As with foreign language translation, companies and tourists alike should be familiar with the differentiation of meanings behind the English language in US vs UK English. Companies located in the United States that provide services and products in the UK and vice-versa will need to ensure the proper usage of words as to represent any branding in an appropriately perceived manner.
PHOTO: The New Jersey Vietnamese American Community Association
Reaching Vietnamese Americans requires a unique marketing strategy that involves understanding this audience’s history and interest in continuing to speak Vietnamese. Transcreation, which includes translating the message of an ad campaign, can help you identify images, phrases, and experiences that resonate with Vietnamese American audiences.
Language isn't the only barrier to communication between cultures -- how people perceive words and images can obscure the message. A deep understanding of the nuances of the target culture is needed to successfully transmit ideas across borders.
Carrying a concept from one language to another in a way that retains the original message requires more than fluency in the language. Translating with the intention of maintaining cultural relevance calls for a more strategic and creative solution, specifically: transcreation.
Gaming is a pastime that is almost entirely free of demographic boundaries. While certain groups are more likely to show interest in specific genres or formats, in general, gaming is popular across race, gender, age and nationality. Recent projections indicate that a total of 2.2 billion gamers around the world will generate $108.9 billion in game revenues in 2017. That is a 7.8 increase over 2016. Digital gaming makes up the lion’s share of sales, accounting for 87 percent of the global market, and mobile technology is growing fastest, representing 42 percent of video game sales.
A translation style guide is a set of rules for how your company presents itself textually and visually. Think of it as a guidebook for your language service provider (LSP) that includes rules for voice, writing style, sentence structure, and terminology.
A terminology glossary contains the building blocks for your website content. It’s a database containing key terminology used by your company and customers and their approved translations in all target languages.
When you are serving Mexican-American customers, localized content and transcreation can help you better understand your audience. Localizing marketing content for Latino customers involves translating content about a product and culturally adapting the product for the Latino culture. It's important that the message maintains its intent, style, tone, and context to resonate with the target audience. Both images and text can be transcreated to resonate with your Latino customers emotionally.
How do you translate an idea? Global marketing often has to be customized to elicit the same emotional response in a different culture. That can mean straying from the original source to get the message across, and it requires deep familiarity with culture, as well as its language.
The United States is a global leader in education, as evidenced by the steady increase in international applications to American colleges and universities. Research from the Institute of International Education shows a 10 percent increase of international students studying in the U.S. during the 2014/2015 school year for a total of nearly 1 million scholars. Chinese students make up the largest group of international students, though there is a growing number coming from India.
Can you say Google in Chinese? Do you know which social network dwarfs Facebook in Japan? Climbing the search engine rankings can seem a big enough challenge in English, without considering other languages. But optimizing your site for a multilingual audience can reap big rewards, by taking advantage of growing, relatively untapped markets.
Internet use is increasing rapidly - mainly among non-English speakers. Fewer than 27 percent of web users speak English, according to Internet World Stats, and more than half of Google searches are in other languages. The number of Arabic users grew a huge 2501.2 percent between 2000 and 2011, compared to just 301.4 percent for English use. And research shows consumers are reluctant to buy goods online if they can’t read about them in their native language.
In a world that is becoming more global everyday, especially for business, the ability to communicate has become stronger than ever. For a business to compete and stay relevant, they have to become effectively multicultural in their marketing. This means having a website and marketing materials that are available in two or more languages. A simple translation may seem like enough, but it often falls short. That's where transcreation has become the hot trend of the marketing world when it comes to global marketing. What is transcreation? Transcreation will address the nuances of language or the eccentricities of culture that can make a pitch to potential clients or your marketing audience work. Messaging and images are all evaluated by a native linguist with a subject matter expertise in marketing.