In our interconnected world, English serves as a bridge for communication across many nations. However, the subtleties of local English variants are often overlooked in marketing, which can hinder campaign success. ALO Digital Marketing excels in leveraging these local nuances to craft effective marketing strategies, especially for businesses aiming to penetrate the Canadian and US markets.

So many companies leap at the chance to take their business across borders with excitement, unaware of the fact that they’re about to join the infamous rank of international marketing fails. They think they’re taking along plenty of hard-earned know-how from home. But sometimes this all pales in comparison to a few little mix-ups when it comes to language. Borders might be disappearing, but cultural and language barriers still stand strong. If you’re thinking, “How hard could it be to translate a few simple words?”, let the examples in this article do the talking… so to speak.

Translation traps are everywhere, be it a badly translated slogan, a company name, or a cultural hiccup. Conquering new markets is about the right marketing, and marketing means translating ideas, not words. Let’s take a closer look at why targeting local variants of English is crucial for success in advertising and marketing.

The Global Reach of English

English is spoken all over the world. Aside from the well-known native English-speaking countries such as the UK, Australia, the US, and Canada, it is spoken in the Caribbean (e.g., Bahamas and Barbados), and is commonly used in many other countries around the world like India, South Africa, Singapore, and Malaysia.

English is a large and rich language. The Oxford English Dictionary contains 600,000 words, past and present, from across the English-speaking world, while there are 135,000 entries in the French dictionary, Larousse. The range and scope of English should be taken into account when creating local content.

Why Understanding Local English Variants Matters

While English is widely spoken, its regional variations can significantly impact marketing outcomes. Differences in slang, spelling, pronunciation, and cultural references can make or break a campaign. Ignoring these can lead to misunderstandings and reduced engagement.

1. Boosting Local Search Demand

Why is it so important to target the correct English variant? In SEO, there are several reasons to consider. One of the most important is the variations in search demand for certain local terms. An obvious example is the word "pants" versus "trousers." Aside from the difference in meaning in different English-speaking countries, search volumes differ significantly among markets. Forgetting to target local variations means missing out on highly relevant traffic in the local market.

A less obvious example in the Irish market is the word "runners" instead of "trainers." When looking at one of our major client’s performance in this market, the potential is undeniable. The aggregated search volume for "adidas runners" related keywords is 52,620 versus 71,780 for "adidas trainers." Including the term "runners" in Irish English content will increase the number of keywords the site would rank for and with it the number of impressions, clicks, and subsequent traffic to the site.

NOTE:  Search Volume (SV) refers to the number of times a specific keyword is searched for within a given timeframe, usually monthly. 

Overlooking this local preference means missing significant search traffic. ALO Digital Marketing helps businesses identify and incorporate these local terms into their content strategies for maximum reach and engagement.

2. Cultural Relevance

Cultural differences among English-speaking countries should play a defining role in determining your English-language SEO content strategy. Different markets will require different strategies, so simply publishing the same content across multiple markets will not always be enough to drive traffic.

Sports-related content, for instance, should cater to the specific interests of each market. Understanding these nuances allows businesses to create content that resonates deeply with their audience.

Each market has its own popular sports, and creating content tailored to specific markets, can drive relevant, local traffic. In the US, content related to American Football (SV 1,220,000) will be of interest to many, while in the UK (American Football SV 27,100) interest is minimal. Similarly, content related to rugby (US SV 110,000) will generate much more interest in the UK (UK SV 201,000).

3. Strategic SEO Content

To create successful content, solid background, competitor, and keyword research is essential to understand local search demand, determine cultural interests, and build a targeted SEO strategy.

An effective international SEO strategy goes beyond translating content; it requires understanding local search demand, cultural interests, and competitive landscapes. At ALO Digital Marketing, we conduct thorough keyword research, analyze local competitors, and develop tailored content strategies to meet the specific needs and preferences of each market.

Beyond linguistic and cultural adaptations, technical SEO is vital for international success. Implementing hreflang tags ensures users see the correct content based on their language and location. Choosing the right domain setup (e.g., ccTLDs, subdirectories, or subdomains) is also crucial for optimizing international reach.

The Risks of Poor Translation: Notable Examples

Expanding internationally offers exciting opportunities for companies, but it also comes with significant risks. One major pitfall is the potential for translation errors, which can lead to embarrassing and costly blunders. Here are some infamous examples that highlight the importance of cultural and linguistic accuracy in marketing.

Coors’ Slang Misstep

Coors, a popular beer brand, launched its “Turn It Loose” campaign in the Spanish market. Unfortunately, the slogan translated to an expression commonly interpreted as “Suffer from diarrhea.” This not only undermined the campaign's message but also caused significant damage to the brand's reputation in Spanish-speaking countries.

Parker Pen’s Embarrassment

Parker Pen's marketing slogan, “It won’t leak in your pocket and embarrass you,” was intended to reassure customers about the quality of their pens. However, when translated into Spanish, it became “It won’t leak in your pocket and make you pregnant.” This awkward translation error turned a simple message about product reliability into a laughable mistake.

Frank Perdue’s Awkward Translation

Frank Perdue, an American businessman known for his chicken company, faced a major translation blunder with his slogan, “It takes a tough man to make a tender chicken.” In Spanish, this translated to “It takes a sexually stimulated man to make a chicken affectionate.” This unfortunate mistake made the campaign memorable for all the wrong reasons.

Pepsi’s Literal Translation in China

Pepsi’s slogan “Pepsi Brings you Back to Life” was intended to convey energy and refreshment. However, in China, it was interpreted as “Pepsi Brings Your Ancestors Back from the Grave.” This literal translation caused confusion and did not resonate well with Chinese consumers.

Mercedes Benz’s Initial Name in China

When Mercedes Benz entered the Chinese market, they initially used the name “Bensi,” which translates to “Rush to die.” Realizing the negative connotation, they quickly rebranded to “Benchi,” meaning “run quickly as if flying,” which better conveyed the desired brand image.

HSBC’s Expensive Error

HSBC Bank’s slogan “Assume nothing” was translated into various languages as “Do nothing.” This misinterpretation caused significant confusion and negatively impacted the bank's image. The error was so costly that HSBC had to spend $10 million to rectify it by rebranding their global private banking operations.

Paxam’s Soap Mislabeling

The Iranian company Paxam faced a humorous yet embarrassing translation issue when their laundry soap was labeled as “barf” due to a mistranslation. While “barf” means snow in Persian, in English it has a very different, unappealing meaning, which led to ridicule and a poor reception in English-speaking markets.

These examples underscore the critical importance of cultural and linguistic accuracy in international marketing. Missteps in translation can lead to misunderstandings, brand damage, and substantial financial costs. At ALO Digital Marketing, we ensure that your marketing messages are accurately translated and culturally relevant, helping you avoid these pitfalls and succeed in new markets.

In Conclusion

In digital marketing, a one-size-fits-all approach is ineffective. Understanding and utilizing the nuances of local English variants enable businesses to create targeted, successful marketing campaigns. ALO Digital Marketing specializes in navigating these complexities, helping businesses thrive in international markets with strategic, localized content.

About ALO Digital Marketing

ALO Digital Marketing (ALOdigitalmarketing.com) is a digital marketing agency focusing on international advertising and marketing strategies. With expertise in local English variants and cultural sensitivity, we help businesses expand their reach and achieve their marketing goals in Canada, the US, and beyond. Contact us today to learn how we can help you leverage local language variants for your next marketing campaign.