I know from working with global marketing professionals, that a lot of care is taken exploring how brand definition, messaging and value propositions are localised for each market. Retaining global brand values, while adapting tone of voice and imagery so that marketing materials connect with customers in different markets, is essential for successful global marketing campaigns.
No doubt you’ve produced style guides, glossaries of terminology and other assets to record how marketing content should be localised for each market. These essential documents provide a roadmap for creatives, marketers or translation partners to ensure that content is created and localised appropriately, ensuring it’s on message, on brand and on target!
However, there’s another useful tool that your organisation could be benefiting from that will help ensure your content is localised correctly. It can also help you launch campaigns in multiple markets quickly and efficiently. That tool is Translation Memory (TM).
What is translation memory?
Using translation technology, the linguists build up a memory as they are translating the content, storing both the source text and its corresponding translation. This memory continues to grow as more content is translated. It can include content translated for all formats, including digital, print and audio-visual.
With each new piece of marketing content to translate, the source text is analysed against the relevant translation memory. Any previously translated content can then be accessed to avoid unnecessary retranslation, while also ensuring that all content is consistent with previously approved material.
As a result, global branding and localisation guidelines are adhered to, increasing the consistency of your marketing content. This has key advantages when you have many different parties involved in developing marketing campaigns.
With all the changes that can occur in managing international marketing activities, including taking on new hires in your marketing team, signing up a new creative agency or working with different content authors, your translation memories can help to ensure consistency in the style, tone of voice and terminology across your multilingual content.
Translation memory – helping you stay on brand, on target, on time and on budget!
Translation memories can also have a positive impact on budgets and deadlines. This can be very useful if you have large volumes of content to translate across multiple markets. Most translation service providers will offer discounts on previously translated content.
Your translators will also be able to work faster! For example, instead of translating a boilerplate statement from scratch, if it’s been translated before they can simply proofread and select the approved translation and move onto new content.
This can really help speed up translation times and help marketing teams deliver global content on time and on budget.
If your translation partner hasn’t suggested using translation memories to enhance your marketing translation projects, I recommend you ask about whether they can offer this technology. Alternatively, get in touch with us to find out more about how translation memories help our clients localise their global marketing content.
You may also like a copy of our global marketing translation guide. In it we discuss localisation, transcreation and other translation methods in detail, and how they can have a positive impact on global marketing campaigns. Download your free copy here.