Marketing translation is the process of adapting marketing messages, campaign materials and brand communication for new markets and target audiences. It involves more than language translation – it requires creative adaptation where the message, tone and emotional impact are preserved or enhanced in the target language.
Types of marketing content
Marketing translation encompasses website content including product descriptions and landing pages, campaign materials such as brochures, advertisements and posters, digital content for social media, newsletters and blog posts, brand materials including slogans, brand stories and positioning, as well as sales materials such as presentations, product sheets and case studies. Each type of content has different requirements. Websites require SEO adaptation to facilitate ranking in local markets. Advertisements must capture attention quickly. Social media requires a tone and style that resonates with local culture.
Transcreation vs translation
For creative marketing material, transcreation is often used where the language consultant has the freedom to creatively rework the text to achieve the same impact as the original. This might involve changing metaphors, creating new wordplay or completely reformulating messages to work culturally. For example, a slogan that relies on wordplay in the source language might need an entirely new creative solution in the target language since literal translation would not work. An experienced copywriter then creates a new expression that captures the same brand feeling and message.
Cultural adaptation
Marketing content must be adapted culturally to resonate with the target audience. Colours have different meanings in different cultures, images and examples must be locally relevant, humour and references must work in the target culture. Moreover, values and communication styles differ between various markets. An experienced language partner works to ISO standards with ISO-certified system support and employs translators with marketing expertise, copywriters for creative adaptation and local reviewers who can validate that content works effectively in the target market through the use of an ICR (In-Country Review) platform. They develop bespoke style guides that ensure consistent brand communication globally.