Marketing Translations are increasing in popularity as more and more companies opt to expand their activities into the international market. High-quality marketing translations help smooth and high-quality communication with customers and consumers. Each field of translation has its specialities, and the major difficulty translators of marketing texts encounter are that the translator must not only be able to translate the submitted text accurately, but must also be able to convey the concept to the consumer. Marketing and advertising have their own particular terminology that changes over time, and is frequently supplemented with new terms. Translators of marketing texts must continuously adapt to changing circumstances – and incorporate these innovations, ideas and techniques, into their translated texts.
Marketing translations: we translate both orally and in writing
- Marketing materials: booklets, brochures, catalogues, flyers
- Publications for foreign companies
- Presentation materials
- Website content
- Exhibition stands
- Press conferences
It is worth mentioning that a unique study, conducted in Europe, looked at consumers speaking one, two or more languages. Interestingly, the results of the experiments showed the most effective advertising is that which is presented in the consumers’ native language. Moreover, the responsiveness to advertising to consumers in their native language – when they spoke just one language – was much stronger. It is believed that this is because consumers have more personal memories in their native language, so an advertisement presented in this language, results in more positive emotions. Such research shows that marketing translations are essential for companies operating on an international level, as their business success, and market penetration depends on it.
Marketing translations: other considerations
It is best to entrust the checking of a translated text to a resident of the country where the marketing text will be used. This is important because people living and working in the country concerned usually know all the nuances of contemporary language – this is critical in marketing. After all, the name of a brand might be well understood in one country, but it may not sound right or make sense in another.
Translators of marketing texts must be able to deliver high-quality translations but, they must also be creative and aware of local customs and sensibilities. Translators of marketing texts avoid translating literally, by doing so the message may lose its essential meaning, and then it will not have any impact. Translators might be creating new marketing texts in a foreign language while still maintaining the original style. The translated text must be brief, vivid, informative, emotive – and it must attract attention. Translators of marketing texts with many years of experience can deal with this brief perfectly.
When choosing a translator of marketing texts, it is important to inquire about their qualifications. Choose the most capable translators – this is a common sense investment in business. It is not worth trying to save money at the expense of translations, because the quality of the work done by a competent translator will pay for itself many times over. It is also important to remember that it is better not to have any translation at all, rather than a poor one because the improperly translated text will not perform – and will undermine the overall image of the company in the eyes of potential customers.
Marketing translations: how much do they cost?
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