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Glossary entry

German term or phrase:

Präsenzausrichtung

English translation:

editorial direction of their (online) media presence

Added to glossary by Andreea Sepi, MCIL (X)
Oct 2, 2018 15:39
6 yrs ago
2 viewers *
German term

Präsenzausrichtung

German to English Marketing Business/Commerce (general)
Hi guys,

Struggling to find a suitable translation for "Präsenzausrichtung". Here's the sentence for context:

"Sowohl die Kanalauswahl als auch die Präsenzausrichtung mit ihrer inhaltlichen Themenausrichtung und -aufbereitung wird mit dem Fokus auf eine bestmögliche Nutzerzentrierung getroffen."

It's to do with a company's marketing strategy using social media, e.g. Facebook.

Suggestions welcome.

Thanks,

Gavin
Proposed translations (English)
3 +2 Both the choice of channels and the editorial direction of their online media presence,...
3 +1 design of the website
4 online visibility
4 strategic direction
3 orientation of the online presence
3 online presence targeting
Change log

Oct 10, 2018 12:46: Andreea Sepi, MCIL (X) Created KOG entry

Discussion

Yorkshireman Oct 3, 2018:
Online presence? A not so brief explanation Up until a few years ago, an online presence was dominated by a company website. Since mobile devices have become almost the norm, and fewer users actually interact with brands from a PC or laptop, the most important elements of such a presence are social media such as Twitter, Facebook, Instagram etc. On such platforms, opinion makers, key opinion leaders, brand or product endorsers, journalists, brand ambassadors, bloggers and influencers (generally classed as experts, realists, activists and entertainers) generate relationships between users and the brand/product/company. Many companies create communities (or fan bases) who share their experiences/wishes with the brand in these media channels - with fellow community members and the brand itself. The importance of such feedback for the company is obvious - it generates brand loyalty, interest and statistics that enable the brand to identify leads within the community and address them with target-group-relevant content.
Yorkshireman Oct 3, 2018:
Where's the problem? 1) "Kanalauswahl wird getroffen".
2) The content and content generation for the chosen channels will be as user-centric as possible.

The style is, admittedly, typical marketing-speak.
Stuart and Aida Nelson Oct 3, 2018:
@ Gavin - Source Text - Kontext Can you clarify if there is something missing in the sentence, please?
It is important to have your feedback in order to be able to help.

It reads:

Sowohl die Kanalauswahl als auch die Präsenzausrichtung [...] wird mit dem Fokus auf eine bestmögliche Nutzerzentrierung getroffen

However, trying to rewrite the sentence for better understanding I get this:

Wenn die Kanalauswahl und die Präsenzausrichtung [..] [eingestell werden = my interpretation], wird [dieser Prozeß] mit dem Fokus auf eine bestmögliche Nutzerzentrierung getroffen.

Am I missing or misunderstanding something?

Is this about setting the Facebook page?
Yorkshireman Oct 3, 2018:
Ghastly as it may be.... ...it is a word that is universally used in the marketing and advertising industry - whether we like it or not. Here, the presence is oriented towards/focuses on/is dedicated to/concentrates on providing users/customers with precisely what the company assumes they want. There's an equally ghastly word in German, or at least one that is almost always used incorrectly in marketing - Ansprüche
Stuart and Aida Nelson Oct 3, 2018:
Ausrichtung and @ Yorkshireman Generally speaking, I would say 'Ausrichtung" ist ein 'böses Wort' in translation, somebody else said ghastly:) :)! Many times 'Ausrichtung' is superfluous and meaningless or describes something completely different. To my understanding ' 'Präsenzausrichtung ' here has to do with attracting users/ customers. I agree with 'addressing target groups'.
Yorkshireman Oct 3, 2018:
Ausrichtung of which Konfiguration comes closest.

This is about is the precision with which target groups are addressed in the media channels they use. For example, car fans will want to read about wheels, tyres, accessories, tuning, pimping and the like, so the company focuses tightly on such interests. Despite your agree, it is about various media channels, not only, but also including the company website. Hardly any company relies exclusively on websites anymore - today, they address their fans on Twitter and Facebook etc. to get direct feedback about their products or services.

