6 Things You Need to Know About Marketing Translation

Marketing translation is the process of translating a text and passing across the appropriate campaign messages – while also putting into consideration the cultural affinity of the environment. However, the marketing translator must have a good literary ability in addition to knowing how to effectively and efficiently market the product.

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Having your marketing campaign in a different language can be a daunting task – one would have to deal with the type of image to use, the colors, and other important areas that shall be discussed shortly. Besides, even the best strategies could fail at times.

There are potential traps and pitfalls during marketing translation – therefore, the following are the things you need to know about marketing translation;

How Much of the Cultural Practices of the Target Market Do You Know?

It is often good that the marketing translator is resident in the target country for a proper understanding of the cultures of the people. For example, words, images, and expressions are key in marketing translation. Therefore, your translated campaign must not be different from the original work and this can only be achieved by understanding the cultures of the target audience.

Strive to Maintain Your Brand Voice

Organizations usually have core values; so, the translator must not water-down the brand's core value regardless of the target market. This means that there must be easy brand identification whenever the brand is seen. So, the translator must ensure that the translated copy meets the standards of the target market.

Only Adapt Marketing Materials and Do Not Just Translate Directly

There is a need to do more than just a direct translation to ensuring that the content is appealing enough to a target audience. In doing this, the translator must be creative and make sure that the content catches the attention of the audience.

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Idiomatic Expressions Don’t Go Down Well

Idioms are usually part of a brand's expressions. This might go down well in one clan but fails to impress in another culture of a different language. Translators must understand that slogans are rarely one-size-fits-all. This means that you do not just do a word-for-word translation for different cultures – but ensure that it is best explained in a way that the locals can understand.

How Much of Space Is Available?

The issue of space is as important as understanding the cultures of the people. So, you must first consider the space allowed for the marketing translation – some languages require more space because they translate longer than English. Therefore, there might be a need for some adjustments to fit the translated copy. This is one of the most important things you need to know about marketing translation.

Embrace The Use of Universal Symbols

There are already approved symbols from the International Organization for Standardization (ISO) that can be used directly without having to translate. For example, in many European Union countries – shelf life, recycle, and ironing symbols can be used and save a lot of space.

Final Thoughts

The highlighted texts above are a few things you need to know about marketing translation. Marketing translation is a process and could be a challenging experience. Therefore, translators must strive to maintain the original message of the marketing campaign while meeting the expectations of the target market.

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