Online marketing is now the core of any marketing strategy, especially for international business.  While outdoor, TV and marketing collateral all have a role to play, online now accounts for the lion’s share of spend.
 
Whether you are marketing globally in 50 languages or targeting your spend on the more resilient of the emerging markets, content volumes continue to explode and the frequency of update to increase. Hence something in the SPEED:QUALITY:COST triangle has to give in terms of translation.
Fortunately, not all content that appears in marketing is of equal value.  For example, advertising and corporate copy is very different from terms and conditions or technical product descriptions.  Each is aimed at a very different target audience.  Additionally, while a one-page ad may use a maximum of 100 words, websites can stretch to tens if not hundreds of thousands.  We can select which content undergoes which process to help you conserve marketing budgets.
We have developed a useful model which can help you decide when you need transcreation and you can find it on our transcreation blog.

• For promotional and creative copy we recommend our Full Service, which is a marketing translation service that adapts your creative copy to the local market and to which most of our clients add ongoing terminology and translation memory management.
• For more informational and literal content or very high volumes we recommend our Standard Service, which is based on the industry-standard translate and proofread process and where terminology and translation memory management are cost options.