Translations for Marketing

Marketing translation services are applicable for every business small or large that has multinational operations. The process of marketing is one of the most important aspects for achieving success in business. Businesses with strong and centralized marketing strategies are usually the ones that are successful in achieving their targets.

Going Global

When businesses go global their marketing strategies have to be made considering the local culture, traditions, and trends in specific country. Following these aspects, it is very obvious that the brochures, advertising banners, television ads, websites, flyers, white papers and other marketing tools need to be translated correctly into local languages for making the marketing campaign more effective for gaining expected results.

The marketing translation services need to be articulate in the translation of the marketing information so as to highlight the basic idea in a style suitable to the culture of the specific country.

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Translating the Message, Not Just the Words

Do you need to translate Spanish to English? Maybe another language pair?

The translators or the companies providing marketing translation services have to make their clients aware of how they could be misunderstood if the marketing material is simply translated word-for-word without giving appropriate attention to the message that is given by the text after translation.

For example, one of the well-known car manufacturing brand introduced one of their new models in the Latin American market where Spanish language has domination. The name of the model included the noun “Nova” in it. The company was un informed that ‘no va’ in Spanish means ‘it won’t go’.

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How to Translate a Document

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A multinational chicken brand translated their punch line plainly from English to Chinese without being careful of the meaning it would acquire after such translation. The punch line explained that the chicken of the brand is "finger-licking tasty." The translated statement resulted saying the people eating the brand chicken have to eat away their fingers.

In one campaign, the word tonic water after translation in target language meant it to be toilet water. A soft drink's punch lines improper translation created misunderstanding in China as the phrase in English ‘come alive with ___’ gave a statement saying that the dead ancestors would become alive after drinking the soft drink. This example demonstrates how the translator providing marketing translation needs to be cautious of maintaining the intended meaning of phrases or names. Also, it emphasizes that the duties of a professional translator is not limited to translation alone but also being aware of cultural contexts to avoid embarrassing phrases.

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The marketing field of modern times has new medias like Internet for marketing products or services. These new ways of marketing also require marketing translation services for areas like creating multilingual websites, selecting multilingual keywords for search engine optimization and translation of emails for viral marketing. The multilingual websites helps to reach a bigger market globally thus creating more opportunities of business in a highly competitive world.

Market Research Translation

Market research reports and analysis of a specific location provides a base for developing effective marketing strategy and marketing campaigns suitable for the specific location. Different types of products and services of various manufacturers require correct market research before being launched in the market to avoid huge losses of the companies.

In the modern days of business globalization, the whole world has become a market place for companies to market their products. This increase in market size across international boundaries has correspondingly widened the scope of market research across various cultures
around the globe. Today, multinational companies need extensive market research from different countries.

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While doing a market research the information is generally collected from everyday people and hence the language in which the information is collected is the native language of that region.

When market research is done in different countries or region with different native languages during consolidation of the data it again needs to be translated from the various native languages to a target language that is required by the corporate that needs market research done. This translation of information from one language to other and vice versa of market research information is called ‘Market research translation.’

The various types of research activities involved in market research include but not limited to

  • qualitative research translation,
  • quantitative research translation,
  • customer satisfaction research translation,
  • customer brand loyalty research translation,
  • advertising research translation in general.

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The qualitative research involves processing of data and research of emotional factors of the people being surveyed for the market research. The data here is mostly in words in local native languages. The translator providing market research translation has to translate these words from native language to desired target language for making reports that highlight in depth information about the targeted market.

The quantitative research involves objective type answering system along with logical questions involving numbers. It is research that generally includes static data. The translator here needs to translate the questionnaire from the source language to native language in such an effective manner that the native people should understand the question perfectly and it becomes easier for them to giving perfect objective answers.

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Market research translation includes translation of questionnaires, corresponding reports, back translation, briefing information, proposals etc. In some cases when market research is done by collecting handwritten answers from people of various regions in different languages information needs to be translated to the required target language in order to consolidate the information in one single language and prepare reports based on the findings in the answer sheets. Thus corresponding to the extensive paper work required in market research profession the market research translation also has wide scope in modern times.

 

Marketing Abroad

All businesses – domestic or multinational – need effective targeted marketing strategies for being successful in the business industry. This is an important principle that is applicable for every business located in any corner of the world.

To make marketing of a product or service effective and targeted it would be a valuable investment to study the local culture, traditions, festivals, likes, dislikes, and influencing factors in target market location. There could be incidences where a single marketing strategy may not be suitable for two different locations due to many reasons, which may inflict injury to a company’s image.

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To make target marketing effective, one of the valuable factors that needs to be addressed by multinational companies is the translation of marketing information to local languages by employing professionals trained in providing marketing translation services. Such marketing translation services include the translation of marketing tools like brochures, flyers, websites, and various types of advertising campaigns to local languages.

Accurately translating marketing information means that the translator pays great attention to cultural details. Paying attention to cultural details will convey a well-rounded message to customers interested in the products in your market. For example, if you are using a targeted brochure, the color black should be avoided. The reason for this is because in Chinese culture black represents a forbidden color that brings about bad luck. All forms of marketing materials should pay close attention to such detail – no matter what country you are marketing in.

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A marketing translator has to be creative along with a polyglot (knowing many languages). The translator has to always remember that the translated marketing information has to evoke a sense of trust between the customer and the company offering its products. Again, this can be achieved by understanding the limitations set by cultures across various geographical boundaries.


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The marketing translator has to take care of editing various types of advertisements so that the final translation will not cause any sensitive reaction from the native viewers. Staying mindful of cultural customs will help avoid this issue.

In today’s world, with the development in information technology and communication, new trends of marketing have been introduced globally. This new trend is the Internet marketing or online promotion field. It is believed that the Internet marketing field hands out more value for money than other marketing methods.

Marketing for information technology and communications also involves multilingual keyword optimization of websites on search engines. Thus, the process needs to involve a marketing translator that is creatively skillful in multilingual keyword search engine optimization (SEO) of multilingual websites for the best possible exposure to viewers from various locations. Also something to think about, emails in different languages need to be drafted for viral marketing campaigns.

We’d love to answer any questions you have or hear what you have to say about marketing translation!

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