Marketing is often perceived to be an intrusion on people’s privacy despite the fact that without it, they wouldn’t have a clue about what to buy, how much to pay for it and why to purchase it in the first place. The badly-timed marketing ‘opportunities’ – those unsolicited phone calls, spam emails and other cousins – spoil it for the whole clan. However, despite its poor brand image, marketing plays a critical role in international commerce; speaking of which…
Translation services in the field of marketing are the vital link between global markets. They help companies cross barriers that would otherwise be impenetrable – or at least extremely difficult to transcend. In a sense, they are the bridges between consumers in different nations. They (are supposed to) help standardise and/or customise marketing campaigns; and they bring people closer to the common denominator that the brand caters to.
At Inbox Translation, we believe that marketing collateral can never be translated into another language. Strange thing for a translation services company to be saying, correct? Well, let’s look at it from another perspective…
Sales and marketing campaigns often use colloquialisms to help the brand connect with people of a particular geographic or demographic market segment. For example, Nike’s famous ‘Just Do It’ is probably more powerful in an English-speaking market than any other. In Hindi (the national language of India), the translation comes out as a weak twin: ‘This is the only thing to do.’ In one Japanese translation, it comes out as: ‘I only need to specify it simply!’ Obviously, translation does not work.
Transcending the Culture Barrier
Inbox Translation takes another approach to translating marketing materials. We focus on what the copy is intended to convey, and then ‘transcreate’ that in the target language. As a result, the impact is maintained, the emotions evoked are the same and the overall effect of the marketing campaign is preserved in terms of integrity.
Here are just a few of the marketing translation services that we regularly provide to our loyal clientele:
- Ad Copy Translation
- Professional email marketing templates
- Sales copy translation
- Localising mass media content
- Localising marketing collateral
- Translating multimedia marketing content
- Translating digital content
- Translating market research reports
Don’t Mess with Marketing
There are too many examples of marketing initiatives gone awry because companies didn’t bother to check with a linguistic expert about the accuracy of a piece of content. A passing knowledge – or even expert knowledge – of two languages does not a translator make! There are too many variables in marketing translation to simply rely on an employee who happens to speak the local language of a target market. In France, a few years ago, several patients died because the instructions for the software tool that was responsible for calculating dosages of a particular medication were translated by bilingual staff rather than a professional translator. Any marketing department worth its weight in words would have ensured that a properly translated instruction manual was provided when the software application was being sold to an international client.
The Inbox Translation Advantage
Why deal with us when you have so many options for hiring a translation service for marketing collateral? The answer is simple – and five-fold:
- Dedicated translators for all your collateral
- Optional second quality check on request
- Effective project management methodologies implemented
- Specialists in over 100 languages – and our repertoire constantly being added to
With so many reasons to work with us, the real question is: Are you willing to be wooed into lifetime loyalty by a service provider whose only focus is the quality of translations delivered?