with real-world examples that highlight their combined impact. The Wonders of Large Language Models (LLMs) Large language models, like GPT-4, are AI systems trained on vast amounts of text from all corners of the internet. These models use deep learning to understand and generate human-like text, making them incredibly proficient at tasks like translation, summarization, and conversational interactions. Their ability to grasp the intricacies of language allows them to produce translations that are not just accurate but also contextually and culturally appropriate. Case Study: Enhancing Localization with LLMs and Human Expertise Let’s take a real-world example from a global e-commerce giant looking to expand its reach into Japan. Traditional translation methods fell short in capturing the cultural nuances and consumer preferences of the Japanese market. Enter LLMs and a team of human translators. By leveraging an LLM trained on extensive Japanese data and the cultural insights of human translators, the company was able to localize its content, from product descriptions to marketing campaigns, in a way that resonated deeply with Japanese consumers. The result? A significant boost in customer engagement and sales. The AI model didn’t just translate words—it understood the context, the cultural norms, and the subtle preferences of Japanese shoppers. Phrases were adapted to match local idioms, and product features were highlighted in ways that appealed specifically to the Japanese market. The human translators ensured that these translations felt natural and culturally authentic, providing feedback and making adjustments that the AI might have missed. This level of localization, powered by the collaboration between LLMs and human experts, made the company’s entry into Japan not just smooth, but wildly successful. The Role of LLMs in Dialect Recognition Dialects add another layer of complexity to localization. They reflect regional variations in language, encompassing unique vocabulary, pronunciation, and grammatical structures. Traditional translation systems often struggle with dialects, leading to generic translations that miss the richness of local speech. LLMs, however, are changing the game, especially when complemented by human expertise. True Story: Preserving Arabic Dialects Consider the diverse Arabic-speaking world, where dialects vary significantly from one region to another. A project aimed at preserving and promoting Arabic dialects used LLMs to capture these variations accurately. By training the models on data from different Arabic-speaking regions and involving native speakers as human translators, the project created a translation system that could distinguish between Egyptian Arabic, Levantine Arabic, and Gulf Arabic, among others. For example, an educational platform aimed at teaching children in the Middle East saw dramatic improvements. Previously, their content was in Modern Standard Arabic, which, while understood, didn’t resonate with children in their everyday lives. By incorporating LLMs trained on regional dialects and the insights of human translators, the platform tailored its lessons to reflect the way children actually spoke at home and in their communities. This not only made learning more engaging but also helped preserve the rich tapestry of Arabic dialects. Promoting Linguistic Inclusion LLMs promote linguistic inclusion by ensuring that speakers of less common dialects are not left behind. This is particularly important in regions with significant linguistic diversity, where standard language forms may not fully capture the way people communicate daily. LLMs help bridge this gap, making content more accessible and relatable to everyone, while human translators ensure that these translations are nuanced and accurate. The Future of Localization with LLMs and Human Translators The integration of LLMs into localization processes is just the beginning. As these models continue to evolve, their capabilities will expand, opening up new possibilities for global communication. Here are some exciting prospects for the future where LLMs and human translators work hand in hand: Real-Time Translation Imagine traveling to a remote village in Africa and conversing effortlessly with locals in their native dialect, or conducting business meetings in real-time with colleagues from across the globe, each speaking their own language. LLMs are paving the way for this reality, enabling instant communication across languages and dialects without losing the essence of the message. Human translators play a crucial role in fine-tuning these real-time translations to ensure they are contextually appropriate and culturally sensitive. Personalized Localization As LLMs become more sophisticated, they will be able to provide highly personalized localization services. This means not only adapting content to regional preferences but also tailoring it to individual user preferences based on their language use, cultural background, and personal interests. Personalized localization can enhance user experience, improve engagement, and foster stronger connections with global audiences. Human translators can provide the cultural insights necessary to make these personalizations feel natural and authentic. Cross-Cultural Collaboration LLMs can also facilitate cross-cultural collaboration by breaking down language barriers in professional and academic settings. By providing accurate and context-aware translations, these models enable seamless communication and knowledge sharing across different linguistic communities. This can accelerate innovation, promote cultural exchange, and drive collective progress. Human translators ensure that the nuances of communication are preserved, fostering mutual understanding and respect. Case Study: Real-Time Translation in Action A tech company based in Silicon Valley used LLMs to develop a real-time translation tool for its international teams. Previously, language barriers caused delays and misunderstandings. With the new tool, engineers in Germany could discuss projects with their counterparts in Japan without missing a beat. The LLM didn’t just translate words—it maintained the technical

