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aterrizar

English translation: focus [...] on

GLOSSARY ENTRY (DERIVED FROM QUESTION BELOW)
Spanish term or phrase:aterrizar
English translation:focus [...] on
Entered by: Charles Davis

16:57 Jun 28, 2011
Spanish to English translations [PRO]
Marketing - Marketing / Market Research
Spanish term or phrase: aterrizar
Hi, I'd appreciate your help with this term.

Sorry if there isn't much context but they are short answers to a survey. The survey has been given to several marketing departments of a hardware and software company.

Context is (refers to the launch of products):
"¿Cómo podemos mejorar los lanzamientos para ayudarle a incrementar sus ventas/ingresos?
Aterrizando estos lanzamientos a casos de uso locales."

Thanks :)
Robert Mavros
Spain
Local time: 08:46
focus [...] on
Explanation:
"Aterrizar" used transitively like this is not in the DRAE but is by no means uncommon, in fact. It generally means bringing something down to concrete, specific terms: down to earth, as it were. In this context, I think the idea is best expressed as "focus": giving it a particular, concrete direction:

"Señaló que el reto vendrá después, porque hay que aterrizarlo a nivel municipal"
http://www.jornada.unam.mx/2011/06/24/sociedad/042n2soc

"Es necesario conceptualizar el programa y aterrizarlo a un mundo real"
http://www.peques.com.mx/la_resistencia_al_cambio_en_program...

"Posiblemente se deba a que trabajamos con un lenguaje aludiendo únicamente el nivel macroscópico sin llevarlo al nivel microscópico y aterrizarlo a las actividades que el alumno desarrolla en su vida diaria para generar un aprendizaje significativo."
http://sites.google.com/site/oaxacaenlaceionico/justificacio...

--------------------------------------------------
Note added at 48 mins (2011-06-28 17:45:59 GMT)
--------------------------------------------------

By the way, I didn't deliberately choose three Mexican examples, but it makes me wonder whether it is a Mexican usage.
Selected response from:

Charles Davis
Spain
Local time: 09:46
Grading comment
Selected automatically based on peer agreement.
4 KudoZ points were awarded for this answer



Summary of answers provided
4 +2target locally OR make relevant/relate locally
Yvonne Gallagher
4 +2focus [...] on
Charles Davis
3 +2adapt
Jenni Lukac (X)
4 +1consolidate
Yaotl Altan
4connect; anchor
Michael Powers (PhD)
3 +1align
Lisa McCarthy
5 -1Landing - (Landing Page)
Andy Watkinson


  

Answers


3 mins   confidence: Answerer confidence 4/5Answerer confidence 4/5
connect; anchor


Explanation:
By connecting these lauchings ...

By anchoring these launchings ...

Mike

Michael Powers (PhD)
United States
Local time: 03:46
Native speaker of: English
PRO pts in category: 56
Notes to answerer
Asker: thanks :)

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3 mins   confidence: Answerer confidence 3/5Answerer confidence 3/5 peer agreement (net): +2
adapt


Explanation:
You've got a dinger here. I'd say that the writer is talking about adapting a standard launch scenario to a specific place.

Jenni Lukac (X)
Local time: 09:46
Works in field
Native speaker of: English
PRO pts in category: 163
Notes to answerer
Asker: thanks :)


Peer comments on this answer (and responses from the answerer)
agree  Jairo Payan
3 hrs
  -> Cheers and thanks, Jairo.
agree  neilmac: Or focus. More a minger than a dinger IMO ;)
17 hrs
  -> Thanks, Neil. Robert is a brave fellow!
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6 mins   confidence: Answerer confidence 4/5Answerer confidence 4/5 peer agreement (net): +1
consolidate


Explanation:


Yaotl Altan
Mexico
Local time: 01:46
Specializes in field
Native speaker of: Native in SpanishSpanish, Native in ItalianItalian
PRO pts in category: 7
Notes to answerer
Asker: thanks :)


