Language in marketing communication

Excerpt from an interview published in the Marketing magazine Strategie.

In today’s globalized world, there is a need translate ad texts into consumer language? Isn’t it enough to keep the texts in English, which is understood by an increasing number of customers? Jakub Absolon, co-owner of the translation company, also says that.

In customer care, they use AI-based translation technologies that enable operational multilingual communication. Is this direction also suitable for communication strategies of ordinary business companies?

Editor: Have you been in translation since the beginning of your career – how would you characterize Slovak as a language – especially when accepting new marketing terms? Is it flexible enough?

It’s similar to terms in marketing than it is to other industries. If you operate in an international company, it is easier for you to use English terminology. It’s convenient and you avoid misunderstandings. Slovak even allows phonetic transcription … let’s say e.g. English word “cloud”, we can translate as “klaud”. However, we should not hide our own convenience behind the so-called imperfection of Slovak! It is a modern language that contains enough resources and solutions to handle any translation. It is important to first investigate whether the term no longer has an equivalent. Beware, literal translation is not the only way! There is no need to be afraid of original novelties in marketing either. Of course, only time will tell if they will eventually take over.

Editor: You organize training on language, translation and localization. Who is it for and what are its goals?

Our “Language and Marketing” webinar will try to answer its participants

  • How does text and its translation affect consumer decisions?
  • How to approach ad text translation or slogan?
  • What is dynamic risk management in translation?
  • How and where to make the best use of machine translation?
  • How is PPC and SEO translated?
  • What is cultural-linguistic analysis of the brand and why is it needed?

The training is intended for marketers who perform translations internally or outsource them to external translators or agencies. We will offer a view from the other side so that participants understand where problems may be hiding, from the perspective of the customer, the translator or the legislation. The second area we will talk about is sales in e-shops. We will try to find an answer to the question of what and how to translate, where it is possible to use machine translation and how to achieve its maximum possible quality, and where it is necessary to use professional translators. We call this dynamic translation quality management. It is no longer the case that we treat every text in the same way. This part is probably of particular interest to operators of e-shops and multilingual portals. We will also talk about the possibilities of calculating the return on investment in product localization. Simply put, the aim of the seminar is to teach participants not only how to save on translation, but also how to make full use of its potential and increase profits. See for details on ad text translation and product localization.