FACT 1: Translation should not be verbatim
Since the marketing text should harmonize with the cultural and linguistic characteristics of the target audience, the right style and the right culturally-specific figures of speech should be used when translating and editing the text.
For example, many companies accept a word for word translation of a technical user's manual, as long as it has a clear meaning. Why? Simply because the customers have already bought the product. However, the goal of marketing texts is to improve the effectiveness of product positioning and encourage potential customers to buy the product. In this case, the word for word translation is not acceptable, as it discourages potential customers from buying and finally leads to profit loss.
I personally think that not only communication materials but also technical descriptions and instructions have to be properly adapted to the target market.