Growing trade and strong business relations are the cornerstone of all micro and macroeconomics, especially for small and medium enterprises (SMEs). The most relevant element for contemporary business growth is the factor of globalization. The increasing trend of globalization and the increase in online purchases create potential global growth opportunities for businesses, brands, and companies. The real question is how to navigate the highly competitive markets and the importance of translation and transcreation in the engagement of potential clients. The Organization of Economic Cooperation and Development (OECD) is a cooperation aimed at facilitating making the world safer and more stable for global trade and economic development.
As of 2024, 38 countries are the full member of OECD. We will discuss the role of professional translation services in making professional communication and business relations culturally accurate and linguistically sound. Furthermore, in the establishment of cross-cultural professional relationships, a key part is adherence to the legal and regulatory authorities of different regions involving a spectrum of simple, technical, user manual, and marketing documents. It is an elite practice to not only translate but transcreate the required documents according to the cultural and linguistic nuances of the target market (s).
Look at the Global Talent Pool 2030, indicating the potential business growth opportunities. These are educated young people of developed economies with increased preferences of buying online.
| Country | Percentage of 25-34 Year Olds With Higher Education |
| China | 27% |
| India | 23% |
| United States | 8% |
| Brazil | 5% |
| Indonesia | 5% |
| Russian Federation | 4% |
| Saudi Arabia | 3% |
| Japan | 3% |
Difference Between Translation and Transcreation
The technical differences between the two services of translation and transcreation revolve around their objectives. We will try to differentiate between these technical terms in the best way possible. When it comes to professional communication and marketing of high-end businesses the implications of translation and transcreation become a crucial point.
Let’s discuss them a bit further to get a clearer picture.
Translation Vs Transcreation
The line between translation is transcreation is thin and often overlaps each other, we have tried to point out the distinguished elements of both. Transcreation refers to instigating the intended marketing message oriented to produce a specific impact on the target audiences. The key focus of transcreation is the marketing content. So, transcreation is more focused on prioritizing the intended emotional response. That is why to get the desired results and persuade the target audience, it is a prerequisite to get professional transcreation services.
Whereas, translation is aimed at achieving the intended meaning and utmost accuracy to the source content files. It is important to note that, in the bigger picture of global expansion, all the multinational brands allocate some amount and engage with a professional translation company to ensure adherence to the cultural nuances and linguistic accuracy. Translation is mostly used for technical documents. Additionally, for business expansion, you need to translate the essential documents of your business in an action-oriented and more native linguistic style. This is precisely why all the global companies prefer acquiring professional translation services for documents like business purposals, emails, presentations, etc.
Whereas, transcreation is adherence to cultural elements, tonal preferences, style guides, and other visual elements of the target language and culture. For promoting products or services in different regions, companies often tailor their marketing campaigns with the help of transcreation services. Nike’s Just Do It, Apple’s Think Different, and Intel’s Intel Inside are the prime examples of how transcreation made them a huge success in different countries. Here, it is important to note that literal translations can really be disastrous for marketing content.
Differences in the Expertise of Translators and Transcreators
More or less the expertise of translators and transcreators is similar, with one key difference. A translator doesn’t need to be a copywriter, but a transcreator is required to have the additional expertise of a copywriter. Additionally, a typical translator will start his/her work from source content. Whereas, a professional transcreator typically starts the work with a creative brief.
Moreover, it is not a must-follow requirement for a translator to be a native speaker. But when it comes to transcreation, it is a prerequisite for a transcreator to be a native speaker of the target language, an expert of the source language, with subject matter expertise in the industry/field of the business.
Cost and Delivery Time
Transcreation usually involves more time and a bit more cost than translation. The key reason is the recreation of the intended documents requires industry expert native linguists and requires more time, effort, and expertise. Transcreation involves instigating a targeted emotional response without compromising the original idea. But if the intended requirements are to make the target readers get the point with accuracy, translation services are your best shot.
When to Use Translation
As mentioned earlier, translation is a preferred choice when the content involved is simple and lacks creative touch. For instance, if your content belongs to any of the following categories, opting for translation is the right choice:
- Financial and Legal Documents
- Software Documentation
- Product Specifications and User Guides
- Academic and Research Papers
- Business Documents
When to Use Transcreation
Transcreation is more like recreating the intended message in another language while delivering the same impact. It is preferably used when creative content is involved. For example, you need to choose transcreation services for the following types of content:
- Marketing Slogans
- Ad Copies
- Social Media Posts
- Video Scripts
- Website Copy, etc.
Takeaways
Jet-propelled globalization of SMEs and brands is continuously increasing the demand for professional translation services. The global talent pool of OECD and G20 indicates the increased number of educated youngsters indicating an increased percentage of online engagement. Most businesses use target ads and campaigns that will eventually attract thousands of potential clients. To convince someone about making a buying decision is a highly challenging task. This task requires the expertise of experts who can transcend cultural and linguistic barriers and leave a lasting impression in the minds of the target audiences. The highly competitive landscape of global marketing requires seamless communication and can only be possible with adherence to the linguistic and cultural nuances of the target markets. You need to be very careful and decide when you use translation and transcreation services. This approach can cement your brand loyalty and help you convert potential customers into paying clients.
Sebastian is an accomplished author with a passion for storytelling. His works span various genres, from thrilling mysteries to heartfelt romance novels. With a keen eye for detail and a knack for character development, Sebastian weaves engaging narratives that captivate readers and transport them to new worlds.