TECHNOLOGY
HOW MULTILINGUAL BRANDS ARE MATCHING THE SPEED OF THEIR CUSTOMERS
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Marketers are certainly not short of channels when it comes to reaching their target audiences. As we all transition to increasingly digital lifestyles, the opportunities to present content to consumers appears to grow by the day. Unfortunately, so too does the volume of content that must be created to capitalise on those opportunities.
BY EUGENE ERNOULT, CHIEF MARKETING OFFICER, WEGLOT
Marketing departments can find themselves working flat out just to keep up with that demand, only to find additional and time- consuming tasks being added to their to-do lists. And often these are tasks that are not suited to their specialist skill sets.
One of the most acute pain points comes when marketers are tasked with translating their company websites prior to the business entering a new market. Tis typically sets off an expensive and time-consuming process that sees the marketing team appoint a translation agency, running through several iterations of the site in a new language before briefing their web development team to implement changes.
Te marketing and development teams then play a ping-pong game that involves getting frustrated with one another, demanding rapid action and lamenting delays, while doubling the actions required by running parallel websites in different languages.
It is a prime example of the speed of the modern world being delayed by differences in language.
SPEED AND SCALE In the digital world, speed and scale are massively important. Yet these are two measures by which traditional translation services perform very poorly.
Human translators do perform well in terms of accuracy, and in their ability to reflect nuances of humour and empathy. However, they are not well positioned to quickly translate the 100,000 words of, say, a typical retailer website when it wants to launch its next collection in another language.
Traditional translation is also not best suited to providing the flexibility needed by digital commerce. Translators cannot respond instantly to a client who frequently needs product descriptions
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