Localise content succsessfully - Pineta Multilingual Marketing

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Language and culture: two sides of the same coin

The inseparable binomial of language and culture underlies the understanding of a foreign language since knowledge of the culture associated with that of the language allows for misunderstanding-free communication and the breaking down of language barriers. Globalization has led many companies to enter the international marketplace, confronting them with the need to offer their products and services to targets of different languages and cultures. In this context, it is clear that the simple literal transposition of any text or speech from a source language to a target language cannot meet the needs of companies operating internationally. However, the role of cross-cultural communication in marketing is still underestimated today. People often prefer to use automated translation systems instead of looking for a specialized translator when in fact skills and professional experience cannot be easily replaced.

A language is not a mere set of words

Beyond grammar and vocabulary, a language is characterized by nuances; to fail to capture them would be to evade the essence of the message we wish to convey. Especially in the field of international marketing, it is not possible to think of reaching target groups in the foreign market without a solid communication strategy. It is not enough to translate but it is essential to resort to the adaptation of content keeping in mind the type of audience we are referring to. Pineta has always considered these important aspects, making them an integral part of its work. Through localisation and transcreation of source texts we manage to provide adequate synchronization of content while keeping its meaning and purpose intact.

Localisation and Transcreation

Each country has its own marketing culture, that has a strong impact on the value of products and services offered. A very common example is the difference between Italy and northern european countries in the field of food and beverages. For example, if Italian wine producers decide to market and export their products, the content of their website must be adapted to important different aspects: In Northern European countries, the appreciation and, as a result, the import variety of Italian food and beverages has steadily increased over the last few years. An essential role thereby plays particularly quality, taste and summer vacation emotions of the target group. In this context, it is recommended for the corresponding marketing to emphasize the origin of wine in connection with a short but striking narrative, which makes the reader curious about the product by awakening the longing for the sunny and warm mediterranean south. However, among the Italian-speaking target group, emphasis must obviously be placed on completely different product features and aspects in order to capture the reader's interest and attention. The differences between the target groups and their needs mean that a simple translation is often not enough to communicate, at which point the professional skills of the translator become essential to ensure effective and unambiguous content synchronization.

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Split Screen Parallax

Split Screen Parallax

Language and culture: two sides of the same coin

The inseparable binomial of language and culture underlies the understanding of a foreign language since knowledge of the culture associated with that of the language allows for misunderstanding-free communication and the breaking down of language barriers. Globalization has led many companies to enter the international marketplace, confronting them with the need to offer their products and services to targets of different languages and cultures. In this context, it is clear that the simple literal transposition of any text or speech from a source language to a target language cannot meet the needs of companies operating internationally. However, the role of cross-cultural communication in marketing is still underestimated today. People often prefer to use automated translation systems instead of looking for a specialized translator when in fact skills and professional experience cannot be easily replaced.

A language is not a mere set of words

Beyond grammar and vocabulary, a language is characterized by nuances; to fail to capture them would be to evade the essence of the message we wish to convey. Especially in the field of international marketing, it is not possible to think of reaching target groups in the foreign market without a solid communication strategy. It is not enough to translate but it is essential to resort to the adaptation of content keeping in mind the type of audience we are referring to. Pineta has always considered these important aspects, making them an integral part of its work. Through localisation and transcreation of source texts we manage to provide adequate synchronization of content while keeping its meaning and purpose intact.

Localisation and Transcreation

Each country has its own marketing culture, that has a strong impact on the value of products and services offered. A very common example is the difference between Italy and northern european countries in the field of food and beverages. For example, if Italian wine producers decide to market and export their products, the content of their website must be adapted to important different aspects: In Northern European countries, the appreciation and, as a result, the import variety of Italian food and beverages has steadily increased over the last few years. An essential role thereby plays particularly quality, taste and summer vacation emotions of the target group. In this context, it is recommended for the corresponding marketing to emphasize the origin of wine in connection with a short but striking narrative, which makes the reader curious about the product by awakening the longing for the sunny and warm mediterranean south. However, among the Italian-speaking target group, emphasis must obviously be placed on completely different product features and aspects in order to capture the reader's interest and attention. The differences between the target groups and their needs mean that a simple translation is often not enough to communicate, at which point the professional skills of the translator become essential to ensure effective and unambiguous content synchronization.

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M M X X I I Pineta Roma