BTW: Go down one segment in openthesaurus:
Ausrichtung · Führungshilfe · Guideline (engl.) · Handlungshilfe · Kurs · Leitfaden · Leitlinie · Linie · Marschrichtung · Maßgabe · **Orientierung** · Programm · Programmatik · Richtlinie · Richtmarke · Richtschnur · Vorgabe · Zielsetzung · Zielstellung · Zielvorgabe · Zielvorstellung
Stuart and Aida Nelson Oct 3, 2018:
AUSRICHTUNG = Synonyms Adaptierung · Adaption · Angleichung · Anpassung · Ausrichtung · Einstellen · Einstellung · Justierung · Kalibrierung · Konfiguration · Regulierung · Umstellung

https://www.openthesaurus.de/synonyme/Ausrichtung
Lancashireman Oct 2, 2018:
Präsenzausrichtung mit ihrer ... -ausrichtung Not the best of German prose to work with, Gavin.

Proposed translations

+2
17 mins
Selected

Both the choice of channels and the editorial direction of their online media presence,...

... including the content topics and content generation, aims to employ the best possible user centered approach.
Reference:

https://analogfolk.com/news/setting-an-editorial-direction-for-branded-content

Peer comment(s):
agree Kalyani Gadre : Agree
10 mins
Thanks
neutral Stuart and Aida Nelson : I don't understand what this has to do with editorial. Would not editorial be related to newspapers, etc.?
18 hrs
Well, it is still media content and there are "editorial" decisions about what they choose to post online, the direction their website takes, the style and register they use, the readership they target
agree Sangeeta Joshi
1 day 12 hrs
Thanks
neutral Yorkshireman : This is not about websites alone, it's about relevant website AND social media content
1 day 18 hrs
Yes, I know, their entire online content, be it website, social media, blogs, landing pages etc.
Something went wrong...
4 KudoZ points awarded for this answer. Comment: "Thanks Andreea - I went with a variant of your suggestion. Thanks for everyone's input."
+1
4 hrs

design of the website

1) online presence = website
2) Ausrichtung: so vague as to deserve the vaguest English noun I know. Sometimes, I find myself forced to translate virtually all the nouns (Entwurf, Gestaltung, Konstruktion, Aufbau) in a single paragraph as 'design'.
3) Präsenzausrichtung mit ihrer ... -ausrichtung: What a woolly sentence this is.
4) Fokus as an alternative to Ausrichtung, but oh no, it comes later on in the sentence.
Peer comment(s):
neutral Yorkshireman : I agree with website - I posted it but scrubbed it - but I think it goes further, with social media, Facebook, Twitter & Co. We are in the western world (Like Lancashire)! There are much worse things than orientation - like alignment.
11 mins
I was considering posting a polite neutral next to yours about that ghastly word 'orientation' (occidentation).
agree Stuart and Aida Nelson : Jawohl! You have the right idea. It could also mean settings. Woolly sentence, I agree 100 Prozent with the woolly sentence. It is never too late to say hi :)
15 hrs
Hands across the Mersey etc
Something went wrong...
1 day 1 hr

online visibility

Increasing Your Brand’s Online Visibility Is Not as Hard as You Think

https://www.business.com/articles/increasing-your-brands-onl...

Online Visibility

Making your site visible is a different beast altogether. First and foremost, online visibility is all about SEO and how successfully you execute it. While acquiring some visibility can be no problem at all, gaining ‘visible visibility’ or noteworthy visibility can be an exceedingly difficult task depending on your industry and niche.

https://www.i3media.net/blog/online-presence-vs-online-visib...

