The only way of measuring the success of a marketing translation is in context. ‘What context?’, you might be wondering. Well, the context of a company’s overall marketing goals (independently of the language).
Let’s start with some basics: a digital marketing strategy and a digital marketing campaign are not the same things. The former refers to the actions or steps a company undertakes to fulfil its overall marketing goal/s. On the other hand, the latter is, precisely, such overall marketing goal.
The first step in developing a digital marketing campaign is identifying this goal. On top of that, the company will need to establish the general mission of the campaign. This mission includes a single outcome (“improving brand awareness in the UK”, for example). Moreover, they need measurable goals that are realistic, relevant, and time-bound. For example, “increasing online sales in the UK by 30% before May 2021.”
KPIs for the Success of a Marketing Translation
This is where KPIs (Key Performance Indicators) come into play. As defined by Kilpfolio, a Key Performance Indicator is a measurable value that demonstrates how effectively a company is achieving key business objectives. KPIs measure value in all languages!
So… what’s the implication for translators? Well… a good marketing translator should be able to stay faithful to the business digital marketing strategy and campaign, and to yield the same measurable results and KPIs in the target language. This is how the company will determine if their localisation Return on Investment (ROI) is high enough for them to continue localising their content for other markets.
Questions Worth Asking
The responsibility of a marketing translator is quite big, as you can see. Are page views in the target language as high as in the source language? How fast is the customer base growing in the target market compared to the original market? What’s the conversion rate for the localised version of the website or app? How is social media engagement looking for social media posts in the target language? Marketing translators need to ask themselves all these questions.
Clients will be assessing all these KPIs and more, and expert marketing translators need to live up to clients’ expectations.