The process of transcreation involves translation and the recreation of the content form in question. There are various reasons why people choose to avail of transcreation services including business, education, marketing, and tourism. The demand for transcreation of content is ever-increasing with businesses looking to go global. Though the global market presents a variety of opportunities, but they do not come without their challenges. A major issue for brands is being relatable to their audiences that come from a range of cultures. Most major brands such as Spotify, McDonalds, DELL, and many others are constantly trying to penetrate foreign markets to expand their business and their tool for such a job is active transcreation.
You can think of transcreation as a mix of translation and localization. Though the major brands mentioned above have made quite a name for themselves through active advertising, they have failed in certain regions. For instance, McDonalds is present in over 200 countries worldwide and actively looking to expand, but it is not always fruitful. The global franchise most recently closed in Iceland due to a lack of sales. Kind of hard to think, given its popularity in the world. Similarly, WhatsApp is the go-to application for messages around the world, but in the Middle East and some parts of Asia, Telegram and IMO dominate the markets.
How Important is Regular Transcreated Marketing?
Despite what most would believe, humans are surprisingly forgetful. A reason why they feel nostalgic, seeing things from their past. But that just means that your brand is in the past. A study concludes that humans forget 50% of all information they may have learned in the past hour. Repetitive advertising is necessary if you want people to remember your brand, especially if it is new. A reason why we see that common brands sold in our markets are the ones mostly advertised on TV. This is done on purpose so that people only focus on what they already know. New brands often have to spend way more to compete and make a name for themselves. Given that most large-scale businesses operate in multiple locations, they usually partner with a professional translation company to transcreate their advertising materials.
Moreover, these big brands utilize every opportunity to sponsor their names. Be it any event or occasion, for instance, Coke will advertise football matches and will even have a Christmas campaign. This is done to keep brands relevant in the eyes of the public and even to control the advertising process so that competitors find it difficult to actively advertise their products. Social media has changed the game a little, with cheaper rates and bigger audiences. It has given many an avenue to advertise cheaper and to more people. You will often see brands having various pages for various regions. For instance, Australia will have its own page for Loreal Paris, USA their own, and you get the gist. Translation of adverts is also common to reach various audiences.
Many adverts are written and produced for the world, for instance, the ‘Share a Coke’ campaign was launched globally. But it was localized by transcreation
Brands That Spend Most on Advertising
Just to give you an idea of how important transcreation and advertising is. Here is a list of the companies that spend most on advertising and transcreation.
- Comcast Corp. – $5.75 billion
- Procter & Gamble – $4.39 billion
- AT&T – $3.52 billion
- Amazon – $3.38 billion
- General Motors – $3.24 billion
- Verizon Communications – $2.64 billion
- Ford Motor Company – $2.45 billion
- Charter Communications – $2.42 billion
- Alphabet, Inc. – $2.41 billion
- Samsung Electronics – $2.41 billion
Why is Transcreation Important for International Marketing?
Here are a few key reasons why transcreation is important for international marketing campaigns:
Cultural Sensitivity
Different cultures have different values, beliefs, and norms. Transcreation ensures that your content makes various cultures feel included and that you do not offend them in any way.
Emotional Connection
Transcreation makes your consumers feel connected to your brand. It helps you form a deeper connection because you are a part of their pop culture.
Understanding
You need to speak their language on different levels. Mere translation will not work, because marketing in various regions is not a one-shoe-fits-all approach.
Conclusion
In a world where cultural differences can make or break your marketing efforts, transcreation is an invaluable tool. Investing in high-quality transcreation ensures your message resonates with international audiences, fosters brand loyalty, and ultimately drives success in the global marketplace. It is a long-term investment that can reap various benefits and in many cases, it is a necessary investment. Remember, it's not just about translating words; it's about connecting with hearts and minds across cultures.