STRATEGISING…

Choosing the right multilingual approach to kick-start your Global Brand and Content Marketing initiatives.

Transcreation Strategies for Your Global Brand and Marketing Campaigns

IPPWORLD identifies your target community’s sentiments and help you plan for the most appropriate tone-of-voice. We assist you in creating top-notch localised marketing content. Content that attracts and converts international consumers to become your customers.

To fulfil this, our bilingual native editors review your source content to better understand your brand, your products and services.

Then, IPPWORLD:

Identifies the target communities interested in your products or services.

Collects industry-specific terms commonly used amongst your target communities.

2. Transcreates content and branding messages while maintaining your original intent and context in the correct syntax of the language commonly understood by your target readers.

The Transcreation Process

Encompasses an end-to-end workflow that differs from straightforward ‘word-for-word’ or dictionary translation. Transcreation relies on the close collaboration between the linguistic, editorial, as well as marketing professionals.

Our processes include:

1.

A bilingual editor native in the target language carries out a pre-localisation review of your source content – to identify relevant technical and non-technical jargons that are mostly used in your target market.

2.

Along with your references on branding objectives and inputs on the target market segment, the editorial team examines the demographics of local communities more likely to be interested in your brand’s products or services.

3.

By clearly understanding your source content, your branding objectives, and the characteristics of your target audiences, the transcreation team implements an appropriate content localisation strategy.

Unique Language Features of Marketing Content

Marketing content often uses satire, humour and metaphoric expressions, to entice and engage with target audiences. Such content can be subtle or overly complex for a simple word-for-word translation, due to linguistic or cultural differences.

Translators who are not native to the target language, or do not have an innate flair in linguistics, will find it highly challenging. Too often, this is the primary cause for getting it wrong or being ‘lost-in-translation’. Unfortunately, in this ever-increasing competitive information era that we live in, erroneous translations will not only miss its objective but also cause business owners to be furious.

To avoid potential misunderstandings that could result in incorrect use of colloquial terms or improper translations, you need the involvement of a marketing person familiar with your industry. This person will review creatively written source content to help simplify or explain its respective intended meanings. The final target language content must carry the same creative message and visceral impact as that of the original language version.

Your branding messages are TOO IMPORTANT to get them wrong.

Transcreation for Corporate Branding Objectives

Your products or services have their own brand strategy and preferred corporate tone-of-voice. In this instance, publicity or promotional content, regardless of the language, must respect and comply accordingly. Compliance in observing and implementing these important guidelines are a critical step in the content localisation processes.

To ensure respective language project teams adhere to your branding strategy and preferred terminology, IPPWORLD develops brand guidelines and dedicated glossaries as part of its Project Brief. Newly identified terms are pre-translated and to be verified by your (the client’s) language reviewers. These are then incorporated with your existing terminologies to form the localisation project’s working bilingual glossaries.

Without providing verified and approved glossaries to the language project teams, the end result may turn out to be incorrectly or inconsistently translated content. In turn, resulting in embarrassment and a loss of opportunity.

To effectively localise ongoing corporate content objectives, linguistic project teams must have; references to maintain terminology consistency; explanation on unique expressive terms; and approved glossaries from previous translations in respective language pairs (if available).

This way, you get to engage the international marketplace with confidence and messages that entice and inspire … in every language!

We Optimise

By considering and selecting the most favourable key-words and key-phrases with high search result probabilities. We help you maximise your SEO objectives in your specific markets.

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We Transcreate

By creating dedicated creative translation, copyediting, and cultural localisation for your brand message and marketing content – to resonate and inspire all your target readers, in every language.

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Marketing To China

Helping clients build brand awareness in the world’s largest single source market for global tourism. Be visible to Chinese travellers – anytime and every time they are using their smartphone apps!

Like to know more? Please call us today on +65 6333 9091 for a chat or email us at info.singapore@ippworld.com.

DID YOU KNOW…?

By having your website in 11 languages, you can reach and be understood by 80% of the world’s internet users and consumers.

80%

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