Posts Tagged ‘global communication’

The Hispanic/Latino mar­ket is grow­ing in size AND buy­ing power.

Span­ish is the offi­cial lan­guage in 22 coun­tries and is the third most widely spo­ken in the world (after Eng­lish and Man­darin).  In 2011 there were 165 mil­lion His­panic inter­net users, a group that grew 807% over the past 10 years.  Experts pre­dict that by the year 2050 there will be 530 mil­lion Span­ish speak­ers in the world, of which 100 mil­lion will be liv­ing in the USA.

In the US, the His­panic mar­ket is not only grow­ing in size but also in buy­ing power. Con­sider the fol­low­ing data, cour­tesy of eBiz­Me­dia and H&R block:

Rise of The Latino Consumer

Keep­ing the cul­ture alive

The major­ity of US Hispanic/Latinos keep strong ties to their cul­tural her­itage. 35 mil­lion US res­i­dents still speak Span­ish at home. The Peo­ple en Español His­panic Opin­ion Track­ing (HOT) Study found that 55% of His­pan­ics in the US are rel­a­tively ‘unac­cul­tur­ated’. This is the group that is least assim­i­lated, liv­ing cul­tur­ally iso­lated and in His­panic dom­i­nant com­mu­ni­ties.  Not sur­pris­ingly, this group responds best to com­mu­ni­ca­tion in their native language.

A mar­ket to be reck­oned with

The US His­panic pop­u­la­tion is grow­ing in size and their buy­ing power has increased at an even more stag­ger­ing rate. This com­bined data rein­forces the notion that the Latino mar­ket can­not be ignored by any US mar­ket­ing orga­ni­za­tion. Lati­nos are an inte­gral part of the US mar­ket as a whole. How­ever, to reach and engage this audi­ence, one has to con­sider the cul­tural nuances and lan­guage in their communications.

 

© 2012 Branded Trans­la­tions.
Branded Trans­la­tions is a spe­cial­ized lan­guage ser­vices agency. We help orga­ni­za­tions reach mul­ti­cul­tural and inter­na­tional audi­ences through qual­ity trans­la­tion and tran­scre­ation of mar­ket­ing and adver­tis­ing com­mu­ni­ca­tions.  For more infor­ma­tion, visit BrandedTranslations.com.

 

 

Lan­guage trans­la­tion can be com­pli­cated and mis­takes are com­mon. A direct trans­la­tion can turn a strong adver­tis­ing mes­sage into some­thing funny, offen­sive or even plain non­sense.  Search for “mar­ket­ing trans­la­tion mis­takes” on any search engine and you will find plenty of examples.

The more prac­ti­cal ques­tion to ask though: how can you rec­og­nize a good trans­la­tion and avoid mis­com­mu­ni­ca­tion?  There is no magic for­mula, but here are the main points to consider.

Trans­late the mes­sage, not just the words

A good trans­la­tor will always focus on the mes­sage when trans­lat­ing mar­ket­ing or adver­tis­ing con­tent. Unlike a legal or tech­ni­cal trans­la­tion, in mar­ket­ing com­mu­ni­ca­tions it is crit­i­cal to make the mes­sage res­onate with the intended audi­ence.  One has to go beyond a lit­eral trans­la­tion of words. Think of it this way; there is a rea­son why copy­writ­ers are hired.  They add value by mak­ing a mes­sage inter­est­ing, impact­ful and per­sua­sive — using as few words as pos­si­ble. When trans­lat­ing such cre­ative con­tent into another lan­guage, it really deserves the same atten­tion in order to be as effec­tive as the original.

Under­stand cul­tural nuances

Under­stand­ing the cul­ture of your audi­ence is key when trans­lat­ing adver­tis­ing con­tent. Words may be trans­lated cor­rectly but they can have a dou­ble mean­ing or evoke a com­pletely dif­fer­ent reac­tion.  Take Orange for exam­ple, a lead­ing telecom­mu­ni­ca­tions provider that launched a cam­paign in Ire­land with the line “The future is bright, the future is Orange”.   If the writer had lived in Ire­land, he or she would know that the term “Orange” is also a ref­er­ence to Orange Order, a Protes­tant fra­ter­nal orga­ni­za­tion. The term is often asso­ci­ated with union­ism, sec­tar­ian and even suprema­cist.  Not exactly the val­ues that the Orange brand wanted to convey.

