Marketing translation is crucial to expanding businesses overseas effectively. A good marketing campaign with the translation in the relevant languages can work wonders for your business. This advanced world is relying on marketing gimmicks most of the time. This process involves the adaptation and addressing of the needs of the target audience in a way that is common in their region. Contextual value is extremely vital in marketing translation. Also, this is a technical and creative facet of the translation industry and requires expert translators who can deal with the challenges of marketing translation professionally. A literal or robotic translation does not work for the marketing and advertising content, and creativity is the backbone of it.
The businesses, hence need to ensure that they hire a professional translation company for translating the marketing content. Addressing language barriers is inevitable in the marketing field. Though English is a universal language, around 63% of the websites are available in this language. However, interestingly around 25% of the people can understand this language and most of the other surfers fail to comprehend it due to their limited to zero English proficiency. The studies also prove that the localized ads in the multilingual pattern perform better than English-only or other ads that are only in a single language. Moreover, as per the studies carried out by Appia, a mobile user acquisition firm, more than 86% of the localized marketing campaigns managed to outperform English in click-through and their conversion rates.
Marketing translation is a serious and challenging process, and besides the numerous benefits of translating market content, there are many challenges that translators have to go through. Many times, they fail to relate and connect to the marketing campaigns because businesses do not provide them with relevant contextual value and information.
Here are a few facts that put great emphasis on the importance of context in marketing translation services.
Cultural Nuances
Cultural appropriateness is an important component that makes a general translation process complete. However, it is crucial in marketing translation. It includes the following sub-features which demand a clear context
Humor and References
The translation process is a creative one. It goes beyond the swapping of words and rather the businesses expect a meaningful and contextual text. However, when it comes to translating the jokes, puns, and other references that indicate some cultural event, the intended meaning is often lost in literal translation. Also, overlooking the cultural references and significance can infuriate the intended audiences. This can be offensive and ruin the whole marketing campaign.
Emotional Quotient
Certain emotional situations make the context even stronger. There could be different emotional values related to different things and subjects in different regions. An emotional scenario in one region or a message that evokes trust and credibility can get ambiguous or dark in another. Hence, it is extremely imperative to understand the emotional context. This helps connect and resonate with the intended audiences better.
Visuals and Branding
Marketing translations are primarily carried out to strengthen the brand overseas and work on better visuals. This may include the colors, images, and symbols with different meanings in different cultures. Overlooking this contextual value or ignoring this fact can lead to unintended messages. This can also offend your target audiences. Hence, you should never overlook or ignore contextual value.
Accuracy and Effectiveness
Accuracy is the prime concern in a translation process, and for translation, it gets even more significant. Accurate content is more effective and is implemented in a better way.
Terminology and Industry Jargon
These are an integral part of marketing content. Translators often translate industry-specific jargon and marketing terms literally and word for word, missing the original intent and meaning in the target language. Therefore, it is important to understand the context that can ensure accurate and impactful communication. The industry jargon needs to be standard and uniform in terms of its meanings and explanations. Therefore, providing the translators with a little context can go a long way, bringing the accuracy and consistency in the text. Therefore, a translation company is your best bet for all the obvious reasons.
Local Regulations
Marketing campaigns and text, and the local regulations and policies go hand in hand. The marketing messages need to comply with the rules and regulations as practiced in the intended region. Contextual awareness also helps navigate the complexities. Overlooking these factors or not educating the translators about the significance of compliance with rules can ruin your whole effort. They can blacklist you from the country. However, a proper understanding and knowledge can help you navigate these complexities professionally.
Target Audiences Insights
Understanding the audience’s needs is the first and foremost step in marketing translation. You should address the needs and desires of your potential customers. Moreover, considering the requirements also helps with better context that allows the tailoring of the messages and resonating with their needs more appropriately. Hence, context is of prime importance in marketing translation and ignoring it can make all efforts turn futile.
Conclusion
Marketing translation is a creative process. It demands expert translators to navigate through the creative challenges of the process. Moreover, context is the king in marketing translation and is crucial to consider and provide for culturally appropriate and relevant marketing campaigns.
