As companies attempt to sell their products and services to more demographics in more markets around the world, they are discovering that they must adapt or recreate their messaging and content through a process called “transcreation.” A new report from market research firm Common Sense Advisory, “Reaching New Markets through Transcreation,” confirms growing demand for transcreation services through 2010.
The firm’s survey of 380 language services industry respondents revealed that transcreation is not only here to stay, but on the rise. Twenty-five percent of those surveyed stated that they expect transcreation – as a percentage of total translation activities – to grow between six and 10 percent during 2010, while almost 30 percent anticipate that it will increase by more than 10 percent.
Common Sense Advisory’s enterprise globalization strategist Rebecca Ray notes, “The key word is resonance in local markets – whether it’s a market defined by geography or one defined by language and culture within a larger domestic market.”
The report details how the “internet of things” – mobile devices, cars, cameras, appliances, roadways, and pipelines – projected to be composed of a trillion devices by 2011, is a key driver for the increase in transcreation demand. The report also includes:
• Analysis of data from 380 survey respondents related to the various definitions of transcreation, the growth in demand, the industries that purchase transcreation most frequently, the types of content where transcreation is most common, who owns the budget, and how the services are priced
• Insights from 30 interviews with decision makers and practitioners on how to build and maintain the transcreation ecosystem, adapt workflow, and ensure quality
• Why transcreation is just as relevant in home markets as in foreign markets
• Implications for SEO
• Ten steps that will enable buyers to achieve transcreation quality
International businesses and providers of translation and localization services can benefit from knowing when, why, and how to incorporate transcreation into their workflows and product offerings.
Adds Ms. Ray, “Over the last five years, the larger buyers of language services have focused on rationalizing and automating the globalization function within their organizations. One of the most important findings that emerged from our research is that this investment now allows more budget for the transcreation of strategic content that can really impact their bottom line.”
“Reaching New Markets through Transcreation” is the latest in a series of research reports produced by Common Sense Advisory that focus on transcreation and international marketing. It is available as part of a membership to the firm’s research. For more information, visit www.commonsenseadvisory.com.
About Common Sense Advisory
Common Sense Advisory, Inc. is an independent research firm specializing in the online and offline operations driving business globalization, internationalization, translation, interpretation, and localization. Its research, consulting, and training help organizations improve the quality of global business. For more information about Common Sense Advisory's research, reports, and globalization and localization consulting services.