Is Marketing Material Translation Necessary for International Expansion?
When expanding into a new international market, marketing material translation may not be high on your list of priorities. However, it is essential to ensure that your marketing materials are translated into the local language in order to engage with your audience and comply with legal regulations.
What is Marketing Material Translation?
Marketing material translation is the process of translating all of your marketing content into another language. This includes printed materials such as brochures, infographics, and billboards, as well as digital marketing assets such as your website.
Why is Marketing Material Translation Essential?

Unlike simple word-for-word translation, marketing translation requires careful thought and consideration. You need to be mindful of how your language choices will be perceived by a completely new audience with different cultural backgrounds.
Here are some of the reasons why marketing material translation is essential for international expansion:
- Engaging your audience: If your marketing materials are not translated into the local language, you will be excluding a large portion of your potential audience. A 2020 survey by Statista found that 40% of consumers would not bother purchasing from a company that advertises in a language other than their own. The statistic is from a survey of 8,709 consumers in 29 countries. The survey found that the majority of consumers (76%) prefer to purchase products with information in their own language. This suggests that businesses that do not translate their marketing materials into the local language are missing out on a significant portion of their potential market.
- It is important to note that this statistic is only a general guideline. The percentage of consumers who will not purchase from a company that advertises in a language other than their own may vary depending on the product or service being offered, the target market, and other factors. However, the statistic does provide a clear indication of the importance of translating marketing materials into the local language when expanding into new markets. Understanding cultural nuances: Marketing material translation also entails adapting your content to incorporate cultural nuances. This process, known as localization, ensures that all your marketing materials are tailored to meet the cultural expectations of the target market.
- In some cases, you may be legally required to translate certain items on your product packaging in accordance with EU regulations. For example:
- The EU Food Information Regulation: This mandates that food products include specific information on their packaging, such as the ingredients, nutritional value, and allergens. This information must be translated into the language(s) of the country where the product is being sold.
- EU Consumer Rights Directive: This directive requires businesses to provide consumers with certain information about their products and services, such as the price, terms of sale, and warranty information. This information must be translated into the language(s) of the country where the business is selling its products or services.
Using LangSouls for Your Marketing Material Translation
LangSouls is a professional translation agency that specializes in marketing material translation. Our team of translators is dedicated, knowledgeable, and has over 14 years of experience in localizing and translating marketing materials.
We understand that you want to save money on marketing material translation, but we believe that cutting corners is not advisable. Inefficiently translating your marketing materials could mean the difference between successful international expansion and a failed endeavor.
That’s why we offer a free quote for all marketing material translation projects. We’ll work with you to understand your specific needs and budget, and we’ll provide you with a quote that is fair and competitive.