Earlier this month, I had the pleasure of being interviewed by Kathrin Bussmann of Verbaccino for her new podcast The Worldly Marketer. We had a lovely chat about how to reach German audiences, how small businesses with a limited budget can break into the German market, pitfalls to avoid, and some general pointers about marketing […]
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This is a guest post written by Robert Rogge for Integrated MarCom Translations.  Transcreation is real. I ran a multilingual services agency with my partners for about six years. Besides copywriting, marketing, SEO, and other services, we offered translation. I always advised our translators to own the text, make it theirs, and to write. The […]
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Have you ever asked yourself the question: What makes a text sing? Why do some texts make you tune out after the first few lines while others suck you in and keep you engaged until the very last word? And what does this have to do with translation, you may ask? A lot of thought […]
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Have you ever thought about why certain websites appeal to you more than others? Or why some ads seem to strike a chord with you while others leave you cold? Chances are your cultural background has something to do with it, and clever marketers know how to play into those subconscious preferences. Marketing materials, including […]
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Whether you are selling a product or marketing a tourist destination, it pays to translate your website and other marketing materials into German. While it is true that most Germans speak English, that does not transfer to their online browsing behavior. If you want to attract Germans’ attention, you need to speak their language. Here […]
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One of the first things every budding journalist learns in J-School is the 5Ws: Five basic questions every news story should answer. Who, what, when, where, and why. Incidentally, these questions can help make your translation projects better as well. By answering the five Ws when you ask for a translation of your marketing materials, […]
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Let’s be honest: Are you positive that your international marketing efforts resonate with your multilingual target audiences? That is, of course, assuming you’ve put the effort into targeting foreign-language markets in the first place. According to a recent study by translation technology company Smartling, only 15 percent of marketers whose organizations target multilingual audiences are […]
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  Yesterday, I returned to Colorado after attending the 56th Annual Conference of the American Translators Association in Miami. What a different experience it was compared to my very first ATA conference in New York City only a few years ago! I can still recall standing in the lobby of the conference hotel in NYC, […]
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Last week, the American Translators Association sent out a compensation survey to collect data on current rates in the translation and interpretation industry. “The survey results will be an invaluable resource for everyone in the field,” ATA claims. Well, I have my doubts about that. Several years ago, when I was starting out as a translator, […]
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Crafting translations that speak to your audience
Before I started my own translation business, I worked several years as a general assignment reporter for a large daily newspaper in the heartland of the United States. I was young and full of enthusiasm about living the exciting life of a journalist, where every day is different and every assignment offers the opportunity to learn […]
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