Localization of enterprise marketing contents is not a straightforward process of traditional translation. There are many important steps that require the close cooperation of a team of marketing, translation and technical professionals.
Bilingual editors in target countries appraise contents of leading brands of related products or services, with a view to identify common industry-specific jargons and terminology norms.
With client's inputs on their target audiences and market segment, the translation team examines the demographics of local communities likely to be interested in related products or services.
With the understanding on client's objectives, the potential target market segments and the vernacular of audiences, the translation team implements an appropriate information localization strategy.
Enterprise Contents Translation
Marketing contents are often injected with content satire, humor or metaphoric expressions. Some contents can be difficult to be directly translated or simply not translatable, due to linguistic or cultural differences. It is especially so with translators who are non-native to the source language to be translated.
To reduce potential misunderstanding of the source contents, or mistranslation of the writer's intended pun, complex phrases may need to be simplified to reveal clarity in meaning or its intended emotional connection.
Translation and Corporate Branding
Similarly too is the consideration for words that should be best left in their source language, including unique product or brand names. Every client has their own sets of guidelines on brand strategy or preferred corporate tone-of-voice. Hence, identifying and observing these guidelines is another critical step in the localization process.
To ensure that respective language translation teams adhere to client's preferred terminology, brand guidelines are developed as part of Project Briefs, while client's corporate terminologies are pre-translated, verified and incorporated into a working glossaries.
Why Translation could go Awry
Without providing adequate information to appointed translators, such as, client's objectives, references, explanations on source contents and sets of pre-translated glossaries, the end result may likely be literal or ambiguous translations.