Digitalization is all around us, and the translation industry is no different. Translating marketing and other types of content for international readers has been somewhat challenging before digital technologies became mainstream. Based on Smart Insight, 52.7% of customers value translated content more than low prices, with 72.1% spending time exclusively on content in their native languages.
As social media platforms and location-based search engine queries become commonplace, companies are more inclined to translate their content into various languages. With modern technology and online platforms at hand, the doors are finally open for comprehensive translation projects to take place – so where should we start?
Streamlined Client-Translator Relations and Worldwide Collaboration
Thanks to the internet and platforms such as Trello and Asana, online collaboration has never been easier. This goes for translation projects as well, since clients and translators can now collaborate far more closely than before. Entire teams of translators can work on the same project, consult each other via Discord or Zoom, and subsequently come up with far better translations.
This also means that international collaboration among native speakers and translators has become streamlined. You can look for translators on freelance platforms or search for a certified translation services review to find the right translator for your project. The fact of the matter is that translators from around the world can use cloud-based technologies to improve workflow and end-product quality for everyone’s benefit.
Higher Emphasis on Localization due to Faster Translation Process
Given how localization differs from translation and requires more work on the translator’s part, it was more difficult to implement before digital technologies became available. According to published data, only 25.9% of the global population are native English speakers, with 14 languages being necessary to reach 90% of the world’s customers.
Localization can thus help brands become more personable and approachable for people unfamiliar with English. In addition, the cultural and social context taken into consideration through localization can encourage people to purchase products from overseas brands more frequently.
Availability of Machine Translation and Development of its AI
While not without their faults, machine translation algorithms have found their user bases across the globe thanks to their accessibility. Google Translate is the prime example of this subset of the translation industry, it allows people to seamlessly translate content using Google’s AI.
Thanks to the nature of machine learning, every subsequent query adds context and information for the AI to process and implement going forward. The result is a cumulative, worldwide dictionary available to anyone with content in need of translation. This type of translation technology has not only made localization easier but also enabled people to travel and communicate with locals seamlessly. As time goes on, machine learning AI dedicated to translation will garner even more appeal from the public and translation professionals alike.
Opening the Doors for Different Types of Translation
With different translation technologies being available on a daily basis, translators are becoming encouraged to translate various types of content. While the first association with translation might be a book or online content translation, the sheer variety of content types is fairly limitless. Some of the content which will become much easier to translate as time goes on includes:
- Video translation (either as captions or dubbing)
- Image translation (translating embedded writing and data)
- Audio translation (transcript writing and dubbing of podcast content)
- Writing translation (everything from blog posts and website UI to marketing content)
Translating these and other types of content will lead to many brands finding new appeal in foreign markets. Subsequently, people across the world will have the opportunity to enjoy products and services which would otherwise be inaccessible due to language barriers.
Weighing the Pros and Cons (Conclusion)
The continued presence of technology in translation is unprecedented, and both professional and novice translators will have an easier job of it going forward. Even though AI-based translation is becoming more and more available, the human factor cannot be made up for by automated translation platforms.
Weigh the pros and cons of different types of translation when you tackle your next project based on factors like complexity, resources, and available time. Translating into different languages is becoming easier, more approachable, and affordable with each day – make the most of it.
Bio: Elizabeth Baldridge is a writer with extensive experience in the copywriting, digital marketing, and business development industries. She honed her craft as a localization and editing expert for various digital platforms and is now contributing by writing articles and case study publications. Elizabeth enjoys spending her time outdoors and journaling whenever the opportunity arrives.