In the language services sector, innovation and renewal are two key elements to ensure the success and continuity of any project. The industry’s adaptation to the fast and demanding production rates required today would not have been possible without the implementation of new technological developments in translation agency working dynamics. In fact, these developments have contributed to the production of high-quality localized products such as those that we currently offer thanks to all the resources that enable us to monitor several parameters in the end-to-end production chain. Moreover, in addition to this implementation of technological resources, the language sector has had to adapt to the needs of its customers and the areas to which they belong. This is due to the fact that an increasing number of new trade patterns are being established and, with them, there is an ongoing process of evolution in which we must always be aware of the changes that occur in an industry, the existing demand in the market and how we can create relevant connections between suppliers and consumers to foster prosperous, long-lasting and meaningful business relationships.
One of the sectors that has evolved the most is undoubtedly the marketing sector.This sector encompasses not only all types of advertising strategies to offer a number of products and services in an attractive manner to its potential customers, but also thoroughly studies all forms of effective communication, including how to appeal to the feelings and call people to action— both individually, collectively, and by population groups — and even how to adapt to their needs and meet their demands as consumers who are becoming more selective. In this regard, there is marketing that is more focused on generating interest among customers in terms of goods and services (market research, native language of the target consumers, cultural elements that create a sense of belonging, etc.), and there is marketing more oriented towards meeting the demands that consumers already have, since in an environment in which the market has so many competitors for the same product or service, consumers will opt for the one that best connects to their ideals, or the one that reflects these ideals and incorporates them organically into their brand image. This undeniable link between marketing professionals and consumers through communication makes it impossible to picture the success of this partnership without turning to language services.
Translation services in the marketing sector are becoming increasingly specific and are moving away from the conventions of other specialized areas, such as technical, scientific or legal translation. Marketing translators draw from the premise that the text to be localized has been carefully chosen to convey a specific message in a particular way and by meeting certain parameters. Therefore, to translate it, it is important to assess whether that same strategy (embodied in the word choice, register, overall tone of the message, metaphors, choice of a personal verbal form instead of an impersonal or imperative form, etc.) will work just as well in the target culture, and to do so, it will be necessary to decide between following a more faithful approach to the source or gradually moving away from it to be able to reproduce the intention more effectively. Thus, the marketing translator profile is closely related to the work of both content creators and marketingspecialists, since not all translator profiles manage to correctly move from a literal register to a more flexible one without compromising the transmission of the core message. As such, it is essential for professionals in this sector to constantly keep up to date with new trends in order to reproduce them with the best results in their localization work.
Image reference: https://www.forestalmaderero.com/articulos/item/que-es-y-como-hacer-marketing-ecologico.html
