Marketing translation and its impact on advertising campaigns

Some consider marketing translation to be part of general translations. However, marketing translation has its own peculiarities that make it a specialty in its own right. And rightly so, as there is a lot of play for companies that make use of this type of translation, especially because of the impact that marketing translations can have on advertising campaigns.

Marketing translation: the importance of localization or adaptation

It is absolutely necessary that the marketing translation is adapted to the target audience, and especially to the group of people in the target country. Therefore, in this type of translation, localization (i.e. the adaptation of the translation to the target audience) is of great importance.

The meaning of the original message to be conveyed must remain intact and must be understood in the same way in all the countries to which the company wishes to address itself. This involves adaptation to the market, culture and language of the target country. Sometimes even to the current events in that country.

Marketing translation: the translator's skills

A professional translator specializing in marketing cannot be satisfied with a perfect command of two languages. In addition to a good knowledge of the target country's culture and familiar language, you should obviously have extensive knowledge of the market related to the products or services in question in the two countries whose languages you master.

This is why marketing translators often specialize in a particular market. Some, for example, specialize in the fashion market, others in the computer or software market, etc.

So if you use a professional translator for your company's marketing translations, make sure they have a good understanding of the market you are targeting, especially in the target country.

Impact of marketing translation on advertising campaigns

Part of the success of your future international advertising campaigns depends directly on the quality of the marketing translations. One mistake, even a minor one, can be fatal. It is necessary to readapt all the elements of your company, from the brand name to the slogans, in order to conquer the market of certain countries.

Sometimes, the legislation in force in each country must even be taken into account. In Spain, for example, the consumer should be informed in Spanish, so it is advisable that all documents addressed to the consumer and the user should be written in Spanish.

The following is an example of a translation error that had serious consequences:

In the 1960s, the Chevrolet car brand launched a car called Nova into the U.S. market. However, its creators did not realize that in Spanish "no va" has negative connotations for a product.

That's how Chevrolet got off to a disastrous start in terms of its sales in Latin America. Sales didn't pick up until the brand changed the name of the car to "Caribe".

Marketing translation: a profitable investment

Bearing inmind that your company has a lot at stake, especially with regard to its image and the effectiveness of future advertising campaigns, using a professional translator to translate your marketing documents should not be seen as a cost, but rather as an investment.

This investment will be profitable, as international campaigns will be successful thanks to the quality translation integrating all the peculiarities of the target country (language, culture, current events, etc.)

In marketing translation, the slightest error can have serious consequences for the success or otherwise of advertising campaigns. A professional quality marketing translation will ensure that the original message is preserved, faithfully transcribed and adapted to the target audience.  The reputation of the brand will be intact, or even improved, and the marketing campaigns will be successful.