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Category: Marketing

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What is it?

The process of re-developing or adapting content from one culture to another, while transferring its meaning and maintaining its intent, style, and voice.

Why is it important?

In transcreation, the concepts, feelings, and call to action that are expressed in the source are maintained in the target, but the emphasis, design, and the text are oriented specifically to the target culture. While there are some grey areas, transcreation goes much deeper than localization typically does and, consequently, incurs significantly higher costs.

...continue reading "Term of the Week: Transcreation"

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What is it?

The concurrent distribution of all content related to a particular product or service to all target markets in the appropriate languages. Also known as Simultaneous Shipment.

Why is it important?

Releasing a product in all markets at the same time helps ensure successful product introductions, stronger sales, and greater customer satisfaction[Asnes 2010].

...continue reading "Term of the Week: Simship"

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What is it?

The market segment that a company considers to be the most important to their objectives and, therefore, their main focus.

Why is it important?

Companies segment their markets to help them devise the most effective go-to-market strategy for each segment. Content and localization strategies will be different for primary, secondary, and tertiary markets.

...continue reading "Term of the Week: Primary Market"

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What is it?

A systematic method used to perform qualitative research aimed at understanding cultures, groups, and organizations.

Why is it important?

Ethnography has evolved, spanning across several anthropology specialties, and ethnographers have joined forces with communication science and market research practitioners. The discipline has moved away from rigorous academia toward a more pragmatic and fast-paced approach. Some large corporations use ethnographers for market research, but the potential of ethnography is still largely overlooked[Ladner 2012].

...continue reading "Term of the Week: Ethnography"

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What is it?

The parts of written or spoken text surrounding a piece of content that clarify the meaning, and which are particularly important when multiple meanings could be attributed to that content.

Why is it important?

When multiple meanings are possible, translators need background and reference information so they can choose the right word. Having context available is crucial for localizers to provide a top-notch translation.

...continue reading "Term of the Week: Context"