Marketing Translation
The key thing about any marketing copy is that it needs to connect with the reader – and that’s what makes marketing translation tricky. Word-for-word translations often sound flat and sometimes even odd. These kinds of texts can be difficult to read and unclear in their message, and this makes them pretty useless as marketing texts – in fact, they can even have the opposite effect and actually damage your reputation. That’s why it’s important to work with a professional localisation expert who understands your message and the target market … and can perfectly connect the dots between them.
Quality Content that Drives Results
You don’t translate your marketing copy for no reason. If you’re running multilingual campaigns in foreign markets, it’s because you want to see real returns on your investment in the form of more clicks, conversion and customers. At Comunica, that is exactly what we provide. Our marketing translation, localisation and transcreation services are designed around your metrics and crafted not just to look pretty, but to perform a concrete purpose – and deliver tangible results.
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Culturally Anchored Marketing Copy
Marketing copy that is detached from its context may feel lost or out of place when it is finally launched into a specific cultural environment. It’s therefore important to understand the target culture – what similar brands are out there already and how do they frame their message? What are the gaps in the market, what have people been longing for, and what issues or opportunities have already been highlighted in the discourse? Conveying that you understand these factors not only helps you to position yourself as more relevant, but also as more trustworthy and understanding.
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References, Wordplay and Wit
The best marketing copy is down-to-earth. It speaks to the reader the same way they speak to their friends and family – using cultural references, relevant idioms, wordplay and some carefully calibrated wit to create just the right rapport. This is something that doesn’t come across when marketing texts are translated literally. It needs to be introduced in a natural and strategic way. This will give your copy some spark and help it grab the attention of potential readers in a busy media environment full of competing messages and advertisements.
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A Tailored Package
At Comunica, we can help you with your marketing translations in many different ways. First of all, we can assist you with your market research by drawing on our own research and expertise to help advise you on how you should position your brand, product or service. We can also help you decide whether to opt for translation, transcreation, original multilingual copy production or a combination of all three approaches – all depending on what kind of campaign or marketing materials you want to create and what outcome you would like to achieve. If you want to quickly talk through ideas and work with us to put together a clear and simple strategy, you can book a call at a time that suits you and we’ll get stuck in together!
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Find the answers to some common questions about marketing translation here.
Got a question you can’t see here? Send us an email and we’ll get you an answer!
What is marketing translation?
Marketing translation refers to the translation or localisation of marketing materials into different languages. Marketing translation requires a special approach because it aims to build an emotional connection with readers and to convince them of the value and reliability of the service, brand or product being advertised. Often marketing materials are transcreated and localised – meaning that the translator makes creative and functional changes to the original text to help it better achieve its goals. You can read more about transcreation and localisation on our language services page here.
How do you ensure quality in marketing translation?
There are many ways we can check and verify quality. We use some of the best QA tools on the market in order to automatically and efficiently catch errors and areas for improvement. Depending on the kind of workflow you choose, your text may also be reviewed by a proofreader and then checked again by the original translator. You can read more about our QA processes here and about our different workflows here.
Why is AI alone not good enough for marketing translation?
Because cultural context and tone are so important to marketing translation, it is usually not a good idea to rely solely on AI. Recreating your brand voice in another language is a delicate process that requires both nuance and creativity, and even the slightest misstep will be perceptible to readers. While AI will be able to produce accurate and understandable translations of your copy, they will lack spark and many readers will be able to tell right away that they are AI-generated. This can damage confidence and ultimately produce the opposite effect to what you intend.
What is the difference between translation, localisation and transcreation?
Here’s a summary of what we mean by these three terms:
Translation – usually refers to a straight-forward approach where the goal is to convey the original meaning of the target text in an accurate and faithful way.
Localisation – goes one step further by adapting the text to the target readership. This could mean changing units of measurement, but also explaining or adapting cultural references and making other changes to help better bring out the value of the original.
Transcreation – gives the translator much more creative liberty so that they can change and reorder the text, maybe even removing or adding sections if necessary. The purpose of this is to translate the purpose of the original text rather than the exact words used.
Whichever option you choose will depend on your project and goals, and we will always be happy to talk you through the differences and offer advice on which service we think is the best fit.
What is special about social media translation?
Social media marketing translation is different from other types of translation because it prioritises impact and engagement over literal accuracy. Social content is informal, fast-moving and highly emotional, so a direct translation will often sound unnatural or fail to resonate with a local audience.
What also makes it unique is that platform behaviour varies by market. The tone, humour and level of directness that work on Instagram, TikTok or LinkedIn in one country may feel awkward or ineffective in another. Successful social media translation adapts the message to local expectations, not just the language.
Finally, performance is the benchmark. Social media marketing translation is judged by how people respond – clicks, comments and shares – which means calls to action, phrasing and even emojis often need to be reworked to achieve the same effect in each market.
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Localisation is a crucial step in every major growth journey. It’s what allows big brands and market leaders to go from regional small fry to big player on the global arena. Without it, there will always be a barrier inhibiting all growth past a certain threshold.
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Web & Marketing Services
Taking your business global means more than just translating words – it requires a fully integrated approach to web and marketing strategy. Whether you need to translate website content, implement localised SEO, or invest in multilingual content creation, our services are designed to help you stay relevant, visible and persuasive. Simply put, we help brands maintain a diverse, dynamic and multilingual presence in all markets.
Multilingual language services are not a cost. They are a smart investment in growth and revenue.
AI & Data Services
Harness the transformative power of AI translation to accelerate your global communication strategy. By blending cutting-edge artificial intelligence with human expertise, we deliver sophisticated content adaptation that maintains cultural authenticity while maximising efficiency. Our AI translation workflows combine automated quality assurance, data-driven market insights and intelligent content generation to create scalable multilingual solutions. This strategic fusion of technology and human oversight ensures accuracy, relevance and impact across all your target markets.
Consultation Services
Conquer new markets and find your voice with our expert consultation services. From crafting a culturally attuned content strategy to designing a data-driven market entry strategy, our consultation services equip you to connect with your audiences authentically. Whether you’re entering the Nordics or scaling globally, we help you navigate the nuances of cultural adaptation and build strategies that resonate across borders.
Multimedia Services
Professional audio transcription unlocks the full potential of spoken content – making podcasts, meetings and presentations searchable, translatable and accessible. Meanwhile, expert subtitle translation ensures your video content resonates globally with perfectly timed, culturally adapted text that preserves meaning and emotion. From voiceovers to closed captions, multimedia localisation creates inclusive experiences that connect with diverse audiences across every platform and format your brand inhabits.
Layout Services
Professional translation layout services bridge the gap between linguistic accuracy and visual presentation. When content crosses language barriers, text expansion or contraction can disrupt carefully designed templates, breaking user interfaces and compromising brand consistency. Our translation layout services integrate formatting considerations from project inception, ensuring your multilingual content maintains its intended impact across all platforms. With us, you get functional texts that fit the right format.
