Online marketing is now the core of any marketing strategy, especially for
international business. While outdoor, TV and print 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 volume continues 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 and each is aimed at a 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 set of translation and transcreation selection guidelines which can help you to decide when and on which type of content transcreation and other types of translation are required.
- 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.
A brief review of your marketing materials, brand guidelines and communications
objectives and we can quickly recommend which service or combination of services
best fits your budget and your campaign requirements.