Marketing translations come with two challenges:
- Social Media has revolutionized communication and content marketing is currently all the rage. And that means a whole lot for your marketing translations. They are not only about mirroring your message in a different language anymore. They also need to stand out in the abundance of information that customers face every day.
- Marketing copy (and yes, that includes its translations) aims at a reaction: it wants consumers to share content, visit a website, look for further info or come to an event. And to eventually swipe their credit cards.
But different markets mean different customs. Standing out and creating the effect you wish for might need different words in Germany than in the US. And that’s why marketing translations often need creative adaptations of the source text.
So, how far from the source text is a translator actually allowed to go? Read further to learn when and how a translator should stay away from the source text and feel absolutely confident about it.