The market for content translation and interpreting services is rapidly growing.
Thanks to the expansion of communication and technology, it is one of the fastest rising industries in the United States. As the possibilities of the internet grow and the industry of marketing is flooded with digital outreach and web-based advertising, it is easier to reach markets that companies couldn’t dream of obtaining before the technological revolution. Today, there are very few boundaries for companies targeting foreign markets through their marketing efforts, and huge benefits to be gained from reaching out to new audiences.
One such benefit is the ability to capture more market share by avoiding competition. According to a study by Smartling, 86% of respondents create content for the U.S. and then simply translate it for other markets, yet do not personalize their messaging to the new audience. Almost 53% of companies surveyed do not translate content at all, or only translate their content into one language. If companies want to create a competitive advantage and make their messaging resonate, they must do what most organizations don’t – invest in transcreation of their material.
Transcreation is an advertising and marketing term referring to the process of adapting one language to another while maintaining its intent, style, tone, and context. Since meanings of phrases and words change from language to language, there is often no direct translation that can capture the original meaning of words or a phrase perfectly. The messaging must be altered along with the translation to stay consistent with the brand.
Demand for Localization Grows
There are plenty of advanced countries that do not speak English, and W3Techs states that although about 53% of online content is written in English, only about 5% of the world’s population speaks it as their native language. This is an indication that companies can benefit from localizing their content to language speakers of different countries, as the minority of web users speak native English.
While some people think that translation will be completely automated in the future, this is only partially true. Translations can certainly be handled by machines, but when dealing with messaging of significant importance, human transcreation will always be necessary. Brand messaging needs to be consistent throughout any business communication, and it is imperative that the transcreation includes an in-depth understanding of the language and cultural meanings that only humans can provide.
Search engine optimization is becoming more and more important to marketing initiatives, especially with the rise of web-based outreach. After all, what is the point of translating your content if the market you’re trying to reach can’t find it? Using a simple machine translation of content and keywords will not always work because of the nuances of culture and language. Many keywords do not translate directly into another language, or the meaning of a keyword from one language to another is subtly different. Transcreation of content ensures that keywords are consistent with the brand while targeting the right people for the right reasons.
Getting a head start on the Transcreation trend is a good move for any businesses with the potential for a global audience. Those that currently personalize their messaging from market to market will become a dominant force in these spaces if they are using humans to localize their message. Transcreation is the most reliable method of translating content in order to have the greatest impact on your target audience.