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.