Why should marketers care about translation?
As a marketing professional, you spend hours, if not months, developing marketing campaigns and messages. It costs a LOT of money, involving pricey ad agencies and brand consultants.
Your marketing campaign was a roaring success in the UK. You’ve got lots of new
customers; socials are buzzing with talk about your brand; your press coverage is off the scale; sales have rocketed.
But you launched the same campaign in your international target markets, and it fell flat on its face. A journalist said your translations didn’t make sense; you offended your target market because you didn’t consider their culture, and you’re the laughing stock of the trade press.
Why did your campaign fail? You didn’t use a professional translation service.