The Realist’s Guidetotranslation, transcreationand machinetranslation

No type of translation

All should work together in harmony to reach the righttarget markets.

TranscreationHome Page & Meta Data

A cross between translation and content creation in which the actual message – not just the language – is for the target reader.

adapted

Spiderman iNindia

A good example of transcreation is

The first few lines on a home page are carefully crafted to appeal to a

specific target market.A user takes just to decide whether or not to stay on your site! For content as important as this, you need transcreation.

A few seconds

Different markets havedifferent preferences. For example, your Russian market is predominantly

leisure, coming for your excellent spa,restaurants and nearby casino, while your German market is predominantlybusiness, comingfor meetings at the Siemens offices down the road.

TARGETED CONTENT.The solution here is

Home page in Russian will emphasize the swimming pool, Kids Club and family suites.

Home page in German will talk about the free Wi-Fi, 24-hour business center and proximity to the airport and business park.

Meta data should be transcreated, since the meta title and description entice users to click on

your website.

meta data

LocalizationSecondary PagesSecondary Pages

For secondary pages, realistic people with real-world budgets switch to localization.

localization adapts:• Measurements & distances• Cultural differences • Cultural references

• Slang, metaphors & humor• Tone of voice

Computer-assistedtranslation

Lists, Manuals, FAQs

It is not auto-translation like Google Translate or Babel. It is translation by professional natives who use software to maximize efficiency and consistency.

Computer-assisted translation is great for content that doesn’t have a strong marketing focus, but must be at a minimal cost.

Correct, consistent and easily updated

some examples:

auto-translationThe Last Resort

Although human translation is ideal, the most realistic option for smaller companies and hotels is using

for short, time-sensitive content such as blogs.

or anGoogle translate

Auto-translation button

Make sure you include athat the translation is automated so readers know not to expect top quality.

disclaimer

Translation StrategyYou Probably Need One

• Using to pinpoint international markets with the most potential

Researching markets• to segment them and understand what makes them tick

web analytics & sales data

• Finding the to translate and advise on local cultural differences

right partner

• Doing the most – through a blend of transcreation, localization, computer-assisted translation and Google Translate – with the budget you have

we can help you with that.Psst...

Feel free to contact us with questions –

in any language

enveritasgroup.com

info@enveritasgroup.com

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