In a globalized world, many of our purchases are made on international platforms. This is a great opportunity for companies that wish to invest in the translation of advertising and marketing content.
These professional advertising translation services are much more than simple translation and must be perfectly adapted to the region in which they will be used. We usually refer to this process as localization, since they represent an adaptation to both the culture and the total language.
Just because a translator is a native professional does not guarantee success; they must also know the local culture perfectly and have experience in the translation and localization of marketing or advertising content. This type of content often makes use of word play or local expressions to enhance the message among consumers, and it is important to translate and adapt these same expressions to the local language and culture. This work is sometimes so basic that we may even need to change the name of a product for a certain market, because the original name may have a negative connotation, while in the rest of the world, we use a completely different name.
Specialized Advertising Copywriters
One difference with technical translation is that in an advertising or marketing translation, it is not enough for translators to be native and have training and experience in the industry; they must be specialized advertising copywriters with extensive experience. Translation often becomes a transcreation process, where the translator and the client's team work together to achieve the biggest possible impact on the advertising messages that need to be launched to the market.
Professional Translation for Marketing
One of the biggest budgets for a company is usually the marketing budget, as the goals are usually targeting growth and expansion. Big budgets are often spent on the design of these campaigns, the choice of formats, typography, and designs, and we don’t see the importance of the localization and translation of these campaigns to each of the local markets.
What works in one market is very likely not going to work in another market if it is translated literally, or if the use of colors or photographs is unsuitable for this new market. In the translation and localization of marketing content, it is very important to have not only the texts to be translated, but also the original and the final designs to be used. A local marketing translator can identify the misuse not only of expressions and communication, but of the different media used in the marketing campaign.
Many of our customers want their content to be fully adapted and in the final format, so they can send it directly to the printers or email it. Blarlo has a professional layout team that offers this service, giving the customer a complete solution to their needs.