Copyright: America Economia/Worldcrunch – Marcela Arbeláez
Translating in the future will require an increase in high-speed services that adjust to the ultra-fast Internet of Things (IoT). The IoT is bound to transform our homes and jobs by connecting all sensor-driven devices with on/off switches to both the Internet and to each other. This in turn will hasten a range of tasks that require translation in the future to keep pace with the transferring data practically in real time to meet client requirements. And that is not all.
As translations will be indispensable to connecting 50 billion devices in all languages, language solutions will be included in IoT-linked devices, to assure the flow of communication in various idioms, without interruption and almost instantly.
The future also heralds an increasing emphasis on quantifying and measuring purchase patterns, and use of analytical instruments to determine success rates. There will also be a technical focus on “chunking” — the process of converting words and sentences in one language, into another that lacks parallel terms with the same or equivalent meaning. A perfect example, in fact, is when we use the word “chunking” in Spanish. Expect also: an emphasis on more proactive rather than reactive localizations, a change of paradigms to convey native sensations, transition to more time spent on revision over preparation, and increased use of video.
People will come to appreciate that hybrid translation programs (human and computer) are not viable, as computers can only translate bits of information, and using both people and computers simply means doubling the workload. Translation agencies will work more with clients in an interdisciplinary manner, where consistency requires a centralized translation process. Forward-looking agencies will have to keep specific databases for customers in several languages.
We must also bear in mind that with the increasing pace of technological evolution and exponential growth of online content due sooner rather than later, people will expect almost immediate results from translation agencies.
So what should marketing heads look for in an “ideal” translation agency?
Most progressive firms are aware they need to actually meet with their translation agencies to talk about every aspect of their requirements. They want a direct relationship that goes beyond simply accepting a text and handing back its translation. What firms want is a real partner with an advisory role to help them find the best language solutions for particular audiences.
As a consultant, the agency must be knowledgeable about technology, have experience of digital marketing and be able to provide translation services in real time.
For example, a Miami-based communication agency handling the accounts of clients working in the luxury real-estate sector recently met with its translation services provider. Together they decided to improve their strategy for making the agency’s gleaming marketing pieces regional in scope and relevance. The translation agency expressed doubts, like: Would marketing articles be aimed at Mexico, Colombia or Chile? It then suggested publishing some of these pieces in Mexico City, Bogotá, Buenos Aires and Lima, and others more locally, in Miami.
Likewise, Jackson Health System’s marketing team, also based in Miami, met with their translation agency to explore the possibility not just of attracting people from Miami, but also Cuban-Americans. Their target public also included executives traveling from Miami to Latin American countries to build partnerships with Spanish-speaking administrators of various hospitals providing healthcare services.
Basically Jackson Health System’s team sought to get informed through the heads of the translation agency. Its team discussed the firm’s marketing efforts with the agency to help it meet Jackson’s corporate needs, remove obstacles and understand the importance of providing translations relevant to particular audiences. Above all, the translation agency needed to generate ideas and suggestions the healthcare firm had not yet considered.
Progressive-minded translation agencies must stay updated on all business and translation-related technologies. They should be able to respond to urgent requirements with a translation turnaround time of under 30 minutes. This can be done using teams of professional, focused translators who can upload information on a proxy server, essential to any firm wishing to have a digital presence.
A whole new world is emerging in which digital marketing clients increasingly know that to go further, they must work hand in hand with translation agencies able to meet the demands of a new era of multilingual communication.