Why We Shouldn't Translate Marketing... And Why We Do It Anyway
Scott Abel, The Content Wrangler and Wayne Bourland, Global Localization Team Director, Dell
About this talk
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.
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