Match tone & style to your brand

Even if you don’t have a for­mal­ized brand posi­tion­ing, your mar­ket­ing com­mu­ni­ca­tions will have a cer­tain style and tone that is inher­ent to your brand.  It’s like a per­sona with char­ac­ter­is­tics that your audi­ence will rec­og­nize.  When mar­ket­ing com­mu­ni­ca­tions are trans­lated into a dif­fer­ent lan­guage, it is impor­tant to con­tinue the same tone and writ­ing style.  A good writer will ask the right ques­tions. Is your brand estab­lished and author­i­ta­tive or new and dis­rup­tive?   Does it rely on its her­itage or inno­va­tion? Is it for­mal or infor­mal in its cus­tomer com­mu­ni­ca­tions?  Whether it’s a web­site, a brochure or an ad, it is impor­tant to use the same brand voice.  The more con­sis­tent you are, the more rec­og­niz­able you will be.

Mind the pic­tures; they’re worth a 1000 words

As in all com­mu­ni­ca­tions, what you see res­onates more (& faster) than what you read.  It’s how the mind works. Words and design col­lec­tively con­vey the mes­sage.  You have to con­sider both when trans­lat­ing adver­tis­ing com­mu­ni­ca­tions.  Does your imagery res­onate with the for­eign audi­ence?  Do the col­ors and sym­bols have a dif­fer­ent mean­ing?  These are the things to look out for. Check with some­one who is close to the cul­ture of your tar­get audi­ence.  Often a small and sim­ple cor­rec­tion can make a big difference.

© 2012 Branded Trans­la­tions.
Branded Trans­la­tions is a spe­cial­ized lan­guage ser­vices agency. We help orga­ni­za­tions reach mul­ti­cul­tural and inter­na­tional audi­ences through qual­ity trans­la­tion and tran­scre­ation of mar­ket­ing and adver­tis­ing com­mu­ni­ca­tions.  For more infor­ma­tion, visit BrandedTranslations.com.

Why lan­guage mat­ters to global marketing.

If you landed on our site, BrandedTranslations.com, you may already be con­sid­er­ing pro­fes­sional lan­guage ser­vices for local­iz­ing your mar­ket­ing con­tent, be it online or in print.

In case you’re still on the fence, think­ing about ROI and whether local­ized mar­ket­ing mes­sag­ing can  make a real dif­fer­ence for your busi­ness, con­sider this arti­cle, high­light­ing the find­ings of an inde­pen­dent study by the Com­mon Sense Advi­sory.

The study sur­veyed more than 2,400 con­sumers in eight non-English-speaking coun­tries about their online buy­ing habits and pref­er­ences. It reveals that lan­guage does mat­ter when you’re try­ing to sell to an inter­na­tional or mul­ti­cul­tural audi­ence — even if the reader is pro­fi­cient in English.

Rel­e­vant excerpts from the lan­guage study:

  • For­eign vis­i­tors spend more time on Web­sites in their native lan­guage.
    Almost 90% of peo­ple who have no or lit­tle Eng­lish abil­ity spend the major­ity of their time on sites in their own lan­guage. How about inter­na­tional vis­i­tors who can read and write Eng­lish? Even 60% of them pre­fer sites in their own lan­guage over English-language sites.
  • Most peo­ple buy from sites in their own lan­guage.
    Just 10% of the those with lit­tle or no Eng­lish make most or all of their online pur­chases from Anglo­phone Websites.If they do speak Eng­lish, the num­ber jumps to 37%. But that still means that more than 60% of those who can read Eng­lish pre­fer buy­ing from sites that are writ­ten in their native language.
  • Most peo­ple will pay more for prod­ucts in their own lan­guage.
    Nearly 65% of respon­dents who spoke lit­tle or no Eng­lish con­firmed that they would pay more for infor­ma­tion they could read in their own lan­guage. Those with Eng­lish pro­fi­ciency were split even on this proposition.

For more infor­ma­tion about trans­lat­ing mar­ket­ing and adver­tis­ing con­tent, please con­tact maarten@brandedtranslations.com.