Key takeaways
- Expanding internationally means addressing cultural nuances as well as languages.
- Customers want information that is instant, digestible and personalised – ideally in their first language.
- Intelligent translation combines machine translation with human optimisation: machines translate first, people refine.
- The model helps brands translate large volumes of content without losing the human touch.
When businesses step into global landscapes to ensure wider audience reach and maximised profits, it’s not just different languages they need to focus on, but a myriad of cultural nuances too.
Growing internationally brings many challenges for retailers and business owners, among which speaking to target customers in their native languages can be very costly and challenging.
So, what exactly do global brands do when planning to reach an ever-growing international audience with lots of branded content that needs to be translated accurately for each unique market without causing a brand mishap?
Well, putting together human translation and machine learning capabilities to deliver accurate translations can do the magic here.
If you think your brand needs global exposure to generate more profits and you’re planning to step into international markets, remember that the first thing you must do is translate your brand’s content. From marketing materials to product descriptions and services – everything should be translated into the language of the country you’re launching your brand in.
How Does Content Play a Vital Role in Branding?
Before buying your products or investing in your services, consumers will definitely want to learn more about them. They also want the information they receive to be instant, digestible and personalised.
Sharing content that propels the customer journey forward and brings customers closer to the sale is extremely important. On the other hand, failing to connect with your potential customers in this way could lead to huge losses for your business.
So how do you connect with customers?
Speak to them in their first language to increase the likelihood of a connection or interest.
If you think consumers want more information about your products and services, go for intelligent translation – i.e. merging machine learning and human optimisation to streamline the clunky traditional process of language translation.
Human Optimisation + Machine Learning = Intelligent Translation
Well-optimised and well-translated content can uplift the sales funnel and take your business to the next level.
Meeting customers’ demands for content in their native languages is the biggest challenge that brands face, regardless of how they’re reaching out to the global audience – through social media or by establishing physical offices in their countries or cities.
A brand can’t just translate its content word for word; it should also be delivered accurately to create a powerful impact.
Whilst human translation alone consumes a lot of time, effort and cost, there is also the possibility of human errors that may cause huge losses to the business.
On the other hand, many people worry that using machine translation may eliminate the human touch that customers crave in their interactions with brands.
By leveraging the machine-first, human-optimised model, companies can ensure multi-channel translation in established markets. In this translation model, machines do their part in translating the content, which humans can then optimise, adding a personalised touch wherever needed.
Using a humanised model that is amplified by machines enables brands to carry out intelligent translation with greater ease and precision.
A New Outlook to Drive Intelligent Translation
Using machine-first, data-driven and human-optimised translation, companies can make their branded content available in every language.
So, now the questions are: would it be worth investing in such translation or not? Would we be able to translate a large volume of content using this model?
We’re in an age where most industries have already experienced disruption as a result of automation and advances in technology. What makes the translation industry adapt to this change is the impact it has on global businesses’ ability to attract more consumers.
Such translation can literally remove the language barrier and allow brands from all markets, and of all sizes, to reach every possible consumer in the world.
If you’re considering the possibilities of global expansion for your brand and looking for expert translators to optimise your branded content in the country-specific language, reach out to us. At Translationworks, we ensure 100% accuracy and cultural relevance in the translations and interpretations that we do.
Let’s connect today to learn more about our models, services and offerings.
