Marketing translation is the specialised translation of marketing materials that requires both linguistic expertise and an understanding of marketing, brand communication and target audience culture. Marketing translation encompasses websites, brochures, advertisements, social media and campaign materials where a message needs to engage with, persuade and evoke the right emotions in the target audience.
Why does marketing translation require specialist expertise?
Unlike technical or legal translation where precision is paramount, marketing translation is about creating the same emotional impact in the target language as the original. Literal translation rarely works since cultural references, humour, wordplay and rhetorical devices must be adapted for the new market. A professional language partner uses translators with marketing expertise who understand how to create persuasive messages, copywriters who can creatively rework texts for maximum effect and local reviewers to validate that the translation works culturally and communicates the right message in the target market.
What does professional marketing translation include?
Professional marketing translation includes transcreation where the message is creatively adapted rather than translated word-for-word, copywriting of key texts for optimal communicative impact, cultural adaptation of references, examples and expressions, quality assurance according to ISO standards with ISO-certified system support and validation by local reviewers through the ICR (In-Country Review) platform. An experienced translation partner works with translators and copywriters who have marketing experience and understand the target audience’s culture, purchasing behaviours and communication preferences. They use client-specific style guides that ensure consistent brand communication and build term bases with approved brand terminology to maintain brand identity across all markets. Fluid Translation has extensive experience with translating marketing content. Read more about our quality-assured translation process.