Marketing translations for technology companies

“Vorsprung durch Technik”
It could have been translated. Thankfully, it wasn’t.

Our colleagues in English-speaking countries are still grateful for this today. Otherwise, for years they would have had to read a German-sounding slogan like: The technical edge. Being first in technology. A lead by technology. Ahead by technology. Leading in technology. Technical ahead. Technology way ahead. Or driving lead technologies, etc. But it was just left like that. And as fans of great marketing, we’re thrilled that Audi chose to leave their slogan in German.

To see such an unapologetically German sentence in the English-speaking media is attention-grabbing, unique, smart, and provocative. It shows courage, a culture of innovation, and pride in the “Made in Germany” label. In short, it is the greatest possible sales driver for a technology product from Germany. Ultimately, good marketing can be recognized by good thinking. We recognize that, too, and we love to communicate it in 40 languages.

So if you don’t happen to have a globally active advertising agency for your multilingual marketing: ask us!

For some, offshoring is the right approach.
We prefer to focus on quality.

Resisting the trend towards offshoring, Gemino has gathered all of our core competencies in one place. In our Berlin office, project management, DTP, engineering, and cross-language quality assurance work side-by-side. This enables us to respond quickly and guarantee a stable level of quality.

We have in-house native speakers to help overcome the specific linguistic and cultural challenges of markets such as China and Japan, helping us communicate and solve problems at short notice across all specialist areas. The result? Your marketing material retains all of its effectiveness in the target language.

Our services in the field of marketing


  • Preparation and optimization of master documents and content for translation
  • Proper processing of a wide variety of file formats or content from all common content management systems
  • Integration of content via CMS and PIM/MAM systems


  • Translation and revision of marketing material using translation memory technology for digital use and print
  • Translation and localization of digital media such as video, e-learning, and social media content (incl. subtitling and audio recording) as well as SEO
  • Integration of current software tools to increase efficiency
  • Transcreation for optimal adaption of marketing material to target markets and groups
  • Optimized workflows for in-country reviews
  • Organization and processing of in-country reviews to integrate your technical and product experts in the target countries


  • Desktop publishing in strict compliance with corporate guidelines right through to the final document

Terminology & style

  • Setup and maintenance of termbases (terminology management)
  • Tools and processes to provide company-wide access to terminology
  • Creation of corporate language manuals and style guides

Smart workflows

  • Smart marketing workflow for optimal translation of documents with distinctive marketing and technical components
  • Workflows for updating documents / marketing assets
  • Efficient workflows for updating online and offline content
  • UI workflow for consistent quotation of UI strings in the associated user documentation
  • Optimized workflows for all common digital content – from brochures and websites to social media and e-learning

Machine translation

  • Selection and training of MT engines as well as encoding of terminology
  • MT-supported translation
  • MT with post-editing (if project framework conditions are appropriate)


  • Consulting on all process and technology-related issues
  • Evaluation, selection, and support for rollout of tools & software
  • Development and rollout of terminology processes

Monitoring & process documentation

  • Provision of an individual monitoring system for project status, quality, and budget
  • Quality measuring and reporting
  • Development and processing of specific workflows for content approval/release including management of the required documentation

When routine approval steps turn into valuable feedback

In-country reviews can be challenging to implement in translation processes: Are we talking about changes or corrections? What specifications apply? Who should be involved? And, above all, are they really necessary? Gemino has answers to these questions and this article will demonstrate how insights can be gained even from basic, standardized reviews.

Read more…

Dynamic workflows? Yes, please.
And not just because we like the way it sounds.

Dynamic workflows mean exactly that. We don’t just find the single optimal workflow for your individual requirements, because when requirements change, workflows change too. We have the structures and tools to continuously align the scope of services, quality, and budget with your needs.

To do this, we constantly check all procedures and translation processes. Working with you, we can then identify any necessary adjustments. Cooperation becomes a dynamic process that leads to the best possible results in the long term.