July 31, 2024

AMT: Bridging the Arabic Translation Gap with Robust Refined Data

At the core of any machine translation system or GenAI is the training data that powers it – without high-quality, vast training datasets, even the most advanced algorithms fail to deliver accurate translations. The efficacy and capabilities of AI translation tools rely wholly on letting algorithms learn the true breadth and nuances of languages via data at scale. Training data encompasses not just vocabulary but the contextual and cultural wisdom that enables translating ideas versus words. It is this data flowing through neural networks that allows AI translation models to decode intricate grammar rules, learn platitudes and phrases, identify positive versus negative tones, and pick up on societal norms critical for localization. As cross-border business and communications continue expanding globally, the need for accurate and culturally nuanced translations into languages like Arabic is greater than ever. However, free online translation tools often fall short of properly conveying context and emotion essential for resonating with local audiences. Google Translate relies on crowdsourced translations from random contributors instead of professional linguists. Anyone from experts to laypeople can submit translated terms, phrases, and idioms, often inaccurately. This lack of quality control introduces serious risks when using Google Translate for vital communications. On the other hand, entrusting confidential documents to Google Translate is akin to letting an unqualified friend handle critical legal translations. Perhaps even worse, some mischievous contributors intentionally submit offensive translations to troll the system. This is where pioneering localization service providers like Tarjama can step in to address the need for quality Arabic-secured translations. Harnessing more than 15 years of expertise, Tarjama’s specialized neural machine translation (AMT) engine effectively connects advanced AI with the intricacies of the Arabic language. This is achieved by leveraging top-notch business data and the collaborative power of human linguists, ensuring the delivery of accurate, business-centric Arabic translations. Tarjama’s AMT integrates easily into workflows while securing data with stringent encryption measures per ISO 27001 standards. Additionally, tailored AMT models can be custom-trained on client data for unparalleled accuracy. Acknowledging the distinctive challenge presented by the scarcity of Arabic low-sourced data in the realms of information processing and artificial intelligence, the constraints on resources for the Arabic language, when compared to more extensively studied counterparts, pose a significant obstacle to obtaining comprehensive and diverse datasets. Addressing typical limitations associated with Low-Resource Language, such as Arabic, Tarjama employs an advanced Human-in-the-Loop approach to navigate these challenges effectively. This innovative methodology involves collaboration between in-house translators and AI, working together to enhance outputs by rectifying factual errors, refining language to achieve near-human fluency, and employing appropriate terms and styles. With a foundation of robust and meticulously refined Arabic data, the AMT system attains elevated proficiency levels, leveraging the expertise of seasoned linguists to ensure precision and sensitivity in translations. Furthermore, Tarjama actively contributes to the progress of Arabic Natural Language Processing (NLP) research. Through the provision of Arabic datasets and valuable insights to various institutions, Tarjama plays a pivotal role in advancing Arabic AI, ultimately enhancing its capacity to serve the language’s vast community of half a billion speakers on a global scale. As businesses expand into the Middle East’s booming markets, precise Arabic localization is key to engaging consumers. With their tech-enabled human translators, Tarjama unlocks the potential of AI to provide high-quality Arabic translations that Arabic speakers trust. Keen to delve deeper into AMT? Whether you’re a startup or a global enterprise, we’re here to assist you in devising a tailored plan that suits your needs. Reach out to one of our proficient product experts today!

January 26, 2024

The Influence of AI on translation and localization in 2024: 5 Emerging Trends to Keep an Eye On

