What we can learn about marketing in the Balkans from a political argument/marketing stunt gone wrong.
Most people have heard of the tensions in our region. So when you mix that with people’s desire to support local brands rather than supporting ones abroad, it’s no surprise that it’s the recipe for a PR disaster. Although, this example we’re using happened a couple of years ago, it’s still relevant today which is why we thought we’d share it. Back in 2016, Croatian president Kolinda went about her normal duties by meeting school children and gave them chocolate. This doesn’t really sound like headline news now does it, but please bear with us. The whole issue stemmed
Machine translation has been a bit of a buzz word lately. When Google announced that they were launching their Neural Machine translation platform, it made headline news, which those of you know about our industry know never happens! When machine translation first came out, translators were paranoid they’d be out of their jobs, but now, MT has been widely accepted by the translation community. Instead of losing out to AI, many translators have found themselves doing a lot more post-editing work. Some languages have been proven to be more successful than others when it comes to machine translation, so we’ve
I NEED A TRANSLATION INTO ONE OF THE BALKAN LANGUAGES. IS IT SERBO-CROATIAN, YUGOSLAVIAN, OR SOMETHING ELSE?
So, your company has decided to enter the markets of four of the several countries that were once part of Yugoslavia: Croatia, Serbia, Bosnia and Slovenia. You ask yourself: “How many languages do I have to localize my documents into? Don’t folk there speak one language? Or is it perhaps two or even more languages?” Maybe you’ve heard someone mentioning Serbo-Croatian as the language spoken in the region. You might think it would be great budget-wise if you could translate your documents into one language that would cover all four markets. Well, it’s not that simple… BOSNIAN, CROATIAN AND SERBIAN