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Transcreation in Marketing: Go Global with Proper Localization

It is generally accepted that marketing in the digital age is a mix of science and art.  At the same…

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A Brief Guide to Brand Image Crafting

Whether or not you believe a corporation really is a person, the effect of successful branding efforts can, with some…

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How to Evolve Your Content Strategy When Entering New Markets

Think about your content as an extension of your company — because it is one. Content marketing can be positioned…

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Multimedia Localization: The Pros and Cons of Voiceover, Subtitles and Closed Captioning

Have you ever wondered about videos and how they choose which ones have voice overs, which ones have subtitles, and…

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3 Steps You Can Take to Avoid Voice-Over & Dubbing Pick-Ups

Pick-ups are a dreaded outcome of multilingual voice-over recording projects. Professionals in video localization all have their stories of experiences…

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How Deep Do You Have to Localize to Crack the Chinese Market?

China is doing its best to position itself as a unique entity both politically and commercially, with great success on…

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How Do I Translate My Website on a Budget?

Website Translation

Tens of thousands of new business websites make their way onto the Internet every single day. With this kind of competition, wide…

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The Future of Voice-Over, Dubbing & Subtitling Localization — 2019 and Beyond

It is an exciting time for brands that make the most of voice-over, subtitling and dubbing – there are many…

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Building a Powerful Localization Strategy for Less Money

Developing your webpages and mobile apps for localized markets is, ironically, the way to most effectively expand your commercial outreach. If…

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Localization: The Example of Netflix in Northern Europe

As far as media entertainment goes, Netflix is the number one case study for accelerated and high engagement. Many peoples…

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It is generally accepted that marketing in the digital age is a mix of science and art.  At the same time, proper messaging is always the heart of any successful marketing effort. It is the message that hits or missed the mark, and it is the message that motivates a response. Companies that achieve the goal of effective messaging in their native language have a unique and exciting opportunity in today’s global marketplace. In simplest terms, properly communicating the same message in other languages and market spaces creates significant new opportunities. Moreover, these opportunities may collectively be larger than that initial home-based market.
 

The Right Words Create the Right Messages These realities have created an entirely new discipline for reaching global and non-native language markets. For example, an article in the Harvard Business Review makes a very cogent point. The reality is that simply “knowing Spanish” is not enough to successfully reach the Spanish-speaking market segment. The idea of “transcreation” has reshaped the concept of merely translating marketing and corporate materials into another language. If the goal of any marketing message is to connect on an emotional level – and that is, indeed, the core goal – then the words used must more than mere translations of near meanings. The concept of transcreation focuses on the ability to match cultural, emotional, motivational and subjective components of a message with similar content in a target language. This process involves far more than the literal conversion of the words involved.

Managing a Collaborative Process Successful brands have an advantage when crossing borders or language barriers with an initial connection with prospects and customers. However, even these advantages become major disadvantages if the transcreation effort is handled poorly. Marketing studies and university classrooms are replete with examples of such stumbles. Every consumer can think of some advertising or marketing they have encountered that came across as clumsy or even abrasive. Other examples might not be memorable for the very reason they weren’t noticed because of reliance on mere translation. That occurs when the essential emotional connection is “translated out” of the message. Investing marketing spend in materials that lack that localized connection is like telling a joke and missing the punchline. More than failing to get a laugh, it shows ineptness and creates negative, rather than the desired positive, perceptions in the recipients. Collaboration with the proper tools and team members in the translation/transcreation process is the only way to avoid these failed efforts. It is also the key to succeeding in achieving the same vibrancy and effectiveness of messaging from one culture and language to another.

 

 

Establishing the Expectations You seek to globalize your market offerings to expand in existing markets or to open new opportunities. In either case, you will meet with much greater success if you establish a consistent process for achieving the same marketing effectiveness in each space. This will involve at least three components:

 

Use the Responsiveness of Digital One of the most powerful advantages of today’s digital marketplace is the ability to evaluate immediate feedback to your proposed messaging. The concepts of the Lean Startup Methodology encourage getting into the market and modifying as necessary. When applied to the transcreation process, this encourages you to test your final product in the space you are targeting. If that initial effort garners the desired response, you have succeeded. If not, you have the freedom to tweak and modify to get that final voice and content that will deliver the return on investment you are seeking.

Need help with getting your transcreation done right? Contact us today for a quote.