Breaking Into Global Markets: The Role of Marketing Translation

Think of the work involved in creating a stellar marketing campaign. Market research, competitor analysis, monitoring industry trends, identification of key messages, personalisation. And that’s before the content has even been created! Then, the post-launch analysis, adjustments and optimisation of the campaign.

So, what happens when the time comes to break into a new market? How can you ensure that all of that research, messaging and optimised content lands correctly with your new target audience? Well, that’s where Marketing Translation comes in.

What is marketing translation?

Marketing translation is the process of translating marketing campaigns or any marketing material from one language to another, ensuring it resonates with the target audience and cultural context while maintaining the meaning, tone, and nuance of the original material.

Marketing translation vs regular translation: what’s the difference?

Though marketing translation and regular translation can seem very similar, there are several differences between the two:

Purpose

Regular translation can be used purely to inform the target audience of something. Consider texts such as equipment manuals. Another example is legal texts, such as birth certificates.

The purpose of marketing translation, on the other hand, goes beyond informing the target audience. Marketing translation must engage with the target audience in the same way the original marketing text engages with them.

Aim

The main aim of translation is to deliver a message to the target audience, in the target language, with accuracy and clarity.

Whereas marketing translation aims to deliver a message to the target audience in a way that convinces or persuades them. It also aims to do so in as similar a style as possible to that of the original message.

The need for transcreation or localisation

Marketing translation may require a degree of transcreation, which is the creation of new marketing content in the target language to accommodate for differences in culture or other contextual factors such as visual elements of an ad campaign.

Marketing translation may also require localising. This is where the material is adapted to suit a local context.

Time and effort

While translation takes time and skill, marketing translation can require an extra layer of research and creativity.

This is because the translator must ensure that the message is aligned with the culture and values of the target audience and that it will resonate with them in the same way the original message resonates with its intended audience.

This can mean that some transcreation is required, which also takes longer than a direct translation.

Marketing translation vs regular translation at a glance:

Marketing translation or regular translation: which is right for me?

When it comes to choosing between marketing translation or regular translation, identify the content and purpose of your text.

If the text you wish to translate is purely informative and if linguistic accuracy is the priority, then regular translation is suitable.

If, however, the text you wish to translate is designed to engage or persuade the target audience in any way, then marketing translation is the best choice.

How can marketing translation improve brand reach?

With marketing translation, companies are able to overcome language barriers to communicate with markets all around the globe in their native languages. This makes marketing translation a fundamental tool for increasing brand reach.

Marketing translation ensures that the translation of marketing content aligns with each new market's cultural and linguistic context. It makes sure the message is engaging, relevant and persuasive.

Marketing translation also avoids the risk of misunderstandings, which could otherwise confuse the target market and therefore hinder branch reach.

Why is cultural adaptation important in marketing translation?

Cultural adaptation is a vital part of marketing translation because it takes into account the cultural context surrounding the language used.

So, not only is the translation linguistically correct but it is translated so that it resonates with the target audience in a way that makes sense within the target culture.

Cultural adaptation avoids the risk of mis-translating culturally-bound content in a way that may confuse – or worse, offend – the target audience.

As a result, content that has been culturally adapted is more likely to engender trust and engagement in the target market.

How to choose the best marketing translation service provider?

There are several factors to consider when choosing a provider for your marketing translation services:

Industry and Language Needs

Consider the type of content, the target language(s) required and the industry. If the content includes a lot of industry-specific terms requiring specialist knowledge, this should be taken into account when choosing a provider.

If you require multilingual translation for multiple markets, then it’s sensible to choose a provider who works with multiple languages.

Cultural Knowledge

Choose a provider with in-depth knowledge of your target market and, if possible, your industry.

Testimonials

Check reviews of marketing translation service providers to verify their efficacy.

Awards and Certifications

Check for certification from the International Organization for Standardization (ISO). When a translation company is ISO certified, it indicates that the translation process follows specific requirements for quality, accuracy, and consistency, such as qualifications of translators, review procedures, and client satisfaction.

Marketing Translation FAQs

What is the main difference between marketing translation and regular translation?

Regular translation focuses on accurately conveying the meaning of the original text. Marketing translation, however, closely analyses a marketing campaign and focuses on retaining the tone and emotional impact of the original. Sometimes, the content requires adapting to fit the cultural context of the target audience.

Why is marketing translation important?

Performing excellent marketing translation ensures your message resonates with your target audience. It avoids the risk of mis-translating culturally-bound content in a way that may confuse – or worse, offend – the target audience.

When should I choose marketing translation over regular translation?

Marketing translation is a fundamental choice for the translation of any marketing material. This can include website content, ad campaigns, social media posts, product descriptions, press releases and more.

It’s all the more necessary if marketing material includes culturally specific language or references, humour, or context-bound terms.

Generally, marketing translation should be used for any text with a persuasive element.

Does marketing translation take longer than regular translation?

Yes. Due to its need for in-depth research and an extra level of creativity, marketing translation usually takes longer than translation.

Is marketing translation more expensive than regular translation?

Due to the increased need for research, time and creativity in the marketing translation process, marketing projects tend to be more costly than regular translation projects. However, marketing translation is likely to result in a higher return on investment because the message will resonate better with the target market.  

Find out more about transcreation services at Absolute Translations.