Marketing translation is set on fire these days due to its huge demand globally. To target a wider base of audience, most of the companies prefer to translate their marketing collaterals in their native language. But is not that easy, i.e. not everyone can translate the advertisements, brochures etc very authentically. Basically, the main purpose of translating the marketing materials is to convey the human emotions, message and the aura of the particular text. Specifically talking about the Russian marketing content from a linguistic point of view, it is a boundless sea of puns, metaphors, hyperboles, symbolism etc. Thus, Russian translation is definitely challenging in the marketing field.
Further, besides these specifications there are other factors as well that makes the translation challenging for marketing type content:
1. Terminology
Russia is one of the most advanced countries in science and technology. However for some industries, such as tourism or hospitality may be behind the times. Different terminologies are used in different sectors to conduct business. For instance, areas like hospitality industry use certain terms that the Russian-speaking market might not be aware of. Hence, to overcome such challenge, the responsibility is entirely dependent on a professional Russian language translation company with Russian language experts. To localize the documents and websites, such experts could easily research on the terms and implement the same for quality translations.
2. Quality and Regulation
Marketing Translation in Russia is not subject to special regulations. This is the reason that the translation industry in Russia works out their own quality standards. It thus becomes a time and skills consuming task requiring great team work. The client also participates, in order to produce appropriate translations as per the target culture. The Translation Team and the client create guidelines and glossaries required for marketing content translations.
3. Diversity in Translation
Lexically, the Russian language is very rich. Except prepositions and pronouns, almost every word has more than 10 direct synonyms. It is the result of rigorous research and study that the translation team finds a word that suitably conveys the original message correctly. Thus, the translation of marketing content in the Russian language is very challenging because of this linguistic diversity.
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4. Team for Translation
With the growth of Russian language marketing content, the demand for veteran Russian translators is also increasing. As already mentioned that the language is very rich in vocabulary and terminologies (as per industries), it becomes very difficult to locate an experienced team of translators who can easily translate the said language. Hence, it serves as a big challenge.
Conclusion
The Russian-speaking market is notably large in size. Hence, engaging them in their own language is mandatory for firms who desire to explore the niches and market segments of Russia. Also, they must get their documents or website localized in Russian for unlimited opportunities for their business.
[Must Read: 6 Reasons to Adopt French Translation to Boost Sales Globally ]
Global Translation Industry Blog | Zara Tucker 