Understanding the Complexities of Marketing Translation

What can make your brand a global success? What do you think is the most important factor affecting your multinational growth? What makes your brand stand out and how do you plan to retain long term success? One simple answer to all these questions is ‘Localized global marketing strategies’.  

How you present your brand in international markets can make or break your image. For global enterprises and companies operating in different countries, it is essential to cater to each market as per their primary concerns and that’s where professional marketing translation services come into play!

What Makes Marketing Translation Difficult

Marketing translation requires attention to detail as it takes more than a literal translation to retain the tone and impact of the original message. Marketing content serves a whole range of purposes from selling the product to its customer engagement. Making marketing copy resonate with local cultures is not an easy task. If you want to globalize your products then several fields of marketing should be handled with utmost care. Metaphors, Puns, Idioms, Imagery & Colours, social media content, marketing campaigns, catalogs, and description of products and services and other advertising content requires localized translation to make them impactful for the audience.

One of the main challenges of marketing content is that companies need to display their brand in the competitive market so they have to adopt such a marketing strategy that is appealing to the end-user. For this reason, marketing translation should adapt to local culture and should not rely on literal meanings. It can be done only if you have a thorough knowledge of the market and the products. The more you know about the target market, the better you can persuade them with your marketing campaigns.

One major factor that determines the success of your marketing campaigns is the quality of translation. As mentioned earlier, the translation of marketing materials is quite challenging and you need specialized personnel to provide you with flawless results.

Here are some factors that make the translation of the marketing content complex.

Humor

Humor is distinctive in every market. Something funny in one language and culture might not be funny in other cultures and languages. Therefore, it is very challenging to translate humor into other languages. Marketing translators need to be very creative in this regard. They need to do thorough research to know how their translation can be perceived in other markets. The CTAs catchy lines and phrases can be different when translated into other languages and may not have the same impact on the target market. For best results, it is suggested to hire professionals who know what works best in the target market.

Idioms, Puns, and Metaphors

Idioms, puns, and metaphors are widely used in marketing content. These are the linguistic tools that help in persuading the customers. The real challenge is to translate them into the target language. The target audience may feel difficulty in the understanding idea behind the use of these idioms, puns, and metaphors if you translate them word to word.

The metaphors and idioms are not supposed to be translated literally as it’s the contextual meaning that makes them impactful. It is better to replace them with similar idioms and metaphors used in the target language as per their culture. Therefore, it is suggested to hire a local translation partner who knows the target market well.

Colors and Visuals

The correct use of colors and visuals helps in provoking customer emotional attachment with your brand. As the words are perceived differently in target markets, in the same way, colors and visuals can be perceived differently in target regions. For example, when the western baby food brand showed the picture of the baby on the product in the African market, the target audience backfired because they perceived the contents of the product are inside. Likewise, colors are perceived in many different ways in different regions. For instance, White symbolizes peace in Western cultures while it is associated with mourning in many Asian countries. 

In order to make sure that your marketing content is in line with the cultural preferences of the target audience and deliver your message clearly, you need to do extensive research and understand the culture of the target market. 

For saving yourself from all the trouble, you can simply hire professional translation services and let experts take all the hassle.  

Read Also: Effective Marketing Tools in Translation Business

Common Challenges in Digital Marketing Translation

In this era of digitalization, many companies are spending a huge amount of money on digital marketing for the success of their marketing campaigns. Digital marketing translation is given importance because, in the case of mistranslation, your brand image will be at stake and result in a drop in sales.

1. Translation of Social Media Content:  An error in social media translation can change the meaning of your marketing campaign entirely. It is a swift form of marketing and any error may result in spreading negative word of mouth like fire, affecting the image of your global brand.

2. Maintaining Relevance with the Culture: Although it is not easy to make your content appealing for different regions, the results that localized marketing strategies can bring are worth your effort. The best way to resonate your marketing content with the target audience’s culture is to go for localization. Otherwise, it will create misunderstanding.

3. Understanding Search Engine Optimization: Errors in the description, Links, and CTAs will harm your business. Any translation blunder can cause irreparable damage to your brand image. To avoid any problem and enhance your online presence, it is better to go for multilingual SEO. Optimize your content in different languages for different search engines to reach a wider audience.

How Marketing Translation Services Can Help in Global Growth

With impeccable marketing tactics, you can build your brand image globally. Translation of product descriptions, advertisements, and social media content will help you to penetrate global markets successfully. To attract the global audience, you need to understand how marketing translation is different from legal, medical, and technical translation and how you can overcome the complexities of marketing translation to attract the global audience. Professional LSPs know how to cater to different cultural requirements and they provide exceptional quality results by assigning the projects to industry-specific experts.

Many global companies are hiring professional language service providers for marketing translation because they failed to convey their intended message in different markets.

It is important to understand that marketing content should be localized for each market and resonate with the culture of the target audience. If you are planning to tap into global markets and want your marketing content to speak the language of your customers then do not give a second thought and take the services of marketing translation professionals.

Wrapping Up

Global companies are spending a large amount of money and time on marketing campaigns. If they are not translated professionally then all the hard work will go in vain. In order to make your campaigns effective for global markets, you need professional marketing translation services and that’s what we are here for! Contact us now and get a free quote!

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