Within the world of advertising and marketing, the spheres of action are very varied: there are advertisements for television and radio, Internet advertising and media digital, the techniques of SEO At Google, static ads on the streets, Newsletters, Email Marketing, Direct Marketing… In short, the options are almost endless..
And in such a wide sector, with such a heterogeneous and globalized public, the role of professional translators It becomes more and more relevant. With a particularity, yes: translators specialized in advertising and marketing plans must have a remarkable transmedia capacity to adapt to the wide range of formats and platforms.
A concept that you surely did not know: the transcreation
In advertising and marketing agencies they work with a notion that may be unknown to many, at least at first. is that of “transcreation”, a way of working that goes beyond the literal translation of a language to another.
What are we referring to? Let’s see. The transcreation is responsible for the translation of concepts, ideas, feelings and sensations from one language to another, of a culture to another. But while the work of the conventional translator must be as rigorous as possible, in transcreation, the translator, to achieve his goal, will use his creativity with the purpose of adapting the original messages to the new cultural and language contexts..
As it seems evident, the transcreation is very common in the advertising and marketing sector, since in this discipline it is necessary that the messages put into play impact in the same way in the original cultures as in the cultures of destination. In other words: ads in the new language (Spanish, for example) must cause the same sensations as in the original (in English, let’s say), whether it’s amazement, empathy, pity or fear.
Good planning of the internal marketing of the company
An issue that is usually overlooked is that of good communication within the company itself. When a company operates across several countries or even continents, with employees from different backgrounds and cultures, the internal communication plan becomes a complicated task.
For this reason, hiring the services of a professional translation agency will be the best way to address the problem. It is not worth leaving our luck in the hands of the automatic translations. In fact, this is a fairly common (and very serious) error..
When we talk about large companies that operate in different countries, it is best that internal communications, newsletters, information and other documents are offered in the different languages of the different offices and subdivisions of the company. Thus, the purpose is to integrate and make all our employees feel comfortable, regardless of where they work.
e-commerce to expand our company internationally
Opening our company to new cultures and countries is the best method to grow the project we have in hand. The goal then will be to expand our site Online to new languages, To those where we want to position ourselves.
There is nothing that generates more rejection in a potential client than a poorly translated web page, where the messages are poorly written and where the purpose of the company is not clearly understood. For this reason it is essential to run away from automatic or cheap translations, since they will only lead to problems and disappointments.
Therefore, for the future client to understand your project in all its depth, the use of a clear and clear language will be essential. In addition, it will be necessary to attend to social networks, SEO and the way in which the products and services you offer are presented to the public.
On NUADDA We are experts in e-commerce translation into any language, and we have specialized translators expert in online stores and the digital world. We have more than 20 years of experience in the sector, time in which we have been able to work together with large firms. Visit our web page And don’t hesitate to contact us!
