It takes some kind of business superhero to conquer the competition, create global product domination, and earn cheers from investors and stockholders. Who wouldn’t want to tap into some superhuman skills when making strategic business decisions?
Machine translation (MT) is a perfectly acceptable translation alternative, but trouble often follows when there is a lack of understanding or unrealistic expectations. It’s time to explain MT--what it is, what it can and cannot do, and most important, when to use it. Managing expectations of MT is critical to customer satisfaction and to the quality assurance we want to offer our clientele.
For those of you operating under the huge misconception that English is the lingua franca of the global marketplace, listen up. A Gallup survey of language preferences found that Internet users in 23 EU countries prefer consuming digital content in their own languages. The people surveyed were your ideal demographic—big Internet users. Large majorities were on the Internet every day. “In almost all EU Member States...at least 80% of Internet users said they had used the Internet on a daily basis in the four weeks prior to the survey.” In Italy, 73% were on everyday, Belgium had 80%, and 91% of the survey takers from Slovenia visited the Internet everyday.
Because of the inefficiency and expense of traditional translation, it’s no wonder companies are looking for options that are faster and more cost efficient. The good news–there is a better way.
There are now many types of translation technology in the marketplace that can help automate the process. But finding the best technology can be complicated if you aren’t familiar with some of the basic features and functions that are available. There are a lot of translation companies that offer widely divergent technology so, to find the best fit for your organization, you need to know what to look for.
Distributing apps, products, and brand messaging around the world requires a continuous delivery pipeline that will not only disseminate that information efficiently, but also translate and localize it as needed. DevOps goals of streamlining processes, improving feedback loops and becoming more efficient in getting products to market must now extend beyond developing and shipping code.
Marketing strategy is undergoing a seismic shift away from the product-focused pitches of outbound marketing and toward an improved inbound marketing experience.
Building brand loyalty is more than making a sale, it’s about establishing a relationship. Companies not only have to offer products and services that customers value, but also have to build loyalty and trust in their brand.
To create a seamless, global, multilingual community, translating content quickly and frequently is critical. Traditional translation technology and cumbersome workflows make it hard to keep up. This coupled with the dynamic, real-time nature of discussions within a community makes it challenging for community managers to scale effectively and efficiently.
Providing multilingual content is more important than ever in today’s global marketplace. Building brand loyalty is more than making a sale, it’s about establishing a relationship. And it’s hard for customers to feel an emotional connection to your company if you’re not speaking their language.
Translating web content using an integrated, cloud-based tool isn’t just superior to the old model of translation, it’s the only way to keep up. The Lingotek - Inside Drupal 8 Module integrates with Lingotek’s automated, cloud-based translation management system (TMS) to give users access to professional-grade translation tools directly within Drupal. The latest module makes it easier for Drupal users to create multilingual content that will resonate with a global audience.