{"id":743105,"date":"2021-01-22T10:40:25","date_gmt":"2021-01-22T10:40:25","guid":{"rendered":"https:\/\/optimational.com\/blog\/translation-errors-marketing-avoid\/"},"modified":"2025-01-28T16:49:30","modified_gmt":"2025-01-28T16:49:30","slug":"tolkevigade-turunduse-valdi","status":"publish","type":"post","link":"https:\/\/optimational.com\/et\/blog\/tolkevigade-turunduse-valdi\/","title":{"rendered":"T\u00f5lkevead turunduses: 3 praktilist n\u00f5uannet nende v\u00e4ltimiseks"},"content":{"rendered":"\n<h1 class=\"wp-block-heading has-text-align-center\">3 praktilist n\u00f5uannet turunduses t\u00f5lkevigade v\u00e4ltimiseks<\/h1>\n\n<figure class=\"wp-block-image aligncenter size-large\"><img fetchpriority=\"high\" decoding=\"async\" width=\"600\" height=\"400\" src=\"http:\/\/optimational.com\/wp-content\/uploads\/2021\/06\/How-to-Avoid-Translation-Errors-in-Marketing.jpg\" alt=\"kolm inimest, kes loevad t&#xF5;lkevigade kohta turunduses \" class=\"wp-image-13684\" srcset=\"https:\/\/optimational.com\/wp-content\/uploads\/2021\/06\/How-to-Avoid-Translation-Errors-in-Marketing.jpg 600w, https:\/\/optimational.com\/wp-content\/uploads\/2021\/06\/How-to-Avoid-Translation-Errors-in-Marketing-300x200.jpg 300w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><\/figure>\n\n<p>Kui r\u00e4\u00e4kida lokaliseerimise turundusstrateegiast, on ettev\u00f5tted sageli v\u00e4hendanud vajadust t\u00f6\u00f6tada v\u00e4lja hoolikad plaanid uuele turule sisenemiseks. \u00d5nneks m\u00f5istab enamik organisatsioone t\u00e4nap\u00e4eva \u00e4rimaastikul, et uuele turule sisenemine tekitab ainulaadseid v\u00e4ljakutseid. Ja t\u00f5lkevead v\u00f5ivad olla suureks puuduseks.<\/p>\n\n<p>See ainulaadne v\u00e4ljakutsete kogum t\u00e4hendab, et kui neid ei lahendata \u00f5igel viisil, saate tulemusi, mis pole kaugeltki rahuldavad. V\u00f5i, mis veelgi hullem, v\u00f5ib see panna teid k\u00fcsima: &quot;<em>Miks ma seda tegin?!&quot; &#8211; <\/em>ja j\u00e4tta teid ilma \u00fchest vastusest ja rohkem kui \u00fchest peavalust.<\/p>\n\n<p>Hea on see, et kogemus on suurep\u00e4rane \u00f5petaja. Ja see ei ole alati teie enda kogemus, mis loeb; m\u00f5nikord on see selleks, et n\u00e4ha, mida keegi teine tegi, et teada saada, kuhu oma kurssi seada v\u00f5i sellelt laevalt t\u00e4ielikult lahkuda.<\/p>\n\n<p>Seet\u00f5ttu anal\u00fc\u00fcsime selles artiklis p\u00f5hialuseid, et \u00f5ppida, kuidas suhelda uute vaatajaskondadega, ja l\u00e4bime kasulike n\u00e4pun\u00e4idete loendi, et tagada teie <a href=\"https:\/\/www.indeed.com\/career-advice\/career-development\/marketing-copy\" target=\"_blank\" rel=\"noreferrer noopener\">turundusteksti edu.<\/a> Lisaks vaatame l\u00e4bi m\u00f5ned n\u00e4ited. Kas olete valmis minema?