International Marketing: Translation isn't enough

I had the chance to chat via email with Chanin Ballance, President & CEO of viaLanguage, an online translation services company, about international marketing and language issues. The biggest issue, even in today's small world, is properly translating ad copy from one language and culture to another.

Ms. Ballance said, "An IDC report forecasted that by the end of the year over 1 billion people will have access to the Web. We know that non-English speaking consumers drive nearly 70% of the world's economy. So, it makes sense that companies are leveraging the power of the Web to present themselves and their products [to new consumers]. [Language tools] are great but they can't account for cultural differences and language nuances."

Ms. Ballance went on to say the using social platforms, video clips, tweets and other tools, companies must adapt not only to the language differences but to cultural differences. For instance, the 1970's flop of the Nova - when auto manufacturer's tried to sell the Nova in Spanish-speaking Mexico it flopped. Because no one took into account that, translated, Nova means 'no go'.

In the short-term, she suggests that campaigns be created country-by-country, with both language and cultural differences taken into account. Small businesses may balk at the extra work and cost involved, but the rewards, according to Ms. Ballance, are worth it.

"Each country does deserve customization. However, there are smart things you can do to be reusable such as internationalizing your copy. Once you've gotten the labor-intensive translation and localization done and proofed, you should take that content and design all your documents, campaigns and products to easily adapt to the various languages and regional markets -- and here's the key -- without the need for major engineering on your Web sites. That's "internationalization," and it's a process that pays for itself in as many languages as you support," said Ballance.

Ms. Ballance suggests starting into the international marketplace slowly. Choosing specific countries or regions first to establish brand. Then branching out into other international locales.

"Communication challenges frequently occur when businesses begin to market across cultures. One key step that is often overlooked or short-cutted, is localization. No matter what vehicle you use, multicultural marketing is more than just translating an advertisement, website or even a blog or twitter posting. Businesses need to actually embrace the nuance of a culture and culturally adapt their messages and brand," said Ms. Ballance.

We will have more of my chat with Chanin Ballance tomorrow when we cover transcreation and more options for international marketers.

Tags: advertising translation, international marketing, online advertising, translation, viaLanguage