Translation and adaptation from one language to another is a tough and daunting task. The conversion of content from one language to another requires a professional and expert approach, irrespective of the industry or type of translation. Marketing translation is one such tough type of translation that requires extensive experience and knowledge. Only expert and highly specialized translators possess such extensive knowledge and skills.
Marketing translation services have their own set of challenges and hurdles. This is so, mainly because marketing translation involves a creative and open-minded approach to translating marketing files, marketing plans, advertisements, slogans, and messages. Not surprisingly, a professional and accurate marketing translation can do wonders for a business in a foreign market.
Let us look at some of the top skills that a business must look for in a marketing translator:
Skills and Qualities of a Marketing Translator
1. Advanced Knowledge of the Language Pair
The key to entering a new market and succeeding in it is to provide a translation which is easy to understand for the audience. A company may fail to cannot make its mark in a foreign market if its ads are not translated into the native language of the target audience. This is the reason why marketing translators need to have advanced knowledge of both the source and the target languages. In addition, he should be fluent in reading and writing the target language and should preferably have ample experience in providing accurate translations of marketing plans, collateral, and slogans.
2. Knowledge of target cultures to Maintain Relevancy
The translation of one language to another is not just a conversion of language, it is an adaptation requiring extensive knowledge of contextual information. This contextual information is closely related to a community’s norms, values, culture, lifestyle, and practices. A marketing translator who understands the target culture and the way of life fully will have no trouble adapting the text accordingly.
On the other hand, if he is not aware of the target market’s culture and values, the translation may come out as inappropriate or even offensive. Be it marketing slogans, advertisements, or logos, a thorough knowledge of the target culture is essential to ensure success for a business. A professional translation agency that can deliver accurate marketing translation services, besides website localization services, can provide the best translation that considers cultural context and accuracy.
3. Good Communication Skills
Translation requires expert knowledge, and a powerful skill—the ability to communicate effectively. This is the basic requirement for every type of translation, including marketing content. The communication between the client and the translator is of such high importance that companies hire expert translators exclusively to ensure accuracy.
In marketing translation, nuances can be tough and hard to analyze, especially if these nuances relate to a brand message. This is the reason why a translator needs to have excellent communication skills so he can correspond with the client company about the marketing message. In addition, he should also be able to communicate the intended meaning of the message to the target audience without any discrepancy or confusion.
4. Creativity and Analytical Skills
A certified and professional marketing translator does not only provide an accurate translation of marketing material, he is also expected to infuse creativity into the translation. Creativity in marketing translation is of utmost importance, as the translator needs to adapt the brand message to fit the preferences of the target audience.
These creative skills enable a translator to “think outside the box” and analyze the intended message. A creative mind with strong analytical skills is a prerequisite and powerful combination for a competent marketing translator. These skills ensure the intended brand message reaches the target audience and appeals to them as well.
5. Sound Knowledge of Regulations
Every country has its own rules and regulations relating to translation terms, glossaries, format, tone, content, and style. A professional translator belonging to an expert translation agency will have sound knowledge of the regulations and government regulations. For example, marketing foods that are allowed in some countries but banned in others may offend the target audience.
Likewise, a marketing translator who is well aware of the marketing regulations governing a country will know how to adapt the text to fit the mould easily. In addition, marketing translators must also keep an eye on the changes in these regulations, so as to avoid any penalties.
6. Skills and Ability to use translation tools
The present world is a world of changing technological revolutions. And a company must keep itself abreast of the latest translation tools. A marketing translator needs to have strong knowledge of shifting technological practices and tools. He should preferably be well aware of the machine and CAT tools to help him translate marketing content accurately. In addition, a marketing translator needs to maintain a style glossary to keep the original message intact. A thorough knowledge of translation tools can equip a translator with the speed, accuracy, and reliability needed for accurate marketing translation.
The Last Words
Marketing materials translation is a challenging and time-consuming task that requires precision, and most importantly, cultural relevance. This is why only professional marketing translators should be hired to achieve accuracy, which is an integral part of the translation process. Moreover, an expert marketing translator can be the key to ensuring the intended brand message reaches the target audience without any glitches.
