How Technology Can Help Marketers Achieve Integrated Translation


Today’s global marketers seek to achieve many goals with translation, including better integration.

Integrated translation means being able to publish content from multiple internal groups, on multiple platforms, while using multiple translation methods and vendors.

That’s a lot of “multiples” in one sentence, I know, but it still doesn’t come close to conveying a marketer’s complex needs around global content production and delivery.

With translation software, marketers can eliminate much of this complexity and achieve translation nirvana in three distinct ways:

1. One Platform, Many Translation Use Cases

With an enterprise translation platform, you will be able to translate website and digital content and publish it to your website, mobile app, or documents.

The translation proxy tool automatically detects new content created in the source language and requests translation. Once translated, the system pushes the translated content back to the appropriate locale website.

It’s also common in larger enterprises for more than one group to require translation. The content can be related to marketing, sales, legal, support or technical documentation.

Though produced by different groups, the content still needs to follow intra-company standards and have linguistic consistency to ensure that brand messaging stays intact.

Translation memory can do just that! It’s a database of your company’s past translations that any translator or translation company working on your content can leverage. By adding translated content from different groups to the memory, you can achieve consistency and ensure high quality.

2. More than One Translation Method? No Problem!

Some companies choose to have all their content translated by professionals, while others may have large amounts of text they want to process through machine translation (MT) first, and then have it edited by humans.

Yet others, like Facebook, have the luxury of relying on their crowd.

Depending on the type and amount of content to be translated and how fast you want it done, you may choose a single translation method or opt to mix both MT and human translation.

This is particularly true of travel and e-commerce sites that typically need to scale up content for different global markets quickly.

The translation management platform accommodates these different methods and allows you to customize workflows as needed. You can create different workflows for every translation method, type of content, product, or even language pair.

3. Continuity and Centralization Are Given, Irrespective of Vendor(s)

You may choose to work with one translation vendor or many. You may change your vendor next month or next year.

Whatever you do, your translation memory will remain yours and remain intact and centralized. This assures not only ownership of your content, but continuity in the way it’s translated, predictability in the workflows you’ve created, and consistency in quality.

You don’t need to go through complicated onboarding steps for each new vendor or change the way you access translation and localization services. A cloud-based translation management system makes it easier for you to deal with changes in translation procurement.

There’s one other huge benefit: as your business grows, you’ll most likely operate in more markets and also add more content. This means that the number of languages and the amount of words you translate will grow many times from year to year, and sometimes even from month to month.

Here’s where the cloud will be of help again in your quest for integrated translation: it will be able to scale as you need, no matter the number of languages or words.

So, when you choose enterprise translation software, you’re not only taking care of multiple – yes, there’s the word again – translation requirements in the short term, but also in the longer term. And that’s a benefit every global marketer can use.