Marketing Translation
Translate campaign copy, product pages, email, and brand material with tone and preferred wording attached to the job.
Why the subject matters
What changes in this kind of work
Marketing copy rarely benefits from a word-for-word rendering. Tone settings can give the first draft the right direction, while glossaries supply product names and approved brand terms. A local reviewer should still decide whether the copy sounds right for the audience.
Marketing text is written to make a reader do or feel something: click, sign up, trust a brand. A translation can carry every word across and still lose that effect. A pun that works in English may mean nothing in German, and a friendly tone that suits a Spanish campaign may sound too familiar elsewhere. This is why marketing work is often called transcreation, and why the final wording is decided by a copywriter or a local marketer, not by the software.
DeepReference gives that person a solid first draft. The AI model translates on DeepReference's own servers in the EU, in the tone you choose for the job: Standard or one of nine others, such as persuasive, casual or concise. Your glossary supplies product names, slogans and approved brand wording with each sentence that contains them, and the quality checks flag a segment where a required term is missing or a forbidden variant appears. The tone sets a direction. It does not rewrite a joke, choose an image or know your market.
The tool helps most with the repeated, structured part of marketing work: the same product name across forty pages, a disclaimer in every email, a campaign that is updated each quarter. Translation memory (Translator Pro) reuses approved sentences that have not changed, and revision comparison shows which parts of a revised DOCX are new, so only those need fresh work.
How it works
A project from upload to delivery
- 1
Set up the brand glossary
Add product names, feature names, slogans and brand terms, each with its approved target wording. A name that stays in English is entered with itself as the target. Wording the brand avoids can be listed as a forbidden variant, so the check flags it. Existing lists can be imported from CSV, XLSX, TMX or TBX.
How to do it, step by step: 2.4 Add terms
- 2
Choose the tone and upload
Pick the tone the brief asks for, for example persuasive for a landing page or concise for ad copy. Upload a DOCX, PPTX, XLSX or PDF, or paste shorter texts such as social posts. Files come back in the same format, with headings, tables and slide layout kept.
How to do it, step by step: 5. Text translation, tones and glossary · 6. Document translation
- 3
Read the draft in the segment editor
Source and target sit side by side, with glossary hits, translation memory matches and quality flags on each segment. The number and length flags point to prices and offer dates that differ from the source, and to headlines that grew much longer in translation.
How to do it, step by step: 7. Translation Editor
- 4
Adapt what needs adapting
The copywriter rewrites headlines, wordplay and calls to action for the market. Each segment keeps a version history, so earlier wording is not lost. On Business, team reviewers can comment on a shared project.
How to do it, step by step: 7.3 Project tools
- 5
Approve and reuse
Approve segment by segment or with Approve all. On Translator Pro, approved segments are stored in translation memory, so the next email or the next season's catalogue reuses the exact sentences that were already signed off.
How to do it, step by step: 7.1 Edit and approve
Document types
What we translate
- Campaign copy and slogansA slogan usually needs a new idea in the target language; the draft shows the meaning, and the copywriter writes the line.
- Product pagesSpecifications, prices and feature names must match the source exactly, while the descriptive text can move further from it.
- Landing pagesHeadline, benefit list and call to action have to work together, and the translated button text still has to fit its space.
- Email campaignsSubject lines are short and often cut off in the inbox, so their length is checked by hand as well as by the length flag.
- Social media postsPasted as text; whether hashtags, handles and emoji are kept, translated or replaced is a decision for a person.
- Presentations and sales decksThe PPTX layout is kept, but slide text often expands in translation, so a reviewer checks for text that overflows its box.
- Product catalogues in XLSXText cells are translated and Excel formulas are kept; character limits set by a shop or marketplace still need checking.
- Press releasesQuotes, names, dates and figures must stay exactly as approved, and the company boilerplate is a good candidate for translation memory.
- Brand guidelinesWorth translating first: the approved terms and tone-of-voice rules they contain belong in the glossary before campaign work starts.
How to do it, step by step: 6. Document translation
Quality controls
Checks available during review
Domain terminology
A domain glossary or termbase can be applied to keep preferred vocabulary consistent during review.
How to do it, step by step: 3. Terminology extraction
Format and structure checks
Document structure, numbering, tables, and section conventions remain visible for reviewer checks.
How to do it, step by step: 8. Document Editor
Translation memory
Approved translations can be reused when the same or similar text appears again.
How to do it, step by step: 4. Translation memory
Review records
Reviewer actions, translation settings, and approval timestamps are kept where the workflow supports them.
How to do it, step by step: 7.3 Project tools
Glossary filtering
Only glossary terms found in the current text are sent with the translation request.