As we navigate the language-rich landscape of global business in 2024, the influence of AI on translation and localization is transformative. Embracing these emerging trends allows businesses to not only overcome language barriers but also create a more immersive and authentic experience for their global audiences. The growing demand for multilingual AI translation technology, coupled with the increasing marketing needs and evolving privacy/disclosure laws, propels the expansion of the Translation Service sector. According to Globe News Wire, the translation service market is poised to reach USD 47.21 billion, with a projected CAGR of 2.60% by 2030. The synergy between AI and language services is unlocking new possibilities for cross-cultural communication, setting the stage for a more interconnected and inclusive global marketplace. 1. Advanced Neural Machine Translation (NMT) The progression of Neural Machine Translation (NMT) powered by Artificial Intelligence (AI) has fundamentally transformed language services. Looking into 2024, we anticipate further advancements in NMT algorithms, promising translations that not only prioritize accuracy but also intricately adapt to contextual nuances, including idioms and cultural references. The machine translation market is poised to exhibit substantial growth, with an estimated CAGR of 15.19% from 2022 to 2027. This growth forecasts an increase in market size by USD 1,022.6 million. Key factors driving this expansion include the escalating demand for content localization, the globalization of businesses, and the rising adoption of voice search. In essence, the machine translation market comprises software solutions that glean meaningful insights into human sentiments and opinions by collecting, measuring, and categorizing voice and speech data from sources such as audio files and calls. A notable trend influencing language services is the increasing integration of AI, particularly NMT, with Computer-Aided Translation (CAT) tools. This collaboration introduces features like automated terminology suggestions and context-aware translation recommendations. Businesses leveraging advanced NMT can enhance the quality of their translations while significantly reducing the time and cost associated with traditional language services. As a result, companies can streamline their global communication, making it more efficient and culturally resonant with their target audiences. 2. Customized Localization Through AI Insights In 2024, the scope of localization extends beyond mere translation, encompassing the adaptation of content to align with the cultural, linguistic, and regional preferences of the target audience. AI assumes a pivotal role in this process, offering crucial insights for customized localization. By scrutinizing data from diverse sources, such as social media, user behavior, and market trends, AI becomes a guiding force for businesses, enabling them to tailor content to specific audiences and increase their profits. A study by Harvard Business Review underscores the significance of this approach, revealing that brands leveraging localization services are 1.5 times more likely to achieve heightened profits compared to those that overlook this strategic practice. Customized localization not only ensures that the language is accurate but also considers cultural sensitivities, idiomatic expressions, and visual elements that resonate with the local audience. AI-driven insights empower businesses to create content that feels native to each market, enhancing user engagement and fostering a deeper connection with global consumers. The use of data-driven budgeting decisions further enhances efficiency in resource allocation, translating high-value content while employing machine translation for less critical material. Analyzing social media metrics becomes a powerful tool for understanding market sentiment and identifying areas for growth. The iterative nature of using data allows businesses to continuously refine their strategies, ensuring they remain responsive to the evolving demands of the global market. The symbiosis between AI and localization practices emerges as a strategic imperative for organizations striving to thrive in the interconnected and culturally diverse marketplace of 2024. 3. Real-time Language Support with AI-Powered Chatbots: In 2024, AI is reshaping global customer support by revolutionizing real-time language assistance through AI-powered chatbots. These chatbots, equipped with NLP capabilities, interact seamlessly with users in multiple languages, offering instant assistance and resolving queries efficiently. Businesses are increasingly incorporating AI-driven chatbots for multilingual customer support, improving user experiences and allowing scalable language support without a proportional increase in human resources. AI chatbots ensure consistent and accurate communication across diverse language markets. AI-driven localization is poised to power personalized customer experiences in 2024, capitalizing on the opportunity for businesses to deliver a personalized approach currently underutilized by over half 61% of global enterprises. The localization industry will witness a wave of innovation, leveraging AI and Language Model Systems (LLMs) to create deeply personalized experiences across global markets. These technologies bring a new level of automation to content translation, allowing human resources to focus on critical assets, while automated quality checks ensure fit-for-purpose content at every step. 4. Improved Speech-to-Speech and Speech-to-Text Translation Technologies Leveraging AI capabilities, speech-to-text software is transforming various applications, including hands-free note-taking, live captioning, and elevated customer service. It efficiently converts spoken words into written text, facilitating rapid and effective creation of emails, generating helpful meeting and event transcripts, and enhancing overall accessibility. The adoption of speech recognition for transcribing audio and video content not only streamlines business processes but also fosters accessibility. As we move into 2024, we anticipate significant strides in speech-to-speech and speech-to-text translation technologies. These advancements enable real-time, precise translations of spoken language, effectively dismantling communication barriers. Notably, the technology now accommodates a wider array of dialects and accents, fostering greater inclusivity in communication. This development carries profound implications across sectors such as international business, education, and healthcare, where clear and accurate communication is imperative. These evolving technologies will not only boost translation efficiency but also elevate the quality of cross-cultural interactions, fostering a more connected and accessible world. 5. Growth of Transcreation and personalized content generation Transcreation stands as a specialized art within the realm of translation, striving not merely to convert words from one language to another, but to transform a message while retaining its original essence and impact. Widely embraced in marketing, this approach serves as a key asset in cross-cultural communication, offering a distinctive edge in conveying messages effectively across diverse audiences. The surge in customer demand for personalized content is propelling the need for both

