We had a wonderful time in Barcelona, and as promised, we are back to let you know what we did there. When attending such conferences the days are usually hard and long, but the benefits you obtain (and not only in terms of business opportunities) are worth the effort.
Jensen Localization's Business Development Manager, Alicia González, attended very interesting conferences about sales, marketing, market trends, technology, new business lines, and she also had the opportunity to meet with some of our clients and exchange views on the localization industry. This is also a great place to get feedback from our clients, which we are happy to say has always been positive.
Interoperability and Machine Translation were the main topics discussed during the TAUS Executive Forum. Interoperability is an issue for stakeholders (end clients, LSPs and software developers). It costs companies a fortune and it goes beyond finding a common file format that is supported by all translation tools. Regarding Machine Translation, everybody agreed that it is here to stay and that each company needs to find the way in which MT will fit their procedures. Some participants showed how MT increased their productivity but also explained why they have not been able to get better results. You can find more information about these two debates in http://www.translationautomation.com/perspectives/kicking-off-the-great-translation-debate-series.html.
Something that raised our interest in Localization World was the concept of T
ranscreation. Often known as “marketing translation” or “copywriting”, we think this will soon have a bigger place in the industry. Companies spend more and more money on marketing campaigns and tools, and despite the increase of social networks and blogging, products still need to be accompanied by interesting marketing texts that are appealing to the prospect client. And these texts also have to be appealing to the prospects in the countries where they will be marketed. As translators, we sometimes talk about creativity, but you will agree with us that it is hard to be very creative when you translate a printer manual. So, this concept of “transcreation” really has a sense in marketing culture, and we do not think it is just a term created by a group of translators feeling more important than others. At Jensen Localization we are really interested in this concept and we are going to do more research on it so that we can also offer to our clients another tool to improve their marketing efforts.
Now we have a batch of ideas to be developed. After attending conferences there is always a lot of follow-up work to be done, but at Jensen Localization we do this with pleasure!
In the picture, our Business Development Manager, Alicia González, with CPSL's Alien (www.cpsl.com).
Jensen Localization's Business Development Manager, Alicia González, attended very interesting conferences about sales, marketing, market trends, technology, new business lines, and she also had the opportunity to meet with some of our clients and exchange views on the localization industry. This is also a great place to get feedback from our clients, which we are happy to say has always been positive.
Interoperability and Machine Translation were the main topics discussed during the TAUS Executive Forum. Interoperability is an issue for stakeholders (end clients, LSPs and software developers). It costs companies a fortune and it goes beyond finding a common file format that is supported by all translation tools. Regarding Machine Translation, everybody agreed that it is here to stay and that each company needs to find the way in which MT will fit their procedures. Some participants showed how MT increased their productivity but also explained why they have not been able to get better results. You can find more information about these two debates in http://www.translationautomation.com/perspectives/kicking-off-the-great-translation-debate-series.html.
Something that raised our interest in Localization World was the concept of T
ranscreation. Often known as “marketing translation” or “copywriting”, we think this will soon have a bigger place in the industry. Companies spend more and more money on marketing campaigns and tools, and despite the increase of social networks and blogging, products still need to be accompanied by interesting marketing texts that are appealing to the prospect client. And these texts also have to be appealing to the prospects in the countries where they will be marketed. As translators, we sometimes talk about creativity, but you will agree with us that it is hard to be very creative when you translate a printer manual. So, this concept of “transcreation” really has a sense in marketing culture, and we do not think it is just a term created by a group of translators feeling more important than others. At Jensen Localization we are really interested in this concept and we are going to do more research on it so that we can also offer to our clients another tool to improve their marketing efforts.Now we have a batch of ideas to be developed. After attending conferences there is always a lot of follow-up work to be done, but at Jensen Localization we do this with pleasure!
In the picture, our Business Development Manager, Alicia González, with CPSL's Alien (www.cpsl.com).
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