In this age of digitalization, every industry has made progress. The translation industry is not exempted. They are using machine and neural machine translations to translate huge amounts of data in a fast turnaround time that was not possible before. In the field of marketing, people are still confused that whether they can go for machine translations for advertising and marketing translation services or not. Let's find out the answer.
Use of Google Translate
Do you know that when google was introduced to the market? It was not accepted. Music lovers were the first to make fun of the apps that download the lyrics of the song, Fresh Prince of Bel-Air and the theme song sung by Moana. They ridiculed the translation that was done by Google.
The wrong interpretation by people restricts many companies from using Google translate. They are of the view that if Google can,t translate song lyrics then why should it be trusted for marketing translation services.
The important thing to note is that Google Translate doesn't depict all machine translations. It is a type of brand that is well-known and free and in the translation industry, you get for what you pay.
Use of Machine Translation
Machine translation services help companies to translate a large number of data quickly and at economical rates. When a human translator reviews the content then they found that the quality of the content is higher than traditional translation. In the world of translation, it is called machine translation post-editing. When you hire Professional translation services. They follow two processes in translation.
The first part is that they change the content into another language and the second process is proofreading. The first part is done quickly. This makes it suitable for marketing content. However, if the content is highly-nuanced then it should be avoided. In short, machine translation can be used to translate a large number of data with low importance and risk.
How does the Machine Translation Work
Words are stored in computer programs also called engines. These machine engines can be trained for old and new languages along with the subject matter. Artificial intelligence and machine learning improve the data. If the technical team of your company uses the engine for the translation of user questions then it will be good at bearing languages but not marketing.
The other important thing to note is that if the engine is trained in the language then it does not mean that it will translate accurately English to Spanish translation requires a different engine than Spanish to English.
Neural Machine Translation
Keeping big data in mind, deep learning technology has impacted translation and localization. It resulted in the formation of neural machine translation services. There is no doubt in the fact that a large number of data resulted in technological advancements and more translatable material. Here the question rises whether it can increase translation efficiency. Do you know that Neural machine translation NMT can reduce post-editing efforts by 25%? Moreover, it has transcended the statistical machine translation model.
Neural Machine Translation And its Uses
Laura Brandon which is the former director of Globalization and Localization stated that Neural machine translation is a big development that has thrown other translation engines out of the water. In neural network technology, the machine is designed to mimic the human brain. Therefore, it can be trained in multiple languages. You don't require to use different engines. Thus it saves the company precious training time. You must be wondering whether neural machine translation is good for marketing and film translation services. The answer is not exactly.
If you want to brand anything at the corporate level or wish to represent marketing content on digital media then going for neural machine translation is a big gamble. This is because the software is well-developed but it is not perfect.
Future of the Translation
Neural machine translation is an evolutionary technology in the field of translation. Still, there are more chances for improvements and innovations. The automation of the translation process does not mean that human intervention in translation can be removed. The humans are the ones that give the instructions to the machine. NMT has some restrictions when companies have to deal with the customer base. Humans are full of emotions like empathy and humor.
Therefore the use of some words requires attention to detail. In such cases, humans are always better than machines. Machines are used to completing large tasks at a quick turnaround time. However, translators consider regional and cultural intricacies.
Wrapping Up
Translation and transliteration is a specialized field that requires the combination of both humans and machines. Humans and machines contribute differently to the translation process. Humans can't compete with machines in terms of speed and affordability. However, they can check the cultural and regional nuances and accuracy which is very important for creating an image of your business in the international markets.
One of the foremost contributions of the NMT in the business to is translate user-generated content that appears on social media. NMT can translate several comments in no time. This makes you aware that how your products and services are perceived by the customers. In this way, you can make changes in your business and marketing strategy.
