The Importance of Global Marketing
With the development of the Internet, there are more reasons to work globally. Companies are now managing digital content in multiple languages in order to expand their business abroad.
How do you reach users in your target country/region to showcase your products and services? How do you convey your brand message? Understanding the local language, culture, and market is essential for planning and producing content.
So what is the best way to localise your content in Japan?
Language – Transcreate beyond Translation
The most important element of localisation is language. Simply translating from language A to language B often does not convey important messages. Although digital translation tools are getting better, they are not perfect. A direct translation, word by word, should also be avoided. A direct translation can often create confusion for the reader. In global marketing, translation always requires the editing and supervision of a person or team, that understands both languages. In short, they need to transcreate.
Culture – Know the differences between cultures
In global marketing, due to differences in culture, often what is an appropriate expression in one region will be inappropriate in another. The localisation of content requires a deep understanding of local cultures. For this reason, native editors should always be assigned from the team.
Market – Adapt strategy to local circumstances
Terminology and channels reflect a local market’s distinctiveness which means that companies need to conduct in-depth market research to discover the optimal strategy. We use google trends, social listening, surveys and customer interviews.
What you need is Transcreation
“Transcreation” is the combination of “translation” and “creation”, which is used in the marketing and translation industries. This is a technique that considers the differences in languages, cultures and markets, and delivers accurate localised messaging. As we introduced earlier on, when we are looking to translate content, what we actually need to do is transcreate.
So how do you create transcreation content? For example, we (at TAMLO) achieve this through the following two-step workflow:
Setting the concept (brand/product/service)
Either we receive a mission statement or vision from a client or we can co-create this together for the Japanese market. At times we run workshops with clients to help spark creativity.
Transcreation into Japanese
Our team of bilingual editors, native writers, analysts and planners will transcreate your message, keeping language, culture and market context intact.
Communication is key, especially for global business. To create content that resonates with local people overseas, companies should use transcreation methods.