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How to be a successful global marketer April 5, 2010

Posted by utehagen in Business Opportunities, Marketing 101, On line Marketing success, Your personal success.
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I just came across a very important article for any marketer who wants to be successful around the globe and not just in his/her own native country.

Cynthia Edwards (senior copywriter with the Razorfish Global Email Solutions group) just published an article in Mediapost called “Don’t Say Hi! And Other Lessons In Global Marketing”.

She explains that transcreation is the process of rendering creative ideas so they resonate in other idioms and cultures. Another key process is localization — in essence, correcting the content so that it conforms to common protocols, cultural practices, audience expectations and legal requirements in different countries. http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=125505&lfe=1#

My own long time experience as a global marketer confirms that it is by far not enough to simply use somebody to literally translate your copy — it won’t make any sense to people in the country you are trying to target. I have learned that a Big Creative Idea can certainly travel because the fundamental needs and motivations of people around the world are very similar (we are all human beings), but the way you execute that fundamental idea requires local adaptation and quite a bit of cultural savy.

I can only recommend to take the recommendations in the article to heart if you want to succeed as a global marketer.

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Comments»

1. translstudio - June 11, 2010

Transcreation, localization, adaptation – all three words seem to be synonyms, buzz words today. But what’s the difference between them?

Freelance Translation Studio
Translation and Localization into CIS languages
http://www.ft-studio.com
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utehagen - June 11, 2010

Thank you for your comment.
I do see a difference between Transcreation and Localization / Adaptation, where the last two are more about translation, while the first does take the fundamental creative idea and makes sure that it really works in all of the different cultures. So, you need a Creative to do Transcreation while you need a very good Translator who understands culture and legal requirements to do Localization/Adaption.


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