In one form or another, advertising has been used to attract business customers for hundreds of years. Still, the rise of the Internet and social media has led to a revolution in marketing. The Internet has provided exciting advertising opportunities, so businesses have been forced to adopt entirely new marketing methods.
Given that there are about 4.13 billion Internet users worldwide, if companies adopt online advertising, they can expand their customer base many times over. However, companies should not underestimate the critical need for translation to achieve this goal. Let's take a closer look.
Types of online advertising
The Internet and social media have allowed businesses to interact with a much wider international audience. And for a company to discover this audience, it needs to embrace online advertising in its many forms. Some examples of online advertising include:
Each form of online marketing has its own advantages and disadvantages. Before deciding which methods you would like to include in your marketing campaign, it is advisable to conduct thorough research.
The need for marketing translation
Online advertising has made it possible for businesses to reach potential customers worldwide seamlessly. Nevertheless, you need to adopt a professional translation to interact constructively with an international audience.
It serves no purpose to spend money on marketing, such as visual ads that your target audience can't understand. For example, suppose a banner ad written in English appears on a German site. In that case, the German-speaking reader is likely to ignore it, resulting in an extremely low click-through rate. Even if the German readers have a good English level, they may feel alienated by ads that are not aimed at them.
Automated translation versus professional translation of marketing materials
Have you ever swiped through your social media pages and came across a button that says "see translation" or "see original"? These are handy tools that automatically translate content written in another language into your native language.
However, you may have noticed that these messages often sound a little strange or don't seem natural. This is because, at least for now, automated translation cannot successfully convey the subtleties of language, such as wordplay, slang, or nuance.
Although automatically translating your ads will give international customers an idea of what your campaign is about, it can leave them with a bad impression of your company and even do more harm than good to your business' reputation. By working with a reliable, professional translator who specializes in translating marketing materials, you will ensure that the message is expressed correctly, as you want it to be communicated to your potential customers. This will give your marketing campaign the best chance of success on the world stage.
Why is localization important for online marketing?
As we have already established, professional translation is a key component of high-quality global marketing. Still, we must also emphasize the value of proper localization. While translation focuses on accurately presenting the message in another language in a culturally sensitive manner, localization focuses primarily on those cultural differences and ensuring that the new audience understands the message as it was intended.
Localization considers language and visual elements such as logos, colors, and images that may have a different meaning in the target culture than the source culture. A localization expert will consider topics such as religion, superstition, and history and customize your ad campaign to work for the people it's aimed at.
As you can see, by investing in professional translation and localization, your company can make the most of the opportunities offered by the Internet. Failure to tailor your content to your target audience will result in limited growth. It can negatively impact your company's international reputation.
Suppose your company plans to enter new global markets. Why not work with an experienced team of native translators from iText Translation Agency? Get in touch with us today for more information or quotes.