In 90 seconds I present my case for digital marketing leadership: Marketers are translators.
They're no longer artists who deliver messages, they're interactive, experiential shepherds that discover need as it evolves in real time.
Marketers are translators
Jeff Molander is a professional speaker, publisher and accomplished entrepreneur having co-founded what is today the Google Affiliate Network. He can be reached at . He is a guest blogger on Econsultancy.
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Reader comments (4)
8:39AM on 14th July 2010
As Head of Localisation for a multi-platform global content provider, it's great to see the word 'translators' up there with 'marketing' and 'leadership' - but I think that marketers need to be both messengers and translators, working hand-in-hand. We need to listen to our clients, identify their needs (across multiple markets) and formulate a core message that works for them, but is also informed by local requirements. The translator has to understand that message, and taking into account target language, culture etc, adapt it accordingly.
CEO at Molander & Associates Inc.
12:54PM on 14th July 2010
Agreed, Zoey. Thank you for your thoughtful words urging some balance to my comments. In trying to make the point we seem to appreciate I don't want to get carried away!
Operations Director at TranslateMedia
4:32PM on 20th July 2010
Agreed with Zoey that its great to see the word Translator up there with Marketing and Leadership. We see a real convergence of the two aspects, and the best way for that to happen is probably in partnership. The translation and localisation aspect is too often seen as a troublesome secondary, less important process in our experience. In reality you need to approach both with the same level of nuance.
12:37PM on 8th September 2010
Totally agree with Zoey, Translator is needed along with marketing and leadership. But I think this will not be needed further as google is launching a new voice to voice translation. I think machines are now perfect competitor of humans.
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