Just over 2 years ago, I started my career in automotive advertising. I was a bright-eyed publicist ready for a fresh start after working endless hours at a Spanish TV station where I produced and wrote copy for a daily variety show and a few news segments. Without knowing what I was getting into, I took a job as a copywriter at Moore & Scarry Advertising.
At the time I was under a 24 year old Copy Director that knew everything there was to know about cars. I loved my new job. The automotive industry was the breath of fresh air that I need to refuel my passion for communications. I researched everything there was to know about the industry and started pitching the idea of doing Spanish copy to my director and superiors. I showed them endless statistics on how the Hispanic population in the country is growing and just how important it is to cater to them.
What does this have to do with the bilingual or "multilingual" keyboard? Flash forward to now and just like me, the iPhone has come a long way. No longer will I have to switch between keyboards just to see those squiggly red lines when I switch back.
According to Apple, the iPhone 7 and the iOS 10 update will include a new feature that will seamlessly combine languages without autocorrecting to a default language. Although, one could argue that simply turning off autocorrect solves this problem, if you're like me, constantly using your phone for everything, this feature is extremely useful.
Yes, we have come a long way. Thanks to Moore & Scarry's full integration of Spanish-language copy, we've been able to successfully help clients reach a profitable segment of the population that was largely forgotten just 2 years ago. Maybe it's a hot topic now, but true innovation does come with risk and I felt that at the time they invested in a new idea that could have backfired.
The big take away here is for dealerships to learn to spot trends and embrace change in order to capture these unique opportunities. It's important to acknowledge the growth in traditionally underrepresented communities and in return we will return the favor with endless loyalty. I, for one, can't wait to hit the pre-order button.