Posted by In modern-day marketing, advertisement on all digital platforms is the backbone of the digital footprint of all businesses. Primarily, the professional representation of a brand/product or service is known as an advertisement. Furthermore, it’s carried out by effectively using all means including, audio, visual, and video on different digital platforms.
With the revolution of globalization, there is nothing more in demand than effective and targeted advertisement. The challenges of local advertising have long been sorted out. But the big giant; international marketing, faces many cultural, linguistic, and lexical challenges.
To make your business successful it is important to reach and pitch to foreign audiences in their native languages. Different types of translation pose different challenges, while advertising translation faces some specific challenges. Let’s know more about these challenges in this short read.
Linguistic Limitations of Slogans and Mottos
No one dares to disagree that advertisement is essential and a key part of the marketing strategy of all businesses unless you are Elon Musk! Right!
Localization makes your brand compatible with the target audience. Whereas, the translation of cross-border advertising materials is not child’s play. It must be in sync with the motto and slogans of the business, and professionally tailored for the target audiences by adhering to cultural and linguistic differences.
Sometimes slogans and mottos become the recognition of the brand, business, and company. Furthermore, translating these slogans and mottos and maintaining the original essence and context is a big challenge for advertising translation companies. These types of phrases are tricky to translate into the targeted language.
However, doing this without maintaining the original context may change the message and harm the reputation and identity of the brand or business. All in all, to maintain the lexical meaning and brand message, it is a prerequisite to hire a professional advertisement transition company.
Cultural Diversities and Challenges in Marketing Translations
There are cultural diversities in every region. These cultural and linguistic changes pose challenges for audio, video, and written advertisement translators. Sometimes advertisement material is not translated accurately for the target audience and produces no feedback from the target region. Customer care and support departments often have to deal with similar issues.
The translation company plays a crucial role in the fluid delivery of fitting advertisement translations. The translators of professional companies are native speakers and industry experts and are familiar with the cultural nuances of the targeted audience. They ensure that the marketing materials precisely convey the intended message. Therefore, without bothering the feelings of the audience of different cultures and beliefs.
Language Barriers
If we break the main challenge of the language barrier into two parts, one is linguistic and grammatical changes and the other is cultural and colloquial differences. When translating different or multiple target audiences, only a professional translation service can adhere to these linguistic and cultural challenges.
In addition, this can prevent misunderstandings and mistranslations that can confuse the audience. Therefore, if translated professionally, the advertisement in the native language has more power to convert the viewers or readers into paying customers.
Poor Communication of Teams
Translation of advertising materials requires the concrete collaboration of different teams. Especially between the teams of marketing, audio-video creators, and translators. Poor communication can cause delays and misrepresentation of ideas, terminologies, and in brand voice.
Short Deadlines
Advertising campaigns have tough schedules to follow. And there is tough competition in the market to translate the marketing material effectively. However, the translators should be expert enough that they can do it accurately and efficiently within the required timeframe.
Key Solutions for Meeting Advertising Translation Challenges
Consider these key tips before hiring advertisement translation services:
Evaluate and Categorize the Type of Marketing Material
The translation of the marketing material also varies depending on the type of material. Whether you are translating an ad or a whole marketing campaign, always adhere to the primary motive of the graphic, video, audio or written marketing material accordingly.
If you need to market your apps in different regions, simple translation won’t be helpful. Instead, you will have to go for a professional app translation and mobile app localization services.
Address the Communication Gaps
Every language has its own jargon and colloquial vocabulary. There is less we can do to accommodate them into the target language.
But there is something a professional translator can do way better! His/her main task is to comprehensively communicate the key information while maintaining the essential tone, details and other information.
Transcreation instead of Translation
Transcreation refers to the process of an elaborated rebranding of the whole bunch of marketing products or services into the target language and cultural norms of a target language. It is a more complex, lengthy yet beneficial part of the localization process.
Hiring the Professional Translators is Crucial
Only a professional translator can ensure the consistency of language and maintain the industry specific terminologies and vocabulary. Furthermore, the ideal translator must be proficient in the native language of the target audience.
Conclusion
In the modern-day market, there is no brand or business without professional and effective advertisement. When it comes to advertisements for bilingual audiences or for multiple target regions, it is important to adhere to cultural and linguistic changes. The role of a professional translation service provider becomes more crucial when the target region involves a different language.