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Transversalidad

English translation: Crossing channels (i.e., don't translate it)

16:47 Mar 20, 2020
Spanish to English translations [PRO]
Marketing - Business/Commerce (general)
Spanish term or phrase: Transversalidad
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!
Mark Harris
France
Local time: 18:13
English translation:Crossing channels (i.e., don't translate it)
Explanation:
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"
Selected response from:

Robert Carter
Mexico
Local time: 10:13
Grading comment
I went down the not translating it avenue, thanks!
4 KudoZ points were awarded for this answer



Summary of answers provided
3 +3Crossing channels (i.e., don't translate it)
Robert Carter
4marketing cruzado / cross marketing
Maria Gonzalez
3 +1transversal perspective
liz askew
3intersecting
Lydia De Jorge
3...agility...
Chris Pr
1 +1transversality
Taña Dalglish


  

Answers


8 mins   confidence: Answerer confidence 3/5Answerer confidence 3/5
intersecting


Explanation:
I think it fits. Suerte.

Lydia De Jorge
United States
Local time: 11:13
Specializes in field
Native speaker of: Native in SpanishSpanish, Native in EnglishEnglish
PRO pts in category: 175
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10 mins   confidence: Answerer confidence 3/5Answerer confidence 3/5 peer agreement (net): +3
Crossing channels (i.e., don't translate it)


Explanation:
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"

Robert Carter
Mexico
Local time: 10:13
Specializes in field
Native speaker of: Native in EnglishEnglish
PRO pts in category: 212
Grading comment
I went down the not translating it avenue, thanks!

Peer comments on this answer (and responses from the answerer)
agree  MPGS: :-)
1 hr
  -> Thanks, MPGS :)
agree  Facundo Pallero
5 hrs
  -> Thanks, Facundo.
agree  James A. Walsh
19 hrs
  -> Thanks, James.
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12 mins   confidence: Answerer confidence 1/5Answerer confidence 1/5 peer agreement (net): +1
transversality


Explanation:
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?


Taña Dalglish
Jamaica
Local time: 11:13
Works in field
Native speaker of: English
PRO pts in category: 174

Peer comments on this answer (and responses from the answerer)
agree  neilmac: Am fine - I live like a hermit anyway. The family back in Scotland are OK too. Cheers :-)
2 hrs
  -> 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   confidence: Answerer confidence 4/5Answerer confidence 4/5
marketing cruzado / cross marketing


Explanation:
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.


    https://www.economiasimple.net/glosario/cross-marketing
Maria Gonzalez
United States
Local time: 12:13
Works in field
Native speaker of: Native in SpanishSpanish
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1 hr   confidence: Answerer confidence 3/5Answerer confidence 3/5 peer agreement (net): +1
transversal perspective


Explanation:
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 ...

--------------------------------------------------
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.

liz askew
United Kingdom
Local time: 17:13
Native speaker of: Native in EnglishEnglish
PRO pts in category: 128

Peer comments on this answer (and responses from the answerer)
agree  neilmac: I'd either use this, or just "tranversality" on its own...
1 hr
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7 hrs   confidence: Answerer confidence 3/5Answerer confidence 3/5
...agility...


Explanation:
...if Robert's suggestion doesn't work for you....

Chris Pr
United Kingdom
Local time: 17:13
Native speaker of: Native in EnglishEnglish
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