AZIMUTH GULF
  • Digital Trasformation
  • Latest News
  • Internationalization
  • Middle East Markets
No Result
View All Result
Azimuth Gulf Magazine
  • Digital Trasformation
  • Latest News
  • Internationalization
  • Middle East Markets
No Result
View All Result
Azimuth Gulf Magazine
No Result
View All Result
Azimuth Digital Azimuth Digital Azimuth Digital
Home Internationalization

How to Successfully Translate Your Marketing Campaigns for New Markets

Nardino Di Marco by Nardino Di Marco
May 13, 2021
in Digital Trasformation, Internationalization
0
How to effectively translate marketing
https://www.linkedin.com/company/azimuth-international

Marketing translation mainly refers to the adaptation of advertising campaigns and other promotional material for a new market. Before the year 2000, the marketing department of many multinational corporations launched global advertisement campaigns, disregarding local customs and sensitivity. These campaigns were often biased towards the company’s country of origin and showed mixed results.

Companies nowadays are creating more and more content which resonates with the local culture of their target market, while promoting the universal qualities of the brand. Translators are a crucial part in this process.

The Challenges

Marketing translation strongly differs from the translation of technical texts such as instruction manuals and pharmaceutical leaflets or financial and legal documents. While translators of the latter type of text strive to achieve the best results in terms of accuracy and consistency of terminology, marketing translation requires a strong dose of creativity and cultural awareness to be able to seize the concept behind the original advertisement and re-write it for the target market.

What challenges the translator is both linguistic and cultural aspects. Oftentimes, advertising departments play with puns, idioms, and cultural references that would not make sense outside of their original context. The translator has to be able to find another way to replicate the same idea without a mere word-to-word translation. Take the example of HSBC’s claim “Assume Nothing”, which was translated word-by-word in many countries as “Do Nothing”: the rebranding campaign cost the company $10 million.

Ads are also often culturally-specific, and what works in one culture might not be perceived as funny or engaging in another. This is especially true with markets that are very far apart both linguistically and culturally.

Translators have to avoid translating what may sound inappropriate for the target culture and replace it with something that works better. This also applies to the phonology of brands: for example, Pepsi advertises their soda in Argentina as “Pecsi”, adapting to the pronunciation of the locals.

Translating Ideas

As explained above, in the advertisement industry translating words is not enough.

Transcreation is how we call the merging of translation and marketing copywriting. With this method the translator analyses the source text and thanks to their creativity, they recreate the same emotions conveyed by the original in a different way, adapting to the cultural and linguistic context of the target market.

Transcreation requires more than linguistic expertise: it requires cultural awareness and a great amount of writing creativity.

Langpros works with talented transcreators who are ready to tackle any challenge. Feel free to contact us to inquire about your marketing adaptation project, we will be happy to advise you and we will provide a free quote.

Tags: marketing translation

Related Posts

What to translate for a crypto localization strategy?
Blog

What to translate for a crypto localization strategy?

May 12, 2022
video image
Blog

Using your video content in other markets

April 21, 2022
Cryptocurrency Localization (aka translation) Strategy
Blog

Cryptocurrency Localization (aka translation) Strategy

April 15, 2022
colours
Blog

Localization strategies for your business

April 12, 2022
“Fostering International Cooperation against the Smuggling of Migrants” Meeting in Dubai
Blog

“Fostering International Cooperation against the Smuggling of Migrants” Meeting in Dubai

April 5, 2022
arabic lanterns
Blog

Arabic Language-Speaking Countries

March 31, 2022

POPULAR POSTS

  • Blockchain,translation,cryptocurrency,localization

    Blockchain Technology Lands in the Localization Business

    0 shares
    Share 0 Tweet 0
  • Saudi Arabia Vision 2030

    0 shares
    Share 0 Tweet 0
  • Elon Musk Unveils Tesla Bot at Tesla’s AI Day Event

    0 shares
    Share 0 Tweet 0
  • ASR and MT: subtitling and transcription to a whole new level

    0 shares
    Share 0 Tweet 0
  • Arabic Language-Speaking Countries

    0 shares
    Share 0 Tweet 0
Azimuth Digital Azimuth Digital Azimuth Digital
Azimuth Gulf Magazine

Keeps you up to date on the latest trends in the UAE and the Gulf market. Find out what your target customers need, search for new business opportunities, and learn how to reach new potential clients with compelling marketing techniques.
Find out how to move the right steps to expand your company overseas with the most successful digital transformation procedures and effective localization strategies.

  • Digital Trasformation
  • Latest News
  • Internationalization
  • Middle East Markets
Menu
  • Digital Trasformation
  • Latest News
  • Internationalization
  • Middle East Markets
  • Translation Services
Menu
  • Translation Services

AZIMUTH BOARD

© 2022 Azimuth International  | Built with by Azimuth Digital | Privacy Policy   Cookie Policy

No Result
View All Result
  • Digital Trasformation
  • Latest News
  • Internationalization
  • Middle East Markets

© 2021 AZIMUTH INTERNATIONAL - Azimuth Digital Azimuth Digital.

Welcome Back!

Login to your account below

Forgotten Password?

Retrieve your password

Please enter your username or email address to reset your password.

Log In

Add New Playlist

This website uses cookies. By continuing to use this website you are giving consent to cookies being used. Visit our Privacy and Cookie Policy.
Go to mobile version