Mar 20, 2020 16:47
4 yrs ago
42 viewers *
Spanish term
France
Quality, accuracy and flexibility
Native in: English (Variants: British, UK) 
Works in: French to English, Spanish to English
Transversalidad
Spanish to English
Marketing
Business/Commerce (general)
I think I have a reasonable understanding of what is essentially meant by this term within the context of the source text, but I'm struggling to determine if there is a specific marketing term that should be used to translate it. The translation is a text about different marketing strategies (omnichannel, crosschannel, multichannel models), and this particular sentence relates to the crosschannel model:
"Y entonces aparece el Crosschannel en escena y empezamos a pensar en transversalidad, entendida como los clientes moviéndose por los diferentes canales para hacer una misma compra."
They helpfully explain the meaning of the term within the text itself, but if anyone knows of a specific way to translate it within the world of marketing I would greatly appreciate your help!
"Y entonces aparece el Crosschannel en escena y empezamos a pensar en transversalidad, entendida como los clientes moviéndose por los diferentes canales para hacer una misma compra."
They helpfully explain the meaning of the term within the text itself, but if anyone knows of a specific way to translate it within the world of marketing I would greatly appreciate your help!
Proposed translations
(English)
Proposed translations
+3
10 mins
Robert Carter
Mexico
Mexico
Native in English
Specializes in field
Mexico
Translating full-time since 1998
Native in: English (Variant: British)
Works in: Spanish to English
Related KudoZ points
:
212
Selected
Crossing channels (i.e., don't translate it)
From the look of it, they're using this word to explain the term "crosschannel" for those Spanish speakers. I don't think you need to translate back into English again, so the best approach, IMO, is to make a free translation of the sentence, a la:
"Then you have "Crosschannel", which refers to customers switching between different channels over the course of the same purchase"
"Then you have "Crosschannel", which refers to customers switching between different channels over the course of the same purchase"
4 KudoZ points awarded for this answer.
Comment: "I went down the not translating it avenue, thanks!"
8 mins
Lydia De Jorge
United States
United States
Native in Spanish
&
English
Specializes in field
United States
Don't just say it, say it right!
Native in: Spanish 
, English
Works in: English to Spanish, Spanish to English, English, and 1 more.
Related KudoZ points
:
175
intersecting
I think it fits. Suerte.
+1
12 mins
Taña Dalglish
Jamaica
Jamaica
Native in English
Works in field
Jamaica
Translating the Ideas Behind the Words
Native in: English (Variant: British)
Works in: Spanish to English, English to Spanish, French to English, and 2 more.
Related KudoZ points
:
174
transversality
https://www.igi-global.com/gateway/article/162756#pnlRecomme...
Impact of Cross-Channel Strategy on Brand's ... - IGI Globalwww.igi-global.com › view title
fact that customers now use different channels to get information or to buy ... Cross-channel strategy (CCS) can be understood as the superposition of ... is clear and customers have moved from an offline behavior, to web-to-store, ... covers two attributes: transversality and complementary of sales or distribution channels.
Impact of Cross-Channel Strategy on Brand's Commitment:www.irma-international.org › view title
PDF https://webcache.googleusercontent.com/search?q=cache:bR6VB9...
Cross-Channel Strategy: definition, Characteristics, and Managerial Issues The notion of cross-channel can be defined as a parallel or simultaneous use of different and complementary distribution channels (Chen, Griffith, and Wan, 2004; Zhang et al., 2010). This concept covers two attributes: transversality and complementary of sales or distribution channels. From an academic point of view, the phenomenon of integrated sales or cross-channel activity has become in recent years a major issue in Management Sciences (Bèzes and Jardat, 2014), specifically in marketing and information systems. In managerial terms, the cross-channel marketing is considered a strategictrend in European retail markets for years to come (Rittinger and Zentes, 2012), mainly because of theincrease of competition and evolution of the customer’s purchasing behavior. It is clear that “companies are still struggling to coordinate their Internet marketing activities and traditional channels” (Belvauxand Notebaert, 2015). From their perspective, customers are increasingly demanding and versatile,asking for more cross-channel interactions with brands (Bèzes and Jardat, 2014).