To increase online visibility, the best marketing activities are:

https://masterful-marketing.com/increase-online-visibility/

What is online visibility

https://www.onlinekickstart.com/online-visibility/
Peer comment(s):
neutral Yorkshireman : A new name for increasing brand awareness and perception in multiple online channels But, unfortunately, I have to remain stubborn - it's not about a website! As Gavin wrote, it's about "social media, e.g. Facebook" and channel choice (which social media)
59 mins
This is what Präsenzausrichtung is about. German logic: if I set my website for certain target group ---> direction, I get visibility. I tell you, Ausrichtung!!! And I agree with you 100% with Anspruch, another monster :)
Something went wrong...
1 hr

orientation of the online presence

In context:

Both the choice of channels and the orientation of the online presence with regard to content and content generation will maintain the tightest possible focus on user centricity (or customer centricity).

--------------------------------------------------
Note added at 22 hrs (2018-10-03 14:15:13 GMT)
--------------------------------------------------

Analyzing media types and content orientations in Facebook for global brands: https://www.emeraldinsight.com/doi/abs/10.1108/JRIM-05-2014-...

E-marketing orientation and social media implementation in B2B marketing
https://www.emeraldinsight.com/doi/abs/10.1108/EBR-03-2015-0...

The Role Of Paid, Owned And Earned Media In Your Marketing Strategy
Create engaging, customer-oriented, and problem-solving content through owned media, with paid efforts, get that content strategically placed where it can be spotted by your target audience, and finally, earn the audience’s trust and support and turn them into your brand advocates.
https://www.forbes.com/sites/oracle/2018/09/27/this-develope...

How is your organization oriented: around the Customer or your product? How well is the organization matrixed across departments that pull together for Customer-facing interactions? If you find that your company is oriented on the product or the functions of the various departments, you need to address the orientation first to get the channels in sync.
https://beyondphilosophy.com/5-tests-to-reveal-how-customer-...

Developing a User Centric Content Strategy

https://seo-hacker.com/developing-user-centric-content-strat...

How to Write User-Oriented Content More Quickly
https://contentmarketinginstitute.com/2016/11/write-user-ori...

YOUR point of contact when it comes to the ideal orientation of your online presence.
https://www.online-birds.com/en/services/webdesign/


--------------------------------------------------
Note added at 23 hrs (2018-10-03 14:39:48 GMT)
--------------------------------------------------

From strategic orientation to social media orientation: Improving SMEs’ performance on social media
https://www.emeraldinsight.com/doi/abs/10.1108/JSBED-11-2015...

--------------------------------------------------
Note added at 1 day 18 hrs (2018-10-04 10:33:56 GMT)
--------------------------------------------------

https://dictionary.cambridge.org/dictionary/english/oriented
https://dictionary.cambridge.org/dictionary/english/market-o...
https://www.ama.org/publications/eNewsletters/MarketingInsig...
Peer comment(s):
neutral Stuart and Aida Nelson : I have just read that you agree with website. The problem is that when you google 'orientation' you get almost invariably links for colleges, universities offering 'online orientation' https://seattlecentral.edu/enrollment-and-funding/enrollment...
1 day 12 mins
And the websites posted above? All of which concern marketing. A website is only part of an online presence, social media are becoming more and more important to companies - therefore only partial agreement.
Something went wrong...
3 days 12 hrs

strategic direction

Both the channel selection and the strategic direction along
with content choices and development are designed to
keep the focus on the user/keep the user front and center in the most effective way

--------------------------------------------------
Note added at 4 days (2018-10-07 11:13:05 GMT)
--------------------------------------------------

Strategic direction indicates areas where they want to have a strong presence or make an impact with an audience. But the word presence alone is insufficient to express the German concept of 'Präsenz'. Compare with this:
​"​Präsenz zeigen bedeutet, die Menschen für sich zu gewinnen​." https://stephanheinrich.com/2016/07/20/praesenz-zeigen/​
Something went wrong...
5 days

online presence targeting

A strategy to ensure the product's presence is felt at certain desired market segments (IMHO).

--------------------------------------------------
Note added at 5 days (2018-10-08 03:55:37 GMT)
--------------------------------------------------

An improved example sentence: The use of Artificial Intelligence and the Big Data will enable a more accurate targeting of the online presence of the product.
Example sentence:

Artificial Intelligence and Big Data will be able to more accurately target the intended online presence.

Something went wrong...
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