TECHNOLOGY
translated on an ad hoc basis, for example, or quickly translate offers from a hotel chain seeking to respond to an unexpected need to discount rooms in a particular location.
Yet it is a rare - if not mythical - marketing department that has the resources to take on such a translation project in-house, meaning that marketers face a stressful disconnect between what they need and what they can access. It’s a huge effort to take on a large translation project, and marketers are not experts at doing it.
Fortunately, it is a disconnect that technology is fully able to solve - even if many marketers are unaware that a solution is close to hand.
DON’T GET HELD UP BY LANGUAGE Just as digital technology has evolved to expand the number of channels that marketers can use to reach their customers, so machine translation capabilities have evolved to meet the language requirements this creates. Te technology now has the speed to meet marketers’ demand, at huge scale, while allowing marketing departments to keep translation projects in-house.
Machine learning allows vast quantities of web content to be translated in moments, allowing business decisions to move at full speed by removing the ‘middle men’ of translation agencies, as well as the troublesome back and forth process that plagues that complicated relationship. Tere is no waiting for changes to be uploaded to a translated website when machine learning is involved.
With machine technology marketers can use a dashboard to immediately implement changes made
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to their home language website in second and third language versions, with no extra effort.
Tere are other benefits too. By automating a challenging and time-consuming task, companies avoid the issue of staff resenting taking on a difficult role that they privately believe is (or should be) somebody else’s job. Te change also reduces friction between marketing departments and web developers.
DEBUNKING THE MYTHS Tere are some myths about machine translation that need to be debunked. A recent study of machine learning capabilities showed 85% of their output to be either very good or acceptable, with zero examples judged to be very poor.
Tis kind of translation is not a panacea, and human translators will be in demand for a long time yet. Users of machine translation tend to be impressed but many will check outputs with human translators on high performing content. Some use it for a first draft translation that massively cuts the time required to bring a new product to market, using human translators to check accuracy.
Yet others consider the accuracy offered by machine translation to be entirely suitable for a fast-moving sector that needs to constantly update multiple, simple product descriptions.
What is clear is that machine translation is a technology that allows companies to achieve the speed, convenience and accuracy they require to move at the same speed as their customers - which is good news in any language.
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