Marketing translation, a guarantee of quality and international credibility

With the growth of globalization, translation is now a real challenge for companies wishing to internationalize their business. This is all the more important when it comes to marketing and sales, since it will have a direct impact on the company’s success. In fact, your contacts will trust you more if you present them with marketing documents translated into their mother tongue.

In this regard, it is important to know that writing style, behaviour and/or marketing expectations may vary depending on the country and especially the culture.

Traduction Marketing

 

A very specific job:

Marketing translation is particularly important since its content is intended to convince readers and trigger an action or a decision. It is not just a matter of translating: above all, it is a matter of convincing.

Each word or expression must be chosen carefully in order to reproduce the message exactly. Not only do we translate from one language to another, but also from one culture to another.

Here is where transcreation comes in handy. But what is transcreation? It is a marketing neologism that refers to capturing the meaning and orientation of a text in the source language and creating an original version that retains that meaning in the target language. This sometimes implies a complete rewrite of some parts of the text.

 

Marketing: diverse and varied content

Marketing translation includes a large number of media, all of which will require different translation techniques. We can find:

  • Websites: translation of all visible contents, including those which are specific to SEO*. Be sure not to forget this if you want your site to be well referenced in the target country.
  • Product sheets or catalogues
  • Ads and slogans: in theory, this is where we will have the least number of words. The technique of transcreation is particularly important when translating ads and slogans.
  • Brochures, newsletters, press releases
  • Packaging
  • Surveys: marketing, competitive, …

Adapting to the cultural peculiarities of the target countries:

It is necessary to take into account and adapt to cultural differences.

Word games, expressions, examples or allusions are more likely to mean different things in the country you are targeting.

A bad translation can have a direct impact on your company’s image and therefore on your international development. Your content may have a negative connotation in the target country and, in this case, you will have little chance of attracting potential customers.

For example, a word with a particular meaning for a Francophone audience may have a completely different meaning for Anglophones.

Here you can find examples of literally translated ads whose meaning has been completely distorted.

 

The translator’s specific skills:

In order to communicate the same feeling with a translated document, it is important, first of all, to perfectly know the product, service or company in question. A lot of upstream work is therefore necessary. It is also important to be familiar with the target country so as not to make any mistakes.

The translation will have to be read and re-read several times by different translators in order to make sure that the content is correctly transcribed.

A quality marketing translation should make you forget that the document was translated from another language.
This is one of the reasons why marketing translation is generally more expensive. Even if the document to be translated has few words, it is a job that requires a lot of time and research.

 

It is thus important not to choose your translator based solely on price. Favour a good quality/price ratio.

 

At Eazylang, we have more than 800 translators specialized in marketing to accompany you in the international development of your company.

 

*Search Engine Optimization: it allows you to position your website, app or content on the top of search engines (natural referencing).

Source: http://translatorthoughts.com/2015/11/market

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