Covid-19 Impact on Translation Services and Marketing Transcreation


Nowadays, everyone on the earth is somehow affected by the COVID-19 pandemic. We can say that this pandemic has become, after climate change, the most challenging issue. As business procedures are hit hard by this crisis, the internet has become a key changer, as it is adaptable. The translation industry has become more significant for businesses because they want to reach new markets. The current overwhelming wave of further information associated with the pandemic leads to more translations. In fact, translation connect businesses all around the world. Therefore, an extensive web audience is essential, accompanied by more marketing content that requires many languages. Many people worldwide spend more time at home, which causes more content. More content automatically means a higher demand for translation services.

Client expectations

The European language industry survey 2020 showed that there are several important factors for a good translation. At the top, we got the quality itself. The translation should contain the same meaning as in the source language. Therefore, a native translation person is required to deliver the right quality. A professional translator understands the message’s context and cultural aspects and it matches your business’s original intent. In the second place, we have the reliability & time delivery. When it comes to the point of pricing, it depends on the type of client. Surprisingly the overall speed has less importance.


Transcreation is a combination of translating and creation. It goes beyond a simple translation. The focus lies on context, emotion, and intent. This will help businesses to deliver their message in a meaningful and cultural way. Furthermore, the implementation of visual elements is considered to match the cultural preferences.

Marketing Transcreation

Due to the governments’ restrictions, many businesses have to find new channels to stay in touch with their customers. E-commerce, digital services, and restaurants need more advertisement. For example, they need translation for product descriptions or measures that companies are taking to protect people. Moreover, going multilingual will increase your Search Engine Optimization. Hence marketing transcreation covers the whole project. Humor, slang and branding are included.

As an example, we can take an advertisement for a Chinese audience. The colour scheme seems quite important because Chinese is a context related language. Red colour stands for happiness, and white stands for death. Pepsi had already failed in the past when they translated,, Come alive with the Pepsi Generation” into,, Pepsi brings your ancestors back from the dead”. To avoid these mistakes, a native speaker is essential because, in the end, insufficient work by the translation service can backfire. At this point, Katrium jumps in. The company with long experience covers a huge network of freelancers worldwide and always ensures translation services by a native speaker, especially during the pandemic.

To summarize, in a globalized world, translation services are indispensable if you want to sell your product to people who speak different languages. Surveys have shown that 75 % of buyers prefer to buy products in their native language. This underlines the importance of translation services. So be a part of the globalization and translate your content! Keep in mind there will be a need for communication, and translation services drive those.

Tags: No tags

Leave a Reply

This site uses Akismet to reduce spam. Learn how your comment data is processed.