Almost all of us have giggled about a silly translation error that has damaged a business name or product. Even a seemingly small language mistake can have a significant impact when it comes to tarnishing a company name.
Translating in a marketing environment is a serious business and there’s a lot of translation blunders to choose from…
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Coors ran a highly successful campaign in the U.S. under the slogan ‘Turn it loose!’ to promote its twist-top beer. Sounds good? Unfortunately, someone took their eye off the ball when it came to bringing the same sense to the slogan for the Spanish-speaking market. By taking a context-blind, word for word literal approach, the Spanish slogan they ended up with roughly translated as “Suffer from Diarrhea!“. Not at all the desired effect!
3) It does not understand your target audience
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When choosing a copywriter for a website or newsletter, businesses take great care to select someone who understands their ideal customers and their pain points. You need to treat choosing a translator with the same care.
Translating directly from an original text crafted for one market won’t necessarily work in another. Your international target audience will have different cultural cues, habits and conventions. A native translator will understand these and adapt the source text to reflect and appeal to the prospects you have in your sights. This is essential to build trust and move them to take action – and entirely beyond the limitations of Google Translate.
4) It cannot create the right tone of voice
As a business, you invest in developing a tone of voice aligned with both your company values and your target audience. Letting Google Translate loose on this carefully considered asset will destroy the tone, register and mood of your texts as you expand into new markets.
A specialist marketing translator will ask for an idea of your target audience to create a compelling and consistent tone of voice in the target language. This will both retain your original brand identity and resonate with the new market.
5) It does not protect your personal data
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Before diving into Google Translate, it is important to familiarise yourself with its privacy policy and consider whether it is appropriate to enter your data into the translation tool.
The terms and conditions under which Google Translate operates allow it to harvest and save any information you enter, which has serious implications from a customer confidentiality point of view.
Giving Google Translate a licence to collect, store and process any information entered into the service may violate aspects of data protection legislations like the California Consumer Privacy Act (CCPA) and the General Data Protection Regulation (GDPR).
Choosing a reputable translation company to translate confidential documents will assure a completely secure service.
Source: https://t-tees.com
Category: WHY