<\/p>\n\n<h2 class=\"wp-block-heading\">Tundke esmalt oma kaubam\u00e4rki, et hiljem publikuga paremini suhelda<\/h2>\n\n<p>Enne kui sukeldume \u00fclepeakaela t\u00f5lkevigade v\u00e4ltimise n\u00e4pun\u00e4idetesse, m\u00f5elgem j\u00e4rgmise v\u00e4ite \u00fcle. Teistega suhtlemiseks peate k\u00f5igepealt teadma oma iseloomujooni!<\/p>\n\n<p>Meie elus kasvatab meid sideme loomine m\u00f5ttekaaslastega, kellel on midagi v\u00e4\u00e4rtuslikku jagada v\u00f5i \u00fchiseid huvisid. Kuid nende inimeste leidmiseks peame k\u00f5igepealt iseennast veidi tundma. Mida me naudime, mida me mitte, meie motivatsioonid, mida me teeme ja miks jne. Vastused neile k\u00fcsimustele, mis toimuvad \u00fcldiselt alateadlikult, viivad meid inimesteni, kellega saame h\u00e4sti sobida.<\/p>\n\n<p>Ja sama kehtib ka teie \u00e4riettepaneku kohta. Sa ei taha kellegagi suhelda, justkui viskaksid s\u00f5brakutseid \u00f5hku. <strong>Mida soovite, on suhelda \u00f5igete inimestega \u00f5igel ajal<\/strong>.<\/p>\n\n<p>Seet\u00f5ttu on oluline m\u00f5ista neid nelja peamist aspekti:<\/p>\n\n<ul class=\"wp-block-list\">\n<li><strong>Kes te olete<\/strong>? Ettev\u00f5tte identiteedi t\u00f5hus tuvastamine ja edastamine on esimene samm oma vaatajaskonnaga s\u00fcgavamal tasemel \u00fchenduse loomisel.<\/li>\n\n\n\n<li><strong>Mida teete<\/strong>? Oma toodete, teenuste ja pakkumisettepaneku selge edastamine aitab teie vaatajaskonnal m\u00f5ista teie pakutavaid eeliseid.<\/li>\n\n\n\n<li><strong>Millal ja kus te seda<\/strong> teete? Konkreetse konteksti m\u00f5istmine, milles te tegutsete, sealhulgas ajastus ja asukoht, v\u00f5imaldab teil oma turundustegevust vastavalt kohandada.<\/li>\n\n\n\n<li><strong>Miks te seda<\/strong> teete: oma br\u00e4ndi missiooni, v\u00e4\u00e4rtuste ja eesm\u00e4rgi jagamine oma tegevuse taga lisab autentsust ja <a href=\"https:\/\/optimational.com\/et\/blog\/luua-klientidega-suhteid\/\" target=\"_blank\" rel=\"noreferrer noopener\">suurendab usaldust oma vaatajaskonnaga<\/a>.<\/li>\n<\/ul>\n\n<p>Kui olete nendest elementidest kindlalt aru saanud, v\u00f5ite alustada lokaliseerimise turundusstrateegia kavandamist. Kuid kuidas saate lokaliseerida, et suurendada konversioonide arvu ja suurendada m\u00fc\u00fcki kogu maailmas, tagades samal ajal, et t\u00f5lkevigu ei tekiks h\u00e4daldamiseks? J\u00e4tkake kerimist.<\/p>\n\n<h2 class=\"wp-block-heading\">Kuidas v\u00e4ltida turunduse t\u00f5lkevigu<\/h2>\n\n<p>Kui kohandate oma suhtlust konkreetse kultuuri, keelestiili ja eelistustega sobivaks, on lihtne m\u00f5ista, miks teie v\u00f5imalused publikuga korralikult suhelda kasvavad. Kuid paljud kulukad turunduslikud t\u00f5lkevead on meile \u00f5petanud, et sisu mitte lokaliseerimine pole m\u00f5istlik.