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.

Jeff Molander

Published 13 July, 2010 by Jeff Molander

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 regular contributor to Econsultancy. 

29 more posts from this author

You might be interested in

Comments (4)



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.

about 8 years ago

Jeff Molander

Jeff Molander, CEO at Molander & Associates Inc.

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!

about 8 years ago

Matt Train

Matt Train, Operations Director at TranslateMedia

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.

almost 8 years ago


website translation

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.

almost 8 years ago

Save or Cancel

Enjoying this article?

Get more just like this, delivered to your inbox.

Keep up to date with the latest analysis, inspiration and learning from the Econsultancy blog with our free Digital Pulse newsletter. You will receive a hand-picked digest of the latest and greatest articles, as well as snippets of new market data, best practice guides and trends research.