Like any translator, a marketing translator is skilled in translating a particular language pair. But this translating specialist also has some marketing training as well as some knowledge of the culture you aim to market to. Let us explain why this matters.
As a popular movie points out, the Quarter Pounder goes by different names in countries other than the U.S. This is because most other countries use the metric system, so "Quarter Pounder" doesn't make immediate sense to most consumers. Imagine being faced with buying a 120 Grammer, and you'll quickly get the idea.
Many general translators wouldn't have the well-rounded knowledge to pick up on this problem. However, a translator specialized in marketing will be on the lookout for all linguistic and cultural issues that could adversely affect your message.
Systems of measure are only one of many possible tricky areas in marketing translations. The following are other issues that could pop up in your attempt to translate your marketing materials:
- Cultural or religious sensitivity to certain products, services, or topics
- Unfamiliarity with certain products, services, or topics
- Lack of an equal or sufficient term in the foreign language to describe your product
There will sometimes be cases in which your copy can't simply be translated; you'll need to adjust your approach to reach a different market. But much of the time, marketing translators can make your copy and content appropriate for a new audience.