Discover how Hansem Global’s expert marketing translation services can elevate your brand’s reach and impact in international markets. Learn about the key differences between marketing and technical translation, and see how Hansem Global’s experience with leading global brands like Meta, Moloco, RenovoRx, and Unity ensures culturally adapted and persuasive content that resonates with diverse audiences.

What is Marketing Translation?

Marketing translation encompasses a diverse array of content and materials designed to engage and persuade potential customers. Examples include:

• Website Content: Company websites, landing pages, product, and service descriptions.
• Advertising Campaigns: Translations for digital ads, social media ads, and print advertisements.
• Brochures and Catalogs: Product brochures, service catalogs, and company introductions.
• Newsletters and Email Marketing: Regularly sent newsletters and promotional emails.
• Blog and Social Media Posts: Blog posts and content for Facebook, Twitter, Instagram, and other social media platforms.
• Video and Multimedia Content: Subtitles and voice translations for promotional videos and product demos, brand promotional videos, and educational videos.
• Presentation Materials: Corporate presentations, sales pitches, and investor materials.
• Promotional and Press Materials: Company news, new product releases, and event information.

As illustrated by these examples, marketing translation goes beyond merely conveying information. It aims to create a powerful impression on consumers and encourage action, necessitating cultural adaptation and localization. Translators must have a profound understanding of the target market’s culture, trends, and consumer behavior to convey messages effectively. Maintaining a consistent tone and style is crucial, as marketing messages are directly linked to the brand image. Therefore, marketing translation services must be approached with meticulous attention to detail.

Differences between Marketing and Technical Translation

Marketing translation and general technical translation differ in their approach, required skills, and evaluation criteria.

Approach

• Marketing Translation: Emphasizes creativity and cultural adaptation to deliver powerful messages to local consumers. It often employs a ‘transcreation’ approach, meaning recreating content in a culturally suitable and creative manner while maintaining the original intent and emotions. The goal is to resonate with the target audience and prompt action.
• Technical Translation: Prioritizes accuracy and consistency, requiring precise delivery of technical terms and details. It follows the standard TEP (Translation, Editing, Proofreading) process to ensure the accuracy and consistency of translations. The primary aim is to convey technical information clearly and correctly.

Use of Machine Translation

• Marketing Translation: Challenging to process with machine translation due to the difficulty of adequately reflecting cultural nuances and creative expressions. The effectiveness of machine translation depends on the language pairs trained in the translation engine. If the engine’s performance is lacking for the target market’s language, applying machine translation is not recommended.
• Technical Translation: More suitable for machine translation due to the standardized terminology and sentence structures commonly used. Machine translation can quickly and accurately handle such repetitive and structured content, making it efficient for technical documents.

Translator Skills

• Marketing Translation: Requires translators to excel in expressiveness from the translation phase. Translations with literal or overly translated expressions can diminish the intended impact, even if skilled editors or proofreaders review them. Marketing translators need a deep understanding of the target region’s culture, creative writing skills, and a thorough understanding of advertising and marketing strategies. Headlines and product descriptions must be attractive and persuasive, necessitating copywriting skills. Maintaining a consistent brand message and tone is crucial, so companies often establish strong style guides and have a strong reviewer responsible for the final quality check.
• Technical Translation: Requires expertise in specific fields and an understanding of the relevant terminology. Technical translators prioritize accurate information delivery over subtle expression differences, so creative writing skills are not necessary. The focus is on clear, precise, and accurate translations that convey technical information effectively.

In summary, marketing translation focuses on creativity, cultural adaptation, and impactful messaging, whereas technical translation emphasizes precision, consistency, and accurate information delivery. The distinct approaches and required skills reflect the different objectives and challenges inherent in each type of translation.

Hansem Global’s Marketing Translation Service

Marketing materials are crucial for increasing brand awareness in target regions and helping potential consumers decide to purchase products or services. Hansem Global’s marketing translation service enables clients to expand beyond domestic markets into global markets by building a strong marketing translation team for major languages worldwide. With experience in digital marketing for global brands in various markets, such as localizing Meta’s social media platform, marketing content for AdTech company Moloco, and marketing localization for Workato requiring efficient budget execution, Hansem Global has extensive experience and expertise in marketing translation services. Leverage Hansem Global’s marketing translation services for your business.

Marketing materials are crucial for increasing brand awareness in target regions and helping potential consumers decide to purchase products or services. Hansem Global’s marketing translation service enables clients to expand beyond domestic markets into global markets by building a strong marketing translation team for major languages worldwide.

With experience in digital marketing for global brands in various markets, such as localizing Meta’s social media platform, marketing content for AdTech companies, RenovoRx’s oncology marketing materials, and Unity’s marketing materials. Hansem Global has extensive experience and expertise in marketing translation services. Leverage Hansem Global’s marketing translation services to elevate your business and effectively reach a global audience.