Quick Quote
Archives
- November 2023
- October 2023
- September 2023
- August 2023
- July 2023
- June 2023
- May 2023
- April 2023
- March 2023
- February 2023
- January 2023
- December 2022
- November 2022
- October 2022
- September 2022
- August 2022
- July 2022
- June 2022
- May 2022
- April 2022
- March 2022
- February 2022
- January 2022
- December 2021
- November 2021
- October 2021
- September 2021
- July 2021
- June 2021
- April 2021
- March 2021
- February 2021
- December 2020
- October 2020
- August 2020
- July 2020
- June 2020
- May 2020
- April 2020
- March 2020
- February 2020
- January 2020
- November 2019
- October 2019
- September 2019
- August 2019
- July 2019
- June 2019
- May 2019
- April 2019
- March 2019
- February 2019
- January 2019
- December 2018
- November 2018
- October 2018
- September 2018
- August 2018
- July 2018
- June 2018
- May 2018
- April 2018
- March 2018
- February 2018
- January 2018
- December 2017
- November 2017
- October 2017
- September 2017
- August 2017
- July 2017
- June 2017
- May 2017
- April 2017
- March 2017
- February 2017
- January 2017
- December 2016
- November 2016
- October 2016
- September 2016
- August 2016
- July 2016
- June 2016
- May 2016
- April 2016
- March 2016
- February 2016
- January 2016
- December 2015
- November 2015
- October 2015
- September 2015
- August 2015
- July 2015
- June 2015
- May 2015
- April 2015
- March 2015
- February 2015
- January 2015
- December 2014
- November 2014
- October 2014
- August 2014
- July 2014
- June 2014
Why Transcreation is the Main Step for Engaging a Global Audience
Today, there are numerous businesses which are simply born into the global market as soon as they open their doors. This is in part due to the incredible reach offered by the internet and digital technology. There are around 3.5 billion daily internet users globally and it is growing all the time so there is no better time than now to go offshore with your business. The estimates for the value of global trade by 2025 is expected to reach in excess of $85 trillion and with the global flow of goods and services expected to amount to upwards of $85 trillion by 2025. This sounds encouraging for new and old businesses but getting a business to set the pace is not necessarily as simple as it may sound. The opportunities may be there, but it means a change in the way businesses match different consumer habits and behaviour. One size does not fit all when marketing to different customers around the world. Businesses cannot use the same tactics and they are under pressure to adopt this new and unfamiliar global mindset. Two key tactics to becoming an important global are: Overall, businesses have used traditional localisation to market their brands but increasingly they are adopting transcreation. Typically, when developing and mobilising a global campaign, the standard approach has been to design only a single model that is appealing universally and has the capability of being scaled so that it can get out to a much wider audience at both the domestic and international levels. This may help to maintain a consistent brand image when accessing and communicating with customers globally but the fact of the matter customers are not homogeneous. Delivering what could be termed a 1 size fits all strategy does not address the cultural differences and local idiosyncrasies of consumers worldwide. This is where localization becomes a key, but it is not necessarily the solution and many businesses are going one step further and using transcreation to help in the competitive business environment. The identity of a brand is a mixture of features and the more concrete they are the simpler it is to communicate and transcreation takes on a more creative approach. It focuses more on the concept of a marketing campaign that takes into account the cultural context. Localization tends to focus more on communicating a culturally appropriate message, while transcreation is based on creating and adapting a message to the message about the product is conveyed in another language to suit another culture. Its main aim is to maximize its cultural relevance and resonance. Localization offers value while transcreation offers an experience beyond just communicating with customers in their own language. Transcreation is one step ahead helping to ensure that the customer is reached by conveying a message and that will resonate with them. If a business’s customers are able to relate to its message, it’s far more likely to receive a response. Transcreation helps to enhance a customer’s experience. Global marketing needs to maintain brand consistency so that it can attract and engage customers. Transcreation does this by outdoing the traditional practices of localisation by adding that creative dimension that is essential to ensuring the business’s message will resonate well with its audience. While the message may not be identical for the different targeted communities its tone and voice will remain consistent with the brand’s identity. For example, a well-known product like Pepsi cannot use the same message it may use to English speakers because the message may become distorted. There are several key principles for any marketing campaign that need to be emphasised and these are:Challenges for businesses today
How transcreation produces a win-win situation for businesses today
Conclusion
Leave a Reply