Translation or Culturalization of my marketing creative? In today’s all digital world it is very easy to fall into the online software translation trap. Translation versus Culturalization of your marketing materials is of the utmost importance. It’s not just about using Google translate or relying on an online translator to relay your message. It still takes eyeballs experience and it is a deep understanding of the goal for the advertisement. Many cultures use words differently, In one culture a word could mean a straw in another market it could mean a sexual act. Understanding the nuances of language is not something easily translated into by piece of software.
Often translations miss the mark and say things that hurt, confuse or completely missed the point of the advertisement altogether. Understanding the language is just one component of culturalizing advertising or marketing campaign. Understanding the market demographic cultural backgrounds and religious references are a big part of understanding and targeting a consumer. That is the start of creating a well rounded multicultural marketing campaign not just for international markets but also for the US market.
Designed to reinforce technology – Are your Google Ad Words or Facebook advertising campaigns performing as well as you planned? If not, have you evaluated the creative (images/ad copy) you are using to drive the campaign? Often, businesses try to cram so much information into one small ad it creates a very confusing and hard to read ad that customers just ignore.
Here are some simple steps you can take, which will help you maximize your advertisements impact:
Step 1. MESSAGE: What is the one most important point you are you trying to make? Step 2. AUDIENCE: Who are you speaking to? Step 3. VEHICLE. Is your desired audience using the advertising platform you have chosen? Answering these simple questions may seen obvious, however more often than not, in the rush to meet ad deadlines, we sometimes miss the most essential point of advertising in the first place. Who we’re trying to advertise to and what are we trying to say. Remember the K.I.S.S. rule: “keep it simple silly.” Using pull quotes or a direct call to action statement along with an engaging image or graphic will always interrupt the reader and deliver your message more effectively.