How to do it, step by step: 2.15 Use a glossary correctly
Recommended settings
How to set up a job in this field
Domain for terminology extraction
Choose Marketing when you extract terms from these documents. The domain is used for extraction only.
Step by step in the user guideGlossary
Add the approved terms for this client and language pair, one translation per term, and select the glossary when you translate.
Step by step in the user guideTerminology examples
How key terms are handled
Value proposition
Rendered as a natural benefit statement in the target language, not a literal phrase; the copywriter checks that it makes the same promise.
Call to action (CTA)
Translated for intent. Button text such as “Start free trial” needs the market's usual form and must fit the button.
Tagline / slogan
Treated as transcreation work. Once a market's approved version exists, it goes into the glossary so later files use it.
Brand and product names
Entered in the glossary with themselves as the target when they stay in English; the check flags a segment where the name is missing.
Trademark symbols (™, ®)
The reviewer checks that they are present and placed correctly; whether a mark is registered in the target market is a question for the client.
Tone of voice
Set per job with the tone setting; the brand's own guide still decides, and a reviewer adjusts where the draft drifts from it.
Disclaimer / small print
Translated closely, not creatively: offer conditions and dates must say exactly what the approved source says.
SEO keywords
Not researched by DeepReference. Target keywords per market can be added to the glossary, so they are supplied with the sentences where the source term appears.
How to do it, step by step: 2.4 Add terms · 2.15 Use a glossary correctly
Who uses this
Industries served
Marketing teams, agencies, product teams, ecommerce, SaaS, and content operations.
Standards and references
What reviewers can check
Reviewers can check product names, calls to action, preferred brand terms, tone, local conventions, and repeated campaign language.
Before delivery
What your reviewer checks
- Does each headline and slogan work for this audience, or does it need a new idea?
- Are product names, feature names and trademarks written exactly as in the glossary?
- Do prices, discounts, percentages, dates and offer periods match the source?
- Are prices, currencies and date formats written the way this market expects?
- Does each call to action say what the button does, in the market's usual form?
- Is the form of address (formal or informal) the same across the whole campaign?
- Are idioms, cultural references, colours and images suitable for this market?
- Do subject lines, ad headlines and button labels fit their character limits?
- Are claims such as “best” or “fastest” allowed in this market and approved by the client?
- Has the text in images, banners and videos been translated separately?
How to do it, step by step: 7. Translation Editor
Transparency
What DeepReference does not do
- DeepReference drafts and checks; it does not transcreate. Adapting slogans, wordplay and cultural references is the work of a copywriter or local marketer.
- The tone setting changes the register of the draft. It does not know your brand voice, your audience or your market, and there is no separate marketing model.
- Text inside images, banners and videos is not translated. Supply that text separately, as a document or as pasted text.
- Prices, currencies, date formats and units are not converted automatically; the reviewer adapts them for each market.
- DeepReference does not check whether a claim is allowed under the advertising rules of the target market, and it does not do keyword research. Both stay with the client and the local team.
- DeepReference does not provide copywriters or translators. The people who review and adapt the text are your own team or the professionals you work with.
Questions
Frequently asked questions
Can DeepReference do transcreation?
Not on its own. It produces a draft in the tone you choose, with your brand terms supplied, and flags problems. Rewriting a slogan so that it works in another culture is creative work done by a copywriter or local marketer, in the editor or afterwards.
Which tone should I choose for marketing copy?
It depends on the piece. Persuasive suits landing pages and offers, casual suits social posts, and concise suits ads and subject lines; formal and informal set how readers are addressed. Tones are available from Starter. Try two tones on a short sample and let the copywriter choose.
Can we upload an unreleased campaign?
The text is translated by a model on DeepReference's own servers in the EU. No outside AI company sees it, and customer content is never used for training. Uploads are encrypted in the browser before sending, and stored files are encrypted at rest. Your own confidentiality agreements with the client still apply.
Will our product names stay in English?
Only if you set them up that way. Add each name to the glossary with the same text as the target. It is then supplied to the model with every sentence that contains it, and the quality check flags a segment where it is missing. Nothing is corrected automatically, so review the flagged segments.
What happens when the brief changes after translation?
If the brief is a DOCX, revision comparison (Freelance and up) shows the changes as a redline and as a DOCX with tracked changes. In “with translation” mode you compare the revised source with a document already translated here, so only the affected segments are translated again; on Translator Pro, translation memory is used as well. Nothing is charged until you confirm.
Can a team keep one voice across markets?
On Business, the team shares glossaries, translation memories and termbases, and reviewers can comment on shared projects. That keeps the approved wording in one place. A consistent brand voice across markets still depends on the people who review the text.
Review framework
Open the platform from the dashboard when you are ready to work on files.
View quality documentationBegin projects: Marketing Translation
Open the platform from the dashboard when you are ready to work on files.