\u00a0<\/p>\n\n<h3 class=\"wp-block-heading\">#1 Tehke turu-uuringuid<\/h3>\n\n<p>Digitaalse turunduse <a href=\"http:\/\/optimational.com\/services\/translation-and-localisation\/\" target=\"_blank\" rel=\"noreferrer noopener\">t\u00f5lke<\/a> puhul ei saa t\u00f5lgitud turunduskampaaniaid lihtsalt kopeerida ja kleepida. Peate<strong> oma uue sihtturu, keele ja tavade<\/strong> kohta p\u00f5hjalikult uurima. Kui te seda ei tee, v\u00f5ib teie edastatav s\u00f5num muutuda ebaj\u00e4rjekindlaks v\u00f5i, nagu KFC kuulsaks sai, t\u00e4iesti sobimatuks. \u00dcks suurimaid turunduse t\u00f5lkevigu t\u00e4hendas, et KFC loosung &quot;Finger-lickin&#8217; good&quot; t\u00f5lgiti mandariini keeles kui &quot;Sa s\u00f6\u00f6d oma s\u00f5rmed \u00e4ra&quot;. Kuigi see v\u00f5ib tagantj\u00e4rele tunduda naljakas, ei t\u00f5sta see kindlasti ettev\u00f5tte usaldusv\u00e4\u00e4rsust (v\u00f5i m\u00fc\u00fcgiv\u00f5imalusi) uue kliendibaasi sihtimisel. <\/p>\n\n<p><strong>Lokaliseerimise turundusstrateegia h\u00f5lmab enamat kui lihtsalt \u00f5ige s\u00f5numi<\/strong> edastamist. M\u00f5nikord v\u00f5ib see t\u00e4hendada turustuskanali t\u00e4ielikku muutmist. N\u00e4iteks v\u00f5ite oma sisu reklaamimiseks kasutada Facebooki. Kuid te ei kasutaks seda Hiina turu sihtimisel \u2013 Facebook on enamikus riigis keelatud. Selle asemel on <a href=\"https:\/\/www.wechat.com\/en\/\" target=\"_blank\" rel=\"noreferrer noopener\">WeChat<\/a> parim valik publikuga suhtlemiseks. <\/p>\n\n<p>Isegi kui otsustate sihtida inglise keelt k\u00f5nelevaid riike, nagu USA ja \u00dchendkuningriik, m\u00e4ngib lokaliseerimine tohutut rolli. Sellised asjad nagu teatud s\u00f5nade \u00f5igekiri, m\u00f5\u00f5tmiss\u00fcsteem ja kuup\u00e4eva vorming (PP\/KK\/AAAA v\u00f5i KK\/PP\/AAAA) muutuvad \u00fchest riigist teise.\u00a0<\/p>\n\n<p><strong>#Optimaalne n\u00e4pun\u00e4ide:<\/strong> lokaliseerimise turundusstrateegia v\u00e4ljat\u00f6\u00f6tamisel veenduge, et s\u00f5num, mida proovite edastada, ja kanal, mida kasutate, \u00fchtivad sihtr\u00fchmaga. Ja kui kahtlete, uurige!<\/p>\n\n<h3 class=\"wp-block-heading\">#2 Lokaliseerige, mitte ainult t\u00f5lkige<\/h3>\n\n<p><a href=\"https:\/\/optimational.com\/et\/blog\/lokaliseerimise-ja-tolke-erinevused\/\" target=\"_blank\" rel=\"noreferrer noopener\">Lokaliseerimine on palju enamat kui t\u00f5lkimine<\/a>. Uue turu<em><strong> sihtimisel tehke <\/strong><\/em><strong>koost\u00f6\u00f6d turunduse t\u00f5lkeb\u00fcroo v\u00f5i lokaliseerimisekspertidega, kes tunnevad teie sihtr\u00fchma keelt, kultuuri ja k\u00e4itumist<\/strong>. See v\u00f5ib m\u00e4ngu muuta. Oluline on teha koost\u00f6\u00f6d kohalike ekspertidega, sest nad teavad, kuidas teie publikut k\u00f5netada.