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Why We Shouldn't Translate Marketing... And Why We Do It Anyway

To translate or not to translate? Local Ad-agency or marketing teams are much better suited for crafting relevant local copy for marketing campaigns; they understand the local culture and they aren’t restrained by being “true to the source.” The conundrum that enterprises are facing though, is they just can’t afford the cost, time, and resource investment to have a marketer in every locale. For the enterprise, translations isn’t about getting your message into local language, it’s about doing it at scale. Translation may be the worst way to get quality local copy… but it’s the only way that furthers business goals.

Join Scott Abel, The Content Wrangler and his special guest, Wayne Bourland, Global Localization Team Director of Dell, for this free one-hour webinar. Listen as Wayne challenges perceptions that the reason companies translate marketing is not to get good quality local copy. If getting the best possible local copy was the only goal, companies would either use in-market employees or ad agencies with experience in local markets... or they wouldn't translate. Ultimately, translation may be the worst way to get quality local copy, but doing it at scale any other way just costs too much, takes too much time and requires too much overhead.
Recorded Aug 18 2015 57 mins
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Scott Abel, The Content Wrangler and Wayne Bourland, Global Localization Team Director, Dell
Presentation preview: Why We Shouldn't Translate Marketing... And Why We Do It Anyway

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  • Global Content Integration Challenges And How To Overcome Them Recorded: Mar 8 2017 52 mins
    Diana Ballard, STAR USA
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    Transforming how we communicate from vicious to virtuous circles requires globalization be woven into strategic and tactical efforts at every level within the organization.

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    ABOUT OUR GUEST

    Diana Ballard is B2B globalization consultant and translation/localization expert on a 30-year pursuit to unify the end-to-end information lifecycle—from design to delivery, Diana is armed with a passion for connecting with customers with content in the language of their choosing—their own.
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  • Title: Why We Shouldn't Translate Marketing... And Why We Do It Anyway
  • Live at: Aug 18 2015 12:00 pm
  • Presented by: Scott Abel, The Content Wrangler and Wayne Bourland, Global Localization Team Director, Dell
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