Peer comments on this answer (and responses from the answerer)
agree  eski: Consolidating...Nice! eski :))
29 mins
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7 mins   confidence: Answerer confidence 3/5Answerer confidence 3/5 peer agreement (net): +1
align


Explanation:
-

Lisa McCarthy
Spain
Local time: 09:46
Specializes in field
Native speaker of: Native in EnglishEnglish
PRO pts in category: 192
Notes to answerer
Asker: thanks :)


Peer comments on this answer (and responses from the answerer)
agree  neilmac: Also works (unless it turns out Andy-W is right)...
17 hrs
  -> Cheers, Neil :)
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25 mins   confidence: Answerer confidence 4/5Answerer confidence 4/5 peer agreement (net): +2
target locally OR make relevant/relate locally


Explanation:
target/relate/make relevant ...these launches/the marketing to local level...

this is about the local businesses/customers feeling this marketing has nothing to do with them, so they're suggesting an improvement would be to make it relevant or bring a local focus to it so targetted marketing is called for

A target market is a group of customers that the business has decided to aim its marketing efforts and ultimately its merchandise. A well-defined target ...
en.wikipedia.org/wiki/Target_market - Cached - Similar

Target Marketing Definition - Market Segmentation - Small Business ...Target marketing can be the key to a small business's success. ... for instance, I open a catering business offering catering services in the client's home, ...
sbinfocanada.about.com/od/marketing/g/targetmarketing.htm - Cached - Similar

Target Marketing: Know Your Customer Or Else - Business Know-HowTarget Marketing: Know Your Customer Or Else - Marketing your business isn't as simple as ... You'll be able to find your target market more easily. ... If you're constantly learning new skills for each client who walks in the door, ...
www.businessknowhow.com/marketing/target-market.htm - Cached - Similar

Doing business without knowing what your target market is will prevent you from ... By learning who your customers are; by finding out their real needs; ... Search the Internet and your local library for studies and data that have been ... to ask them if you could conduct surveys of their clients on their premises. ...
www.va-interactive.com/inbusiness/.../ibt/target_market.htm... - Cached - Similar

Target market: Definition from Answers.comtarget market Group of persons for whom a firm creates and maintains a ... "Small businesses that identify the needs of specific target markets—existing and ... has blossomed into a solid member of the local business community, ... use target marketing to determine who your next customers or clients should be. ...
www.answers.com › Library › Business & Finance - Cached - Similar.

Yvonne Gallagher
Ireland
Local time: 08:46
Works in field
Native speaker of: Native in EnglishEnglish
PRO pts in category: 8
Notes to answerer
Asker: thanks :)


Peer comments on this answer (and responses from the answerer)
agree  philgoddard
3 hrs
  -> many thanks Phil:-)
agree  neilmac: Target, although this text may be plagued with the word elsewhere...
16 hrs
  -> thanks! I knda like "relate to local conditions/market" myself
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46 mins   confidence: Answerer confidence 4/5Answerer confidence 4/5 peer agreement (net): +2
focus [...] on


Explanation:
"Aterrizar" used transitively like this is not in the DRAE but is by no means uncommon, in fact. It generally means bringing something down to concrete, specific terms: down to earth, as it were. In this context, I think the idea is best expressed as "focus": giving it a particular, concrete direction:

"Señaló que el reto vendrá después, porque hay que aterrizarlo a nivel municipal"
http://www.jornada.unam.mx/2011/06/24/sociedad/042n2soc

"Es necesario conceptualizar el programa y aterrizarlo a un mundo real"
http://www.peques.com.mx/la_resistencia_al_cambio_en_program...

"Posiblemente se deba a que trabajamos con un lenguaje aludiendo únicamente el nivel macroscópico sin llevarlo al nivel microscópico y aterrizarlo a las actividades que el alumno desarrolla en su vida diaria para generar un aprendizaje significativo."
http://sites.google.com/site/oaxacaenlaceionico/justificacio...