<\/p>\n\n<p><a href=\"http:\/\/optimational.com\/blog\/how-good-is-machine-translation-global-expansion\/\" target=\"_blank\" rel=\"noreferrer noopener\">Te ei tohiks loota ainult masint\u00f5lkele<\/a>, eriti turundussisu puhul. Seda seet\u00f5ttu, et turundussisul on sageli v\u00e4ga konkreetsed eesm\u00e4rgid ja kasutatakse retoorilisi vahendeid, n\u00e4iteks idioome. Neid idiomaatilisi fraase v\u00f5ib olla v\u00e4ga raske t\u00f5lkida ja s\u00f5na-s\u00f5nalt t\u00f5lgituna pole neil m\u00f5tet. N\u00e4iteks inglise keeles kasutatakse s\u00f5na<em> &quot;leib ja v\u00f5i&quot; viitamaks kellegi p\u00f5hielule (&quot;Nii teenib ta leiba ja v\u00f5id&quot;.)<\/em> Kuid hispaania keeles metafoori \u2013 sellisena<strong> \u2013 <\/strong>ei eksisteeri. <\/p>\n\n<p>Lisaks v\u00f5ib toon olla ka keeruline, kuna teatud kultuurid reageerivad konkreetsele k\u00f5neviisile paremini kui teised. N\u00e4iteks v\u00f5idakse sama s\u00f5numit edastada USA jaoks agressiivsema m\u00fc\u00fcgitooniga kui Euroopa jaoks. Isegi kui soovitud tulemus on sama.\u00a0<\/p>\n\n<p>Kui t\u00f6\u00f6tate koos <a href=\"http:\/\/optimational.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">turundusliku t\u00f5lkeb\u00fcrooga, <\/a>\u00e4rge jagage ainult l\u00e4hteteksti. Andke neile teada s\u00f5num, mida proovite edastada, oma eesm\u00e4rgid, ideed ja uurimistulemused. Jagades neid m\u00f5isteid oma keelepartneriga, parandate nende v\u00f5imet need t\u00f5husalt sihtkeeleks uuesti luua viisil, mis on loogiline nii keeleliselt kui ka kultuuriliselt.<\/p>\n\n<p><strong>#Optimatiivne n\u00e4pun\u00e4ide<\/strong>. K\u00f5ik see ei t\u00e4henda, et masint\u00f5lge pole kasulik. <a href=\"http:\/\/optimational.com\/blog\/benefits-mtpe-machine-translation-post-editing\/\" target=\"_blank\" rel=\"noreferrer noopener\">Professionaalse MTPE-ga<\/a> kombineerituna v\u00f5ib see olla hea l\u00e4htepunkt, eriti muud t\u00fc\u00fcpi sisu puhul.<\/p>\n\n<h3 class=\"wp-block-heading\">#3 Pidage meeles, kellega te r\u00e4\u00e4gite: keskenduge kultuuriteadlikkusele<\/h3>\n\n<p>Turundate inimestele ja inimesed m\u00f5istavad emotsioone. T\u00f6\u00f6tage koos oma meeskonnaga <strong>v\u00e4lja kampaaniad, mis puudutavad teie tarbijate<\/strong> s\u00fcdant. Selleks peaksite m\u00f5istma turgu, mida te kasutate. Lisaks <strong>anal\u00fc\u00fcsige, mis sunnib teie tarbijaid midagi <\/strong>tegema ja kuidas nad nendest k\u00e4ivitajatest r\u00e4\u00e4givad. Samuti on selle juhtumise v\u00e4ltimiseks oluline m\u00f5ista, mis v\u00f5ib negatiivseid emotsioone esile kutsuda \u2013 mis v\u00f5ib teie m\u00fc\u00fcki kahjustada. See t\u00e4hendab kohalike tundlikkuse m\u00f5istmist ja m\u00f5istmist, millised probleemid v\u00f5ivad olla konkreetses piirkonnas v\u00f5i konkreetse vaatajaskonna jaoks eriti delikaatsed. <\/p>\n\n<p><a