Due to globalization, content marketing, advertising, and sales-focused campaigns are expanding globally. This means that translation and marketing are connected at several levels. This could affect your ROI and sales globally.
Furthermore, this bond between translation and marketing goes beyond sales or lead generation, as multilingual businesses must communicate their strategies to different audiences, locations, and cultures.
In Marketing, assuming a shared language means a shared understanding is risky. Not considering differences and nuances can break a campaign and affect revenue. That’s why a good translation must always accompany an equally good localization strategy.
Translation ≠ Localization
Although translation and marketing are related, there are points at which they do not coincide. Translations are often associated with localization services. However, this concept is more related to SEO demographics and acquisition marketing.
While translation entails redefinition and transport of a language to a different culturally significant space, localization, as its name suggests, invites us to assign certain concepts to a given space.
Imagine you are part of a successful popcorn company expanding into Latin America. Your market research looks very promising. The social media marketing campaign is both fun and engaging. Your product is ready to lead the Mexico, Argentina, and Colombia markets.
But everything failed suddenly because of a single mistake: your campaign was translated in Argentina, and your product was offered as “pochoclos” across all countries.
And what’s the issue if that is the Spanish word for popcorn? It is a Spanish word for popcorn, of course, in Argentina. In Mexico, people eat “palomitas” and in Colombia, “crispetas,” not pochoclos.
This detail illustrates the dangers of assuming a shared language means shared understanding. Remember: translation does not equal localization. In marketing, that distinction can make or break your campaign.
Mistakes brands make when expanding into new markets
Translation and marketing have a breakpoint. If you work in marketing, you must know how much language matters. Language allows us to communicate ideas, of course. But have you ever considered that language also communicates emotions and cultures?
A word that means something casual in Spain might sound too formal in Puerto Rico. An object you use daily—a pen—might have 20 different names in 20 countries. The most inspiring slogan in English might sound dumb, nonsensical (or even wholly inappropriate) when translated literally.
The number one mistake brands make is not being aware of the importance of language as a cultural and emotional vehicle. An unfamiliar word, an incorrectly used expression, or a literal translation is no minor mistake. It might completely derail your campaign and even your brand reputation.
Adapted emotional tone, cultural references, and intent
When expanding into new markets, many brands and businesses fail to realize the importance of context in their translations. Many campaigns fail to resonate with an audience because they are just words. There is no emotional implication, no cultural baggage. Just standardized, “correct” translations that sound boring to local ears.
Let’s go back to Spanish and use a widespread word: “Madre” (mother). Imagine a heartwarming campaign centered on motherhood. You can use “mi madre” to convey that strong emotional imprint in Spain. “Mi mama” will be the best choice in Venezuela, Panama, or the Dominican Republic. In Argentina or Uruguay, maybe “mi vieja” (literally “my old lady”) would sound endearing and local.
This doesn’t just apply to vocabulary. It applies to tone, cultural references, and intention. Everything in your message must fit the context. Remember: translation and marketing are linked; however, translation ≠ localization is not.
Benefits of involving language experts from the start
Involving language experts from day one is always a great idea when designing your marketing strategy. Why? Because:
- You’ll better understand what works (and what doesn’t) in each market.
- You’ll prevent mistakes while also having the possibility to improve your message.
- You’ll deliver content that resonates with each audience.
- Your message will be linguistically accurate but, more importantly, culturally relevant.
Marketing in Spanish, English, or any other language is closely related. Marketing can be understood as a narrative, a story we tell, which is why its dependence on language is so marked.
Therefore, when translating our content into other languages, we must understand that localization is essential in its own right and that we must know our audiences. Also, a well-thought-out strategy is fundamental to the success of any business.