--------------------------------------------------
Note added at 48 mins (2011-06-28 17:45:59 GMT)
--------------------------------------------------

By the way, I didn't deliberately choose three Mexican examples, but it makes me wonder whether it is a Mexican usage.

Charles Davis
Spain
Local time: 09:46
Native speaker of: English
PRO pts in category: 64
Grading comment
Selected automatically based on peer agreement.

Peer comments on this answer (and responses from the answerer)
neutral  Andy Watkinson: Not just Mexican. Marketing agencies in Spain use it too. It's just a literal translation from the English.// It's very simple, Charles. Your "examples" have nothing to do with the question. It' MARKETING. Just read the definition.
1 hr
  -> Not at all: they are closely analogous to this ST, which has nothing to do with landing pages. The term of the question is not "aterrizaje" but "aterrizar" as a transitive verb. I think you need to explain how you get from one to the other.
agree  philgoddard: I think your examples are very relevant.
3 hrs
  -> Thanks, Phil
agree  neilmac: Also good.
16 hrs
  -> Thanks, Neil ;)
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23 mins   confidence: Answerer confidence 5/5 peer agreement (net): -1
Landing - (Landing Page)


Explanation:
Sometimes the literal translation is right. Think about it . most marketing techniques don't come from Spain; the Spanish (aterrizaje) is simply a translation of "landing"

Una Landing Page o Pagina de Aterrizaje que vende | Marketing en ...

En el marketing por Internet, se denomina página de aterrizaje (Landing Page) a una página web a la que una persona llega, después de haber pulsado en el ...
www.inca-trade.com/.../marketing.../una-landing-page-o-pagi...

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Note added at 26 mins (2011-06-28 17:24:28 GMT)
--------------------------------------------------

In your text, maybe something like "Adapting the landing of these launches to local standards/usage/features...etc. would need more context.

--------------------------------------------------
Note added at 5 hrs (2011-06-28 22:15:36 GMT)
--------------------------------------------------

A couple of examples:

 Portoviejo 2020 | Facebook 8 Sep 2010 … Implementación de oficinas de
información turística que integren
herramientas de e.marketing e información virtual .... El objeto de este proyecto es aterrizar los contenidos y … es-es.facebook.com/

Otros clientes - Multiplica … donde más que bajar la campaña directa
desde los lineamientos de marketing, hay un entendimiento común con Consorcio y nuestro
equipo sobre la forma de aterrizar los contenidos en la web. … www.multiplica.com/../cliente

I translate the marketing for a major Spanish bank and they use it all the time. 

If the author had wanted to say "focus" "consolidate" etc... he/she would  just have said so.  A couple of examples:

 Portoviejo 2020 | Facebook 8 Sep 2010 … Implementación de oficinas de
información turística que integren
herramientas de e.marketing e información virtual .... El objeto de este proyecto es aterrizar los contenidos y … es-es.facebook.com/

Otros clientes - Multiplica … donde más que bajar la campaña directa
desde los lineamientos de marketing, hay un entendimiento común con Consorcio y nuestro
equipo sobre la forma de aterrizar los contenidos en la web. … www.multiplica.com/../cliente

I translate the marketing for a major Spanish bank and they use it all the time. 

If the author had wanted to say "focus" "consolidate" etc... he/she would  just have said so.  

Andy Watkinson
Spain
Local time: 09:46
Works in field
Native speaker of: Native in EnglishEnglish
PRO pts in category: 22
Notes to answerer
Asker: thanks :)


Peer comments on this answer (and responses from the answerer)
disagree  philgoddard: A literal translation makes no sense here, and it's nothing to do with websites.
3 hrs
  -> So SEO has nothing to do with marketing - news to me. Phil, where does it say that this isn't to do with internet marketing? Although maybe you're right.  What hard/software company in its right mind would use a website for Ad&Mkting purposes?
neutral  neilmac: While not impossible, without more information it is hard to justify that this is actually the best option in this particular case.
16 hrs
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