The translation is vital in the advertising industry, particularly if a business wants to operate in an international context. Successful advertisements must be engaging and appealing to their targeted market and address the audience with the most appropriate vocabulary. This is the key to the most effective advertising campaign. Advertisements often depend on subtle nuances placed within the text, so this means the literal translation is typically not sufficient to provide the right meaning. This means the advertisements need to be translated by a translator who can translate these subtle meanings without a mistranslation.
Key tips for a successful advertisement translation
1. Know all there is to know about your targeted audience
If you are targeting, for example, an audience with a certain amount of money, this doesn’t mean the language you use in your translations will be the same. For example, older people with the same amount of disposable income as a younger age range may not be engaged with language that might be used for a younger person.
2. Recognize the importance of transcreation
A common mistake in any advertising translation is the literal translation that fails to completely understand the advert. All translations of advertising material need transcreation; that is when the wording and the tone are adapted to suit the target market. To ensure an advertisement has the best translation using a qualified translator of that language who resides locally might be the best way of ensuring an appropriate translation of the advertisement.
3. Forget machine translation
Running the text of an advert through Google Translate will not bring a good result. Machine translation gives literal translations, which do not work well in advertising campaigns.
4. Understanding the culture
An effective advertising translation depends on more than just translating a message meaning but it also involves assessing how suitable a translation is likely to be for the audience. An insensitive translation of a marketing campaign could put off a potential customer, and, even a whole country. It could damage a company’s image and reputation and destroy customer relations. It is important to consider carefully all the marketing and advertising material and ensure the wording in the source language won’t offend the targeted customer in the translation.
5. Adapting SEO to the targeted market
SEO needs to be developed and adapted for each individual market so that it achieves maximum attention from the targeted audience. A translator or native speaker who understands all the ins and outs of a professional translation is necessary if the desire is to reach as many people as possible.
6. Trust your local translators
It would be so convenient if one advertisement could be used across all cultures and language speakers. Unfortunately, in practice, this isn’t the best way to go as cultures don’t always respond in the same way to advertising materials. The best way to adapt to these differences is to engage local translators who not only know their two languages well but also know the best way to use a translation of an advertisement, so it gets maximum interest. Looking at an advert from a local perspective helps to ensure the most appropriate language is used and no one is offended by the language used in the translation.
A good advertisement translation will have input from native speakers who both life and breathe their local culture and understand completely the subtleties of their language. Effective translation when used in advertising depends upon experts who are able to make use of their experience and knowledge to translate thoughtfully so that the advertisement translation reaches the targeted audience.
China is progressing so fast as a country that even companies in Britain see it as a lucrative prospect. It is experiencing an increase in population, which in turn means an increase in potential consumers. Also, what is particularly important for British industries is the demand for the more luxurious end of the market.
One particular problem is communication and with China having a huge population, it’s even more important that a global translation company trains and markets translators who know and understand well all the different Chinese languages. Once you have a good understanding of Chinese culture and at least some words of Chinese language it will make communication easier.
Greetings are important for translation services
If you are a translation company trying to work your way into the Chinese market first impressions are very important so getting to know the Chinese expressions for greeting Chinese people moves you in the right direction. Smiling and simply nodding are acceptable and common greetings when a meeting starts. Some of the more common greetings found in a meeting environment include ‘hěn gāoxìng rènshí nǐ’. This means ‘nice to meet you’, and the word ‘jiǔyǎng’ is a formal expression which means ‘I`ve long been looking forward to meeting you’. Without a doubt, Chinese business people normally are appreciative when foreign guests try to speak in Chinese.
Using the right words is important in a Chinese culture
Many people from China like positive comments, particularly about their culture and country, but they don’t like to discuss politics. This means if you have an advertising campaign you wish to use in China it should be ultimately straightforward avoiding any controversies.
Keep your cool in business interactions
Even if you aren’t happy about a business outcome, you should not show it, but remain cool, calm and collected.
Business meetings with Chinese counterparts
There is a general trend globally to use digital formats in business meetings, but this is not what Chinese businesses prefer. They still like to see all information in a hard copy so they can make their own decisions. Also, you can’t expect to gain a good, firm relationship in just one meeting this will only develop over time.
Emotional responses are not approved in a Chinese context
Showing emotions won’t endear you to a Chinese business person, so they are best avoided.
The opportunities for translation services in the Chinese context are great as business people need to understand and communicate with their audience as effectively as possible.
Press releases have become an integral part of marketing. They are best left for original messages, changes in business practice, special deals and release of new products. But for many businesses, press releases are a means by which the company’s profile is kept as visible as possible.
Businesses are much more likely to have a global presence these days and that means making sure that the message is translated into as many languages as are important to the business. Making sure that your all important press release is professionally translated into the languages of all your target markets is just as important as professionally translating business documents and the web pages of your main website.
A press release is a bit like making a speech, except it is a written speech, not a spoken one. Not so long ago, it would be common for the marketing executive or salesperson to use English as a medium of communication almost exclusively, in the hope that he or she would be understood. If the equivalent executive or salesperson was a native German, Japanese or Chinese speaker, it is highly likely that their message would fail to be understood by their audience if they restricted themselves to speaking in their native languages.
If they didn’t have an excellent command of English (or whatever the language was of the country they were visiting) hey would most likely have a professional interpreter to do the job of interpreting for them. Having to listen to someone giving a speech in halting English can be excruciating and in the end not very worthwhile. The same goes for a speech made in any other language. If it is not professionally delivered, then it can even be counterproductive. An unprofessionally delivered speech can give the impression that the company itself is unprepared and unprofessional.
What can be said about speeches and interpreting also goes for press releases and translation. A press release is not worth bothering with if it is left to someone in the office who thinks they can translate it themselves. Leave it to the professional translator and if at all possible choose a translator who specialises in business translation. They will at least understand what a press release is all about and make sure that the language used in the translation is the same sort of language used in a press release.
For many years now English has been used as the preferred language for international business. However, today’s trends indicate that this is no longer the preferred method of communication when it comes to marketing products to consumers.
According to a poll conducted by the European Commission of 23 E.U. countries almost 20 percent of internet users said they never go to websites written in languages that are different from their own and more than 40 percent said they never buy either products or services from websites except those written in their native tongue.
In the larger less developed world, English is not such an acceptable language to use when marketing and purchasing products. Non-English speaking consumers prefer to make a purchase if the information is offered in their native language. Additionally, 80+ percent said they are more likely to make further purchases if the post sales care takes place in their native language. More than 60 percent prefer badly translated web pages in their native language using simple translation tools like Google translate rather than English only websites!
Start Small And Grow Bigger Over Time
If you are thinking of localizing your product so you can open it up to more potential buyers choose the most important of your non-English languages first. Get your website’s key pages translated by a Professional Marketing Translator and then trial these pages for say 2 months and see how your potential buyers treat your attempts at localisation. Throughout this trial period you can use tracking tools to see how your buyers are reacting to your newly translated website. If you have got a social media link on your new website, this will help you to know how much sharing has been going on too.
Localize Your Best Content
If you normally keep a blog going that keeps your visitors current with any new developments occurring within your company, this could be a good place to start when translating a relevant part of your website. If you have links back to your key website page from your blog this is a good monitoring point as you can see whether visitors to your translated blog will go back into your website to do more exploration. If they do, this should be the next part of your website for a Marketing Translation.
Live Chat is Good For Customer Contact
Once you have started to attract some non-English speaking customers your next step is to offer online support. This could be done by email but these days customers prefer to chat instantly online. You should try to set up a live chat facility that involves chat operators who can switch between languages so that the chat is effective as a means of communication.