Market globalization is becoming a household name for even small businesses and companies. The potential to take one's business or company to global heights is made possible by the international reach of the world wide web, through website language translation, online advertisements, marketing campaigns, and much more. The more these marketing and sales tools are introduced to foreign markets, the better the potential. However, there is often much more to advertising a business or service to international markets, than to use one advertisement only, and simply translate it from language to language. Our leading translation company offers marketing translation services to accommodate a truly global marketing campaign.
As marketing departments began to realize that one kind of marketing tactic or advertisement cannot be used universally, they began to change the advertising for each foreign market. Using various translators and translation agencies as cultural consultants - in addition to their language translation skills - marketing departments now adapt advertising to be appropriate for each foreign market or audience. For example, American advertisements that emphasize immediate, fast gratification (such as one-hour eyeglasses or pizza delivery guaranteed in 20 minutes or less) may change their approach for Asian audiences, since instant self gratification is much less of a priority within their cultures. This marketing adaptation for foreign markets is called localization.
Because global marketing has become so competitive, advertising agencies and executives find new and creative ways to better attract their international markets. American advertisements often use nuanced language, cultural references, anti-authority or anti-taboo commercials with shock value – as do other cultures and foreign markets. The language of global advertising needs the same kind of re-engineering for each culture and target audience, just like the subject matter of advertisements need localization. This is when marketing translation needs to be taken a step further, with creative marketing translation, or transcreation.
Transcreation service is extremely important for any competitive marketing department or advertising agency, because translators go beyond simple language translation. Professional transcreation ensures that the creativity, nuances, humor and other creative language idiosyncrasies are translated into the target language in such a way that makes sense to that particular audience or market. Whether this requires translating slang words or revising the humor to fit the target market, transcreation service is a vital part of global marketing and business. Creative language translation can only be effective communication if it is translated with equal creativity.
Transcreation is a specialized, unique skill within the translation industry – it is not a service that any translator can provide. Our transcreation experts at our translation company specialize in creative language and marketing translations. They work on each creative language translation to ensure it retains the creative energy our clients put into it, no matter what the target language. Whether you need Finnish translation for a creative advertisement, or Japanese translation for a unique business presentation, our professional transcreation services are guaranteed to help you reach your goals for globalization and international markets.
