Use the correct language This doesn’t mean that your business and marketing plans shouldn’t be creative, innovative, and challenge perceptions, but they should always have a “why” behind every action taken. However, keep in mind that some ideas, especially visual ones, may not be appropriate in certain areas, such as:
Tattoos can be perceived negatively in many markets
- Naked women are unacceptable in some Muslim countries.
- Colors can have different meanings depending on the culture.
- Animals can have sacred meaning (for example, cows in India) .
Translating your messages into a different language or adapting them to different regions or cultures may seem obvious, but you’d be surprised at how many marketing telegram data campaigns fail worldwide because of this.
Let’s take a look at a campaign that failed due to poor translation
When Parker marketed a ballpoint pen in Mexico, its ads were supposed to read: “It won’t leak in your pocket and embarrass you.” Instead, the company mistranslated the word “embarrass” as “embarazar.” Thus, the ad, translated into Spanish, read: “No se fugará de tu bolsillo ni te deja embarazada.” This not only causes embarrassment, but is also costly for the company and directly affects the brand.
This doesn’t just happen when translating from one digital marketing method that works language to another. It can also happen within the same language. Let’s look at an example of American English vs. British English. In American English, the term “pants” refers to trousers in Spanish, the most common being jeans. However, in British English, “pants” go under clothing; Americans would call this “underwear.” This would be a cultural misunderstanding.
These types of errors are easy to overlook, especially when you’re unfamiliar with the new market. That’s why it’s always important to invest in expert copywriters and translators. The right person should be able to write and edit effectively, interpret and localize messages, and create high-quality content for your brand. Keep these suggestions in mind:
It’s better to use native or bilingual speakers Use the correct language
Don’t rely on online translators like Google Translator for high-quality translations.
- Be aware of language variations, such as brazil data Brazilian versus Portuguese, and regional dialects, such as Galician or Valencian in Spain.
- Provide your copywriters with the strategy and core message so they have a clear understanding of its implications for the campaign, market, and language.
- Implement a review process to edit and approve translations.
- Conduct a small test to see if your messages are 100% understood.