Marketing is fundamentally communicating with the customer, it holds an enormous impact on how customers perceive brands. Therefore, the process of marketing translation can be an effective game-changer. It can yield huge benefits (in instances of an effective professional translation) or loss of a mind (if an experienced business translator fails to complete the project.)
In order to be successful, a Chinese marketing translation solution must capture the attention of the customer and convince them to purchase the product in question. Marketing translators for business must be aware of the product, the fundamental concepts of marketing, and the specific cultural nuances of the market.
Since language and culture are interconnected and interdependent, business translators need to carefully think about how words will be perceived by native speakers. To increase sales, a marketer is required to know the need to modify. Because humor is often culture-based, a jolly advertising campaign might require reframing when translating for business.
Additionally, stylistic decisions such as voice and character can be framed according to cultural norms. In addition, for these reasons, an experienced translator must think about whether the original message will be compatible with the culture of the target audience or if a slight revision is needed.
To make it more difficult for translating business marketing adds to the complexity of business translation is that there is a lack of consensus on the best way to be done. Some think that successful translation requires some form of copywriting of a fundamental nature, whereas others view it as a direct translation with no creative freedom.
People who adhere to the former belief often use the term marketing translation to mean an artistic adaptation, to suggest that their unique style of business translation maintains the impact of their translation while also being imaginative with words and meaning.