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Purchasing Localization: Buyer’s Priorities

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I do not care about your 8 cents per word for Spanish translation. However, I do care about: top quality customer service, courteous behaviour, odd hour requests, and time-efficient delivery.

The Statistics 1c90c3a6-a83c-412b-993c-461d76c3db02

According to Nimdzi Insights research, the top factors which are important to companies when buying localization are on-time delivery and quality of translation. Contrary to popular belief which states that the price margin for translation and localization services are too high, the statistics display that price ranks lower than 50% importance. Essentially, this signifies that localization companies must exert greater effort in ensuring: customer service, on-time delivery, and quality of translation.

Turning Statistical Data into Realistic Goals

The primary method to increase profitability and advance in rank in the translation/localization industry is to properly train customer service workers. The first line of contact leaves a lasting impression on purchasing professionals and reflects the company as a whole. Investing in a thorough training program for customer service employees will ensure exceptional assistance and attract a mass number of buyers. Once buyers have purchased the localization/translation service, on-time delivery and quality of translation become top priority.

Wrapping it Up

To conclude, we must go back to the basics. Prioritizing customer service is crucial as it is the initial impression on buyers and often determines their interest in a company.

 

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The Translator Cyborg: From a Buyer’s Perspective

 

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In last week’s blog, we addressed the future of translation services in relation to a hybrid model (i.e. the partnership of human and machine translation) and its advantages. This week’s blog will explore the counter-narrative of this topic by considering the perspective of purchasing professionals.

The Buyer’s Perspective

“Translation is/should be free”. This is a common misconception shared amongst translation service buyers. However, this is far from reality. So, the question remains: what am I paying for?

 

The Difference of Results produced by Machine and Human Translation Services

Technological machine translation services are hard-wired to solve straight-forward content. For example, a plain statement: “Hello, my name is Robin” à “Bonjour, je m’appelle Robin”. This can be completed by a technological system because it is a direct translation that does not require human assistance.

On the contrary, translation services produced by humans are culturally and emotionally driven. Trans-creation is the term used to define translation services within the marketing field. It is the process of re-creating and re-defining content in order to adapt to the appropriate context. For example, a marketing campaign launches a product in Germany promoting football. The same marketing campaign launches in the United States. A machine translator would not understand the difference between football in Germany versus soccer in the United States. This would be a common error produced by technological systems because they lack the understanding of cultural context and human emotion. In addition, human translation services are able to instigate a range of human emotions: sadness, joy, excitement etc. These are usually found in original source text and must be correctly translated illustrated to the target text(s), which requires human intervention.

 

Wrapping it Up

To conclude, purchasing professionals are paying for the quality of translated content. Until technological advancements are able to detect and translate complex content (i.e. cultural contexts, human emotion), the hybrid model of human and machine translation services is the greatest alternative.

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Importance of a Translator for Digital Marketing

Translating your digital marketing efforts should go beyond Google Translate. In order to reach out to your international clients, you need digital marketing translation services to attract their attention and build strong relationships. While there could be numerous challenges involved in connecting with international markets, eliminating the language barrier can make this process easier and smoother.

The following three reasons can help you realize the importance of a translator for your digital marketing efforts:

1.   To Localize Your Website

In order to reach out to a global audience, you need a website that they can read in a language they can understand. For this you would require the translation services of an experienced translator. While automatic translation tools might seem like an easy solution, your website would be filled with grammatical and contextual errors, resulting in an unprofessional copy.

Therefore, hiring a professional translator is important to make sure the content on your website is grammatically and factually accurate. They will also ensure that significant information is also localized, for instance shipping information, prices and currencies.

2.   Translating Business Documents

Aside from your website, there are other important sources that must be translated when you are dealing with international clients on web. Digital marketing includes materials like instruction manuals, brochures and online assistance, which must also be translated properly in order to properly assist your potential international clients.

3.   Translating Social Media Campaigns

Social media platforms are an integral part of digital marketing. Your international clients and customers would want to reach out to you through your social media profiles or would want to have a look at your profiles just to ensure that you are the right business for them. Therefore, it is important to have all your social media platforms translated to the languages of the countries your business is targeting. This also includes all the social media campaigns you implement to reach out to your local customers to be translated for your international customers as well.

Working with a professional translator will ensure consistency throughout your digital marketing efforts. This will help in breaking the communication barriers with your international clients and help in establishing your business as a one they can trust.

 

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The Translator Cyborg of the Future

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In last week’s blog, we discussed the benefits only a professional translation service provider can offer. This includes: verified credentials, quicker turnaround, and quality assurance. However, media content is rapidly increasing to a point where the traditional form of translation is not sufficient enough for the mass amount of work that needs to be done. Thus, we must develop an innovative way to increase productivity while maintaining exceptional results.

 

The Pitch  

There are two main outlets in which content is translated: human translation and machine translation. Automated machine translation services possess both pros and cons. The cons include: increased probability of inaccuracy and standard quality. However, the prominent advantage is time efficiency which allows larger masses of content to be translated.

Given the strengths and weaknesses of both systems, they should not work in isolation of one another, but rather, work together. A superior system that includes human interfacing with machine translation is bound to generate remarkable content within a time-efficient framework.

 

What Does This Look Like?

A concrete illustration of this “cyborg” would be to focus on the expansion of human translators and their inter-operability with various technological tools, including MT. This is not to say human translators can mimic neural and AI (artificial intelligence) translation machines. The logic relies on the premise of dropping prices to gain decent profitability of income service providers. For instance, LSP language service providers or freelancers are faced with the realities of producing more to meet the basic financial needs or requirements.

 

Wrapping it Up

To conclude, machine translation cannot replace human translation and vice versa. The future of translation services looks at the mutual cooperation of both systems in order to triumph.

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Benefits Only Professional Translation Service Provider Can Offer

With the growing competition and demand in almost every field, a smooth communication process has become even more important. The slightest confusion can make or break the deal; this is especially true for international markets. This illustrates the importance of professional translation service providers. There are numerous benefits of hiring a professional translation provider for your business.

Verified Credentials

While it might seem easier to translate a document using online translation tools or opt for a freelance translator, the translation document is highly likely to be of low quality. Online tools simply aim to do word-to-word translation, which could seriously change the entire context of the content. As for freelance translators, anyone who speaks more than two languages and has a computer can call themselves an expert translator.

When you opt for a professional translation service provider, you work with translators with verified credentials. This means they have attained the right training and have experience in translation and interpretation; moreover they might also have experience in your field.

Quicker Turnaround

With a professional translation service, you can get more than one experienced translator. This means you can fulfill the increasing demands of your business’ translation needs in a timely and efficient manner. Professional translators are fully trained to provide high quality work even in tight deadlines. This means a quicker turnaround for your business without any missed deadline.

Aside from this, professional translation services have experienced translators in multiple languages. This means your business would have a range of professional translators with proficiency in multiple languages so you can cater to a wider international audience.

Quality Assurance

Another major benefit of opting for a professional translation service provider is quality assurance. The translated document would be translated, proofread and edited with thoroughness to ensure accuracy.  You are also bound to get the translators that are experts in your field which means they will be familiar with the common terminologies used in your business and will be able to accurately translate the content accordingly.

When considering translation services, it is best to opt for a reliable and experienced translation service provider to ensure your business fulfills its translation needs in the best possible manner.

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