Globalization has l many companies to spread their marketing campaigns to other countries, which may require execution in multiple languages and for different cultures. To overcome this challenge and make the message effective, we must successfully implement a transcreation strategy.
Luis Herrera
Jul 29, 21 | 7 min read
Learn about the transcreation process and how it can be implement in a marketing strategy
Reading time: 5 minutes
This doesn’t just involve translating or rewriting content, it also considers SEO localization and other Content Marketing techniques to ensure the right message reaches the right people and achieves its intend purpose.
Carrying out this process effectively makes your Digital Marketing strategy profitable and, best of all, will prevent you from suffering financial losses and damage to your image.
Join us as we explore this topic in depth!
What is content transcreation?
Transcreation is the fusion of two words: translation
and creation . It is a complex form of translation that preserves the original intent, context, emotion and tone.
It is originally conceiv by marketing and advertising professionals because its goal is to duplicate the message carefully, seamlessly and without the public realizing that a translation ever occurr .
Ultimately, the finish product must provide the audience with an emotional experience that is identical to the main message, while remaining natural.
Creative freoms are essential libya email list 100000 contact leads in transcreation, so for it to be successful, an approval process must be in place with the buy-in of a brand manager specializ in the campaign’s target market.
Have you heard about R Bull’s campaign in the Chinese market?
This is a great example of how this process can be us to increase conversions .
The energy drink giant transcreat its entire brand to appeal to the Chinese consumer. This involv not only altering its text slogans, but also the colours , images and shape of the packaging.
Today, the Chinese version of the drink that “gives you wings” comes in r and gold cans, as these colors symbolize prestige and luck in China, influencing consumer behavior and brand perception .
Transcreation and translation: Are they the same thing?
The main difference between transcreation and translation is the creative freom within the marketing strategy to ensure that the message is appropriate and attractive to the target market.
In a “traditional” project, the first step is a translation and the second is a revision. At this point, the reviewer will check at least the following elements:
terminology;
format and functionality;
spelling;
style, grammar and syntax;
punctuation marks;
special characters;
date and time format, measurements, numbers;
telephone numbers, technical numbers;
company-specific information, copyrights and trademarks;
precision.
Transcreation will take all of this into account, but will also
target audience of users;
tone of voice;
bias-free language;
sense and style;
SEO keywords;
images us.
When translating, we must remain faithful to the choice of words, style and tone, ensuring the accuracy of the original text.
But with transcreation, the purchasing managers will discuss their new role as business drivers transcreator uses their understanding of the target audience and adapts these elements according to their expectations of the brand .
While translation works perfectly for technical and legal documents, marketing materials such as websites, advertising slogans and other brand factors that consist of and are affect by a number of different aspects, ne to be transcrib to ensure their engagement with the target audience.
branding
Why is transcreation important in marketing?
Transcreation is a fundamental tool for marketing; we cannot simply rely on “direct” translations—word for word—because they can generate different interpretations depending on the language and culture .
For businesses that have a global audience, it is crucial to ensure that the meaning of their message is correctly translat to their audience. Failure to do by lists so could result in damage to relationships and reputation , which can be costly and difficult to reverse.