Translation and transcreation for marketing materials
Marketing translations are tricky.
Marketing copy is designed to click with a target market, a defined audience, a very specific segment. Each word counts and to get results, you need to strike the right chord.
So can you take a text that's intended for an English-speaking audience, translate it verbatim and then just dish it out in another market, to a different segment who speaks a different language?
Sometimes it might work, but most times a "regular" translation doesn't cut it. You need to take a whole new approach.
Enter transcreation.
Transcreation is a creative process where your marketing text gets reworked into a text suited for another audience in a target language (in our case, Italian). The text might undergo significant changes and might come out entirely different, especially if source and target culture are very distant. Of course the input of and collaboration with marketers is very important in this kind of work, to ensure the intended end result stays the same.
Another important element to take into account is the time factor - transcreation is a highly creative process and takes more time than a "regular" translation and might need to be reworked more than once to get an optimum result.
Marketing copy is designed to click with a target market, a defined audience, a very specific segment. Each word counts and to get results, you need to strike the right chord.
So can you take a text that's intended for an English-speaking audience, translate it verbatim and then just dish it out in another market, to a different segment who speaks a different language?
Sometimes it might work, but most times a "regular" translation doesn't cut it. You need to take a whole new approach.
Enter transcreation.
Transcreation is a creative process where your marketing text gets reworked into a text suited for another audience in a target language (in our case, Italian). The text might undergo significant changes and might come out entirely different, especially if source and target culture are very distant. Of course the input of and collaboration with marketers is very important in this kind of work, to ensure the intended end result stays the same.
Another important element to take into account is the time factor - transcreation is a highly creative process and takes more time than a "regular" translation and might need to be reworked more than once to get an optimum result.