href=\"https:\/\/www.nbcnews.com\/news\/nbcblk\/pepsi-ad-kendall-jenner-echoes-black-lives-matter-sparks-anger-n742811\" target=\"_blank\" rel=\"noreferrer noopener\">Pepsi vastuoluline reklaam<\/a> Kendall Jenneriga oli selge n\u00e4ide sellest, kuidas kultuuriteadlikkuse puudumine v\u00f5ib tuua br\u00e4ndile tohutult vastureaktsiooni. P\u00f5him\u00f5tteliselt lendab iga turunduskampaania, mis ei ole konkreetsete kultuurik\u00fcsimuste suhtes tundlik, lakkamatult hukatusse. <\/p>\n\n<p>See on kultuuri\u00fclevaate<strong> <\/strong>tegemisel v\u00f5tmet\u00e4htsusega. See, mis m\u00e4rgib sisu, mida v\u00f5idakse t\u00f5lgendada solvavana, ja kohandab kujutisi v\u00f5i kujunduselemente. See v\u00f5ib olla see, mis p\u00e4\u00e4stab br\u00e4ndi oma kliendibaasi solvamast.<\/p>\n\n<h2 class=\"wp-block-heading\">Kokkuv\u00f5te: t\u00f5lkevigade v\u00e4ltimine on v\u00e4ljakutse<\/h2>\n\n<p>Meie globaalses maailmas toimub \u00e4ri kiiresti ja isegi multikultuursetel meeskondadel ei pruugi olla n\u00fcansirikast arusaama kultuurilistest \u00e4pardustest. Me k\u00f5ik teame, et kultuuridevaheline suhtlus ei ole lihtne ja keelebarj\u00e4\u00e4ride lisamine muudab k\u00f5ik veelgi keerulisemaks. Harris Interactive&#8217;i <a href=\"https:\/\/www.i-scoop.eu\/how-distasteful-ads-and-spokespersons-can-damage-your-brand\/\" target=\"_blank\" rel=\"noreferrer noopener\">k\u00fcsitlus<\/a> n\u00e4itas aga, et 35% tarbijatest ei osta solvava reklaami avaldavalt ettev\u00f5ttelt. Sama \u00fcleilmastumine, mis v\u00f5imaldab ettev\u00f5tetel p\u00e4\u00e4seda juurde uutele turgudele, v\u00f5imaldab tarbijatel h\u00f5lpsasti ostukohta muuta. L\u00fchidalt \u00f6eldes v\u00f5ib turunduskampaania mitte lokaliseerimine s\u00e4\u00e4sta teie raha, kuid kaotada ka kliente.<\/p>\n\n<p>Kui vajate lokaliseerimise turundusstrateegiaga abi, <a href=\"http:\/\/optimational.com\/contact\/\">v\u00f5tke meiega <\/a>\u00fchendust. Uurime, kuidas meie lahendused aitavad teie ettev\u00f5ttel kasvada.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>T\u00f5lkevead turunduses tulevad tavaliselt p\u00e4evavalgele. \u00d5nneks on v\u00f5imalus neid v\u00e4ltida. Siit leiate kiireid, kuid olulisi n\u00e4pun\u00e4iteid.<\/p>\n","protected":false},"author":3,"featured_media":743106,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[397],"tags":[],"class_list":["post-743105","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-translation-localisation"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>T\u00f5lkevead turunduses: 3 praktilist n\u00f5uannet nende v\u00e4ltimiseks<\/title>\n<meta name=\"description\" content=\"T\u00f5lkevead turunduses tulevad tavaliselt p\u00e4evavalgele. \u00d5nneks on v\u00f5imalus neid v\u00e4ltida. 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