English for Marketing: Why English?

English for Marketing: Why English?

By Janpha Thadphoothon

In today’s globalized marketplace, effective communication is the lifeblood of successful marketing. Among the world’s languages, English holds a unique and powerful position as the de facto language of international business, trade, and digital marketing. But why is English so essential for marketers, especially in the age of AI and borderless commerce? In this blog post, I will explore the key reasons behind the indispensable role of English in modern marketing, and highlight essential marketing concepts and language functions every marketer should master.

Why English Matters in Marketing

First and foremost, English is the language of global reach. Over 1.5 billion people around the world speak English, either as a first, second, or foreign language. For international brands and digital campaigns, using English maximizes the chances of reaching a diverse, global audience. When launching a product or service beyond one’s national borders, English often serves as the common ground for communication.

Moreover, the vast majority of digital content is produced in English. Research shows that approximately 60% of the content available on the internet is in English, including websites, social media posts, blogs, and video content. For marketers aiming to engage audiences online, English proficiency allows them to access, analyze, and contribute to a massive pool of marketing resources, tools, and consumer data.

The importance of English extends to search engine optimization (SEO) and digital advertising. Global platforms like Google, Facebook, and Instagram predominantly operate in English. Understanding key marketing terms, trends, and algorithms in their native English form enables marketers to optimize their campaigns effectively and stay ahead of the competition.

In addition, English is the primary language of AI and marketing technology. The latest AI-driven marketing tools, dashboards, and analytics platforms are typically designed with English interfaces and documentation. Marketers fluent in English can navigate these tools more efficiently, customize features, and interpret insights without reliance on translations, which might lead to nuances being lost.

Key Marketing Concepts and Language Functions in English

For marketers, mastering specific English concepts and language functions is crucial. Some of the essential areas include:

• Marketing Mix (4 Ps): Product, Price, Place, Promotion — terms frequently used in marketing strategy discussions.

• Value Proposition: The unique value a product or service provides to customers.

• Target Market and Segmentation: Identifying and dividing the market into distinct groups for focused marketing.

• Call to Action (CTA): Language functions for persuading customers to take immediate steps (e.g., "Buy now," "Subscribe today").

• Brand Positioning and Messaging: Crafting language to differentiate a brand and communicate its core values.

• Customer Testimonials and Reviews: Gathering and using customer feedback effectively in English.

• Negotiation and Proposal Writing: Skills for presenting ideas, negotiating terms, and closing deals with international clients.

Additionally, language functions such as persuading, comparing, describing features and benefits, making offers, and handling objections are vital for everyday marketing communication.

Cultural Relevance and Emotional Connection

English-language media — from Hollywood films to global news outlets — shape consumer tastes, trends, and aspirations worldwide. By understanding the cultural context behind English expressions, idioms, and narratives, marketers can craft campaigns that resonate emotionally with international audiences while avoiding cultural faux pas.

For countries like Thailand, where English is a second language, the ability to market in English opens doors to regional and global business opportunities. Thai marketers fluent in English can collaborate with international partners, participate in global marketing forums, and position local products on the world stage.

AI, Digital Marketing, and the English Advantage

The rapid integration of AI into marketing workflows has fundamentally transformed how brands connect with their audiences, manage campaigns, and analyze consumer behavior. From AI-driven content creation tools to predictive analytics and automated ad bidding systems, these technologies are now central to modern marketing. But to fully unlock their potential, a solid command of English is crucial.

Why? Because the vast majority of AI marketing tools — whether it’s Google Ads’ AI-powered Smart Bidding, HubSpot’s CRM and content automation, or emerging AI copywriting assistants like Jasper and ChatGPT — are designed with English as their default language for both interface and documentation. Important features, advanced settings, and technical guides are typically written in English, and much of the AI community's thought leadership, from prompt engineering strategies to case studies, is shared in English-dominated spaces like Medium, LinkedIn, or AI-focused forums.

Moreover, prompt engineering — the skill of crafting effective prompts to get the desired outcomes from AI models — relies heavily on nuance, idiomatic expressions, and culturally relevant phrasing in English. The ability to write clear, precise, and culturally appropriate English prompts can mean the difference between a generic AI output and a highly engaging, on-brand marketing asset.

AI also thrives on data and context, much of which exists in English. From trend analysis to social listening tools that scrape conversations across global platforms, proficiency in English allows marketers to interpret insights directly, without the risk of mistranslation or nuance loss.

In essence, marketers fluent in English are not just users of AI — they become strategic innovators. They can adapt global marketing trends more quickly, optimize multilingual campaigns with greater accuracy, and position their brands competitively in both local and international markets.

The Takeaway: In an AI-driven marketing landscape, English proficiency is more than a competitive advantage; it’s a professional necessity. Those who invest in this skill today will be tomorrow’s marketing leaders.

In Conclusion

English is more than just a communication tool in marketing—it is a gateway to global opportunities, cutting-edge technologies, and cultural influence. In my opinion, marketers who invest in developing strong English skills and familiarizing themselves with essential marketing concepts and language functions will not only enhance their career prospects but also contribute to the international visibility and success of their brands.

About the author:

Janpha Thadphoothon is an assistant professor of ELT at the International College, Dhurakij Pundit University in Bangkok, Thailand. He also holds a certificate in Generative AI with Large Language Models from DeepLearning.AI.