Why We Shouldn’t Translate Marketing… And Why We Do It Anyway.
Wayne Bourland – Director of the Global Localization Team at Dell, shares his insights in this free Brand2Global webinar presented in association with the Content Wrangler.
To translate or not to translate? Local Ad-agency or marketing teams are much better suited for crafting relevant local copy for marketing campaigns; they understand the local culture and they aren’t restrained by being “true to the source.” The conundrum that enterprises are facing though, is they just can’t afford the cost, time, and resource investment to have a marketer in every local. For the enterprise, translations isn’t about getting your message into local language, it’s about doing it at scale. Translation may be the worst way to get quality local copy… but it’s the only way that furthers business goals.
In this free webinar, listen to Wayne Bourland (Dell’s Global Localization Team Director) as he challenges perceptions that the reason companies translate marketing is not to get good quality local copy. If getting the best possible local copy was the only goal, companies would either use in-market employees or ad agencies with experience in local markets… they wouldn’t translate. Ultimately, translation may be the worst way to get quality local copy, but doing it at scale any other way just costs too much, takes too much time and requires too much overhead.
Wayne Bourland (Director, Global Localization Team at Dell)
Wayne Bourland is recognized as an agent for change, driving innovation and process efficiencies across global organizations. After a decade-long career in the US Army, he joined Dell, starting as a rep in the call center and quickly moving to managing call centers, launching call centers globally, and then into content management and localization. He is currently responsible for translation of Dell.com and marketing collateral for more than 100 organizations across Dell. With no background in linguistics, he approaches the industry with a different perspective, focusing on end value and customer acceptance versus traditional industry key performance indicators.
3 Take-aways from the webinar:
- Understand what you can expect from the translation process and what you can’t.
- Learn to define a tiered approach where the majority of the work goes through a translation process (which can be further tiered for standard marketing and copywriting) and extract a smaller subset that should remain with ad agencies.
- Learn how to develop robust quality checkpoints to triangulate on the right balance of quality, velocity and cost.