I also thought about "cross-cutting", but "transversality" appears to be the term, at least used in links above, albeit you may not necessarily like the term. I am not too fond of "transversality", but it is a question of what is in common use in marketing, isn't it?
Impact of Cross-Channel Strategy on Brand's ... - IGI Globalwww.igi-global.com › view title
fact that customers now use different channels to get information or to buy ... Cross-channel strategy (CCS) can be understood as the superposition of ... is clear and customers have moved from an offline behavior, to web-to-store, ... covers two attributes: transversality and complementary of sales or distribution channels.
Impact of Cross-Channel Strategy on Brand's Commitment:www.irma-international.org › view title
PDF https://webcache.googleusercontent.com/search?q=cache:bR6VB9...
Cross-Channel Strategy: definition, Characteristics, and Managerial Issues The notion of cross-channel can be defined as a parallel or simultaneous use of different and complementary distribution channels (Chen, Griffith, and Wan, 2004; Zhang et al., 2010). This concept covers two attributes: transversality and complementary of sales or distribution channels. From an academic point of view, the phenomenon of integrated sales or cross-channel activity has become in recent years a major issue in Management Sciences (Bèzes and Jardat, 2014), specifically in marketing and information systems. In managerial terms, the cross-channel marketing is considered a strategictrend in European retail markets for years to come (Rittinger and Zentes, 2012), mainly because of theincrease of competition and evolution of the customer’s purchasing behavior. It is clear that “companies are still struggling to coordinate their Internet marketing activities and traditional channels” (Belvauxand Notebaert, 2015). From their perspective, customers are increasingly demanding and versatile,asking for more cross-channel interactions with brands (Bèzes and Jardat, 2014).
I also thought about "cross-cutting", but "transversality" appears to be the term, at least used in links above, albeit you may not necessarily like the term. I am not too fond of "transversality", but it is a question of what is in common use in marketing, isn't it?
Peer comment(s):
| agree |
neilmac
: Am fine - I live like a hermit anyway. The family back in Scotland are OK too. Cheers :-)
2 hrs
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Thanks Neil. How you doing - staying safe I hope! // Me too, so no problem with the social distancing. LOL. Good to hear and the family too! Continue to stay safe.
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13 mins
Maria Gonzalez
United States
United States
Native in Spanish
&
English
Works in field
United States
Legal, sociology, medicine and technical
Native in: Spanish (Variants: Latin American, Argentine) , English (Variant: US)
Works in: English to Spanish, Spanish to English
marketing cruzado / cross marketing
Hola, Mark. Me parece que se está refiriendo a esta frase. Abajo adjunto un link con la definición. Por favor, fijate si es lo que estás buscando. Como verás, se utiliza de las dos maneras. Espero te sea útil. Saludos, María.
+1
1 hr
transversal perspective
Search Results
Web results
VP Sales Strategy & Operations - Broomfield, CO - 03/01/2020 13:43 ...www.jobserve.com › search-jobs-in-Colorado,-USA
Build a transversal perspective (cross-category, cross-channel) and build ... sales planning, broker management, direct customer selling experience, and ...
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Note added at 1 hr (2020-03-20 18:05:01 GMT)
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or
transversal approach
How technology is changing revenue management in 2020 ...www.itproportal.com › features › how-technology-is-changing-reven...
10 Dec 2019 - The five trends of hotel revenue management in 2020. ... endanger your business, so it's time to think multi-channel and be more dynamic. ... and team focus, moving towards a transversal approach to different departments.
Web results
VP Sales Strategy & Operations - Broomfield, CO - 03/01/2020 13:43 ...www.jobserve.com › search-jobs-in-Colorado,-USA
Build a transversal perspective (cross-category, cross-channel) and build ... sales planning, broker management, direct customer selling experience, and ...
--------------------------------------------------
Note added at 1 hr (2020-03-20 18:05:01 GMT)
--------------------------------------------------
or
transversal approach
How technology is changing revenue management in 2020 ...www.itproportal.com › features › how-technology-is-changing-reven...
10 Dec 2019 - The five trends of hotel revenue management in 2020. ... endanger your business, so it's time to think multi-channel and be more dynamic. ... and team focus, moving towards a transversal approach to different departments.
7 hrs
...agility...
...if Robert's suggestion doesn't work for you....
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