A bad translation of marketing and commercial texts can leave a bad impression of your brand or organisation to the international audience. A direct translation or copy of your current marketing content will not suffice when you want to establish a strong reputation in the international market. Read on if you want to know more about a good marketing translation.
What is a good marketing translation?
A good marketing translation not only requires one to translate each word that is presented in marketing material. There is more to it. It is important to think about the message you want to convey to your target audience. Does your current content appeal to them and does it resonate the same way in other cultures or countries? Often, this is not the case. There is no one-size-fits-all approach in marketing. Everyone needs to assure that content is aligned to the relevant target group.
Culture and Context
It is important to take into account the cultural norms of the audience if you want to translate marketing content. For instance, think about how your content is received in other countries. Some expressions, words, signs or pictures have no meaning in other languages or may even be inappropriate or rude to use. Many big companies have made these mistakes in the past. For example, a company displayed a stork on the diaper packaging. In western cultures it is a well-known myth that storks deliver babies to the designated parents. Apparently, this image did not appeal to the Japanese public as they had no idea what it was about. Take this as a lesson and learn from these mistakes made by others. Make sure you consider cultural norms when translating marketing content.
Need a little help?
It is almost impossible for one person to know all the ins and outs about cultural traditions, customs and beliefs. Sometimes it isn’t a bad idea to get some help from a professional. A professional translation agency can help you with the marketing translations. They consider the demands of the relevant target group and have excellent knowledge about the target cultures. Also, they can consult you on cultural differences and standards in terms of style. This way it is guaranteed that it meets the standards regarding a good marketing translation and that this translation is not only accurate but also appealing to the target audience.