Effective marketers communicate with customers in their local language. Producing quality translation matters.
When taking your brand global, consider the consequence of not communicating with new clients in their native language. As new economies emerge, consumers will continue to demand products and services on their terms. This includes a preference for communicating in a language they understand. World-class companies rely on precise communications, well-tuned and well-timed to differentiate from their competition.
The Human Touch: translators, not robots
Quality translations are best delivered by using qualified human linguists, not machine translations. Even in this age of technology, software cannot replace the human judgment in discerning the complexity of language. Consequently, a good linguist delivers a nuanced product that adheres to the original content, tone, and intent of a document or website.
Technology: friend or foe?
While free translation software may be helpful to understand a content’s gist, real concerns exist regarding errors and misinterpretations. Based on algorithms and prone to miss content, automated translation should not be relied on for quality translations.
However, technology and linguists can and should coexist. A good technology assists translators in delivering quality translations. Known as CAT (or Computer Assisted Translation), the technology helps by leveraging previous translations and maintaining glossaries. These tools allow linguists to expedite the translation process and to maintain consistency across documents, thus accelerating delivery and improving consistency.
In summary, technology empowers translators.
Professionalism: first impressions only happen once, so go with an expert
Formally-trained, professional, and native linguists deliver client-facing translations. Though many people are multilingual, most are not qualified as linguists. For this reason, we recommend using experienced, trained linguists for your work.
If your translations are not performed by a qualified professional, risk may occur to you and your brand! Risking the chance of inaccurate, unclear, or misleading content.
Native proficiency: why work with a native
Language evolves, and native speakers evolve with it. Even the best student will not have the depth of knowledge or understanding of nuance and tone that a native speaker brings. Not only do languages differ from country to country, but they also keep changing. For example, English terms used just 15 or 20 years ago now have new meaning. Terms like “hashtag” and “cloud” mean different things today than in pre-2000s. Or consider the differences between French in Canada and France. Or that between Portugal and Brazil.
In conclusion: it’s a $40 billion industry for a reason
Translations consist of more than just change one word to another. It involves nuance, talent, creativity, and competency to ensure it’s done right. The next time you need to communicate in another language, consider a professional language provider who works with the right people to deliver the right content you need.