Expanding in new markets and creating global marketing strategies can be challenging. Aspects like coordination, prioritisation, language and cultural differences, can create headaches for marketers.
One of the most important challenges though, is finding the right words to tell your brand’s story in a different market. Translation on it’s own is not effective, and failing to see beyond that can create multiple hurdles when expanding in new markets. Transcreation therefore is the way forward. Adapt Worldwide, defines transcreation as “creatively adapting or creating any communication asset from one language into another while preserving the intent, style, tone and context of the original”.
Alicia Miller from our partner Adapt Worldwide, discuss the common misconceptions of international marketing that marketers have formed over time, when expanding in new markets.