The Growing Importance of Language Translation Services
Today global communication and employee mobility has increased manifold with enterprises shifting base or
venturing into uncharted territories in order to expand globally. However, if you are planning to market your
products and services round the globe then it is essential to be aware and cautious of the language
differences, cultural and linguistic implications. A particular word in English might have a totally different
meaning in French or Spanish and if not translated appropriately might have a negative impact on your
organization’s reputation and brand message. There have been numerous such incidents in the past such as
Leading auto brand General Motors faced one such translation issue when they introduced their new vehicle
named the “Chevrolet Nova”in Central and South America. There the literal meaning of “No Va” is “it doesn’t
go” which went against the product image until a correct translation was implemented.
Hence, a small translation error can distort a company’s marketing and brand building initiatives and can
negatively impact the company’s reputation. Furthermore, incorrect and inappropriate “tagline”, “catch
phrase” or slogan can also lead to loss of potential sales and revenue. Today most enterprises that are
planning to expand globally are having issues with managing their website translation. It has been observed
that organizations that fail constantly to overcome these translation challenges are forever caught up in
never-ending translation projects and their web content lacks a professional erudition. This results in time
and cost overruns. Hence, it is essential for organizations opt for effective language translation services.
Today leading language translation service providers have come up with enterprise and automated language
translation software that assist organizations in correctly translating their web content in multiple languages.
These companies have a translation network of their own comprising of numerous translators, specializing in
several languages and accommodating projects of any size and vertical. The software also offers bilingual
speakers with contextual translation of phrases and words than a random sentence-based translation that
has maximum chances of errors. Other services offered are as follows:
· Terminology management that helps in maintaining message accuracy and consistency
· Machine/automated translation that is used to give the web content a professional touch
· Translation memory that helps in content recycling through successive projects
· A project management dashboard and instant reporting that streamlines team coordination
All these innovative features help organizations to lower their localization expense by almost 50 percent and
simultaneously double the translation speed. A website is the first point of reference for an organization.
Hence when managed inappropriately it can have a damaging effect on the company’s goodwill. Therefore,
as organizations keep a consolidated budget for their marketing, advertising and media activities it is
essential that they invest in an efficient language translation service as well.
Related Links: Translation Software Solution, enterprise translation solution