January 17, 2024

5 Signs Your Business is Ready For Global Growth

You have the spirit of entrepreneurship and an innovative idea for establishing a business. This business will go through phases as you grow and produce better products or services. Naturally, you focus on the local market first because getting a big share there is easier. You already know your demographics, buyer personas, economics, and more. However, there will be times when your startup expenses are entirely over the national market, and you need global growth to progress within your industry. That is when you should be ready for international business expansion; it is necessary but also a long shot. You have to be sure your company has a solid foundation to handle operating on a global scale. We can list the reasons why companies go global as: – They have dominance over their local market, – They seek continuous success, – There is a consistent demand from overseas, – They have the necessary fund, expertise – Progress and development require expansion. Here are five signs that show that your business is ripe and prepared to go global: You Start Having International Customers One of the first signs that indicate that you may start considering global growth is attracting customers from overseas. This shows your product or service interests international customers. However, the flow of international customers should be consistent. Then you know the demand is building up. So you should track the sign for weeks, even months, to ensure that establishing steady sales overseas is possible. You Have A Strong Plan for Operations The biggest challenge you would face is organizing your operations. It would help if you did extensive research about your target area; its business law, taxes, shipping arrangement all should be precisely planned so that you can make an impactful entrance to the market. It is all about function. Without a smooth operating system, you cannot create a reputable brand identity regardless of the quality of your products. You need local sales, development, and marketing teams established that know the buyer personas. Therefore, you make sure that your services can maintain the same quality everywhere. You Produce High-Quality Products The international market is a fighting pit; you will have many rivals with much more experience. Companies going international should be ready for the competition. It is hard to navigate obstacles that will show up at every stage of your global growth journey. The quality of your products or services is what will make you stand out among your competitors. Consumers have become so conscious and selective that they can spot any defect. This means you must be confident in your products and be sure they are excellent. You Localize Everything Ensuring your success overseas depends mostly on adapting your strategies, operations, products, and business identity to your target market. Companies that should go global are the ones that completed the localization process, working with professional language service providers and marketing teams. Localization means adapting all your content to your target market according to its: – Culture, – Customs, – Language, – Law, – Demographics, – Interests, – Buyer personas, and more. It is all about creating target-audience-oriented content. You are at the dead-end if you do not speak the same language as your target customers. You cannot expect the market to fit you; on the contrary, you should adapt, shape, and bend your endeavors for the market. Presenting content that offends your target audience or does not spark an interest within the market means you have no chance of growing. The scalability of your expansion can only be measured by how “local” you are. So, you should educate yourself and your whole team on localization. The best way to be sure that you are ready to take the step is to work with professional language experts who specialize in localization. You Have A Reliable Business Partner You cannot walk the path of global growth alone. It is a great challenge, and you need reliable alliances when entering an unknown region. As we mentioned before, you need local partners and staff that will guide and help you. You have to be sure your supplier can meet growing demands; your business partners should include local experts. Because international expansion does not only cover sales and marketing, you have to take care of legal issues, requirements, and establish a solid infrastructure for the distribution, local dealers, and suppliers. If you do not have a strong partnership overseas, it may be better to establish those connections first and then step into the international market. When it feels like it is the right to go global, you should consider these five signs to determine whether you are ready for it or is it just enthusiasm. Without reading all the data, researching, and creating tailored strategies, you cannot expect to succeed. Working with experts is the only way to ensure you achieve your goals. Tarjama provides businesses that want to go global with excellent localization services; our linguists are experts within their fields, and they operate with the support of advanced AI. If you’re going to expand internationally and do not know where to start, we would be delighted to help and guide you. You can contact us anytime!

September 5, 2021

Digital Marketing Trends for 2021

Similar articles

From Code to Culture: LLMs and Humans Bridging Global Dialects

AMT: Bridging the Arabic Translation Gap with Robust Refined Data

The Influence of AI on translation and localization in 2024: 5 Emerging Trends to Keep an Eye On

5 Signs Your Business is Ready For Global Growth

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Digital Marketing Trends for 2021

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About us

Our Technology

Contact us

Help center

Company

Capabilities

Products

We offer innovative language solutions to connect global markets.

We offer innovative language  
solutions to connect global markets.