Last month, I gave a presentation about immersion strategies for expatriates at the 57th Annual Conference of the American Translators Association. Anyone writing for international audiences, including translators, faces the challenge of keeping up with language evolution in the target market. Otherwise, their style quickly goes from stellar to stale. Good marcom and advertising copy […]
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Small talk. Do these two words send cold shivers down your spine? To some people, engaging in friendly conversations with strangers comes naturally. Others would rather gnaw off their own arm than initiate contact with a person they don’t know. This summer, I moved from Colorado Springs to San Diego, a city where I had […]
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No doubt you’ve heard it before: If you’re trying to increase your exposure, grow your network, and win more clients, you’ve got to work the social media scene. You may even have created your own Twitter account, grouped your Facebook contacts into relevant audiences for different posts, joined that mysterious Google+ network, or launched your […]
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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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