In an increasingly hyperconnected world, companies are under increased pressure to reach foreign markets, adapt their brand and tailor products to potential clients across the globe.
The role of translation in this process is crucial. Targeted, localized, culturally relevant and accurately translated advertising campaigns are essential for creating positive brand associations.
Human translation vs. machine translation: a critical decision for your business
When it comes to localizing web content and marketing communications, many businesses feel pressure to cut costs and save time. It’s no surprise then that businesses often opt for machine translation instead of a professional translation agency. According to Diginomica, one in four marketing teams use Google Translate while only 29% choose professional human localization.
But the easy path often teaches us hard lessons. Famous localization blunders have proven that good translation is crucial in the world of advertising. Pepsi’s sloppy slogan translation of “Pepsi Brings You Back to Life” into Chinese resulted in a catastrophic communication breakdown. The Chinese equivalent ended up reading, “Pepsi brings your ancestors back from the grave.” And it nearly sent the brand six feet under. Not only was it ridiculous, but the humiliating howler was committed in a country that places significant emphasis on respecting one’s ancestors. People didn’t see the funny side.
A lack of knowledge of the target country’s culture or local vernacular can be disastrous for any company’s global marketing campaign. Scandinavian company Electrolux believed they were emphasizing the suction power of their vacuum cleaners when they targeted the US market with the slogan “nothing sucks like an Electrolux.” The resulting message suggested quite the opposite and cost the company time and money to win back consumer respect.
The human touch is essential in avoiding these terse translation tripwires. Using online translation tools may be fast, but it will always lack the cultural sensitivity and background knowledge that a professional translator provides. Many businesses only turn to professional translation after having experienced poor results using machine translation.
The studies speak for themselves
Sejong Cyber University and the International Interpretation and Translation Association of Korea conducted a study to test the abilities of four professional translators against various machine translators. Three texts of different styles were used, and a panel of professional translators was asked to rate the final translations on their 1) accuracy 2) language expression and 3) logic and organization.
The final translations were then given a mark out of 60. Unsurprisingly the human translators came out on top, with a score of 49 out of 60. Google Translate, in comparison, received a score of 28 out of 60, with other machine translators receiving even lower ratings.
Despite continued technological advances in machine translation, it appears that a human translator still performs better when faced with a variety of texts.
Clearly, something as crucial to the future of your business as a marketing campaign is not something to scrimp on. A machine translation may save you money in the short run, but in the long term, negative brand perception caused by poor translation will alienate potential clients and reduce revenue.
BeTranslated helps you target foreign markets fluently
As German politician Willy Brandt once said, “If I am selling to you, I speak your language. If I am buying, dann müssen sie Deutsch sprechen.” Targeting foreign markets requires accurate translation, and it takes a human translator to get to the heart of what your brand represents, and transmit it effectively to your customer, whether they’re in Germany, France, South America, or anywhere else in the world.
Here at BeTranslated, we specialize in corporate translation and have become experts in the art of localizing marketing and publicity campaigns. We’re experienced in all types of marketing material, from press releases to product catalogs, and always respect your specific requirements, deadlines and budget.
So, who better than our multilingual team of professionals to help your business grow in the international marketplace?
Effective brand localization and fluent translation of your marketing materials can significantly increase your client base and future revenue. Avoid potential negative brand associations, by partnering with an experienced team of professional translators. Human knowledge and intuition remain essential in crossing the cultural divide that separates every business from potential foreign markets.
Get in touch to find out more about how we can help with your unique translation needs.