TRANSLATION: A STRATEGIC BRIDGE FOR TRADE RELATIONS WITH THE REST OF THE WORLD.
By Julio García
Language is the essential channel of communication in all areas. For any organization that has offices in different countries or doing international business, languages represent an actual bridge—and a key component—to successful communication.
Communication is the crucial element that puts interactions with coworkers, clients, and suppliers on an equal footing. When it comes to translating this type of dialog, machine translation tools promise to be the answer. Yet, the artificial intelligence that backs these tools is neither perfect nor error-free. This alternative translation method runs the risk of creating intercultural confusion, which can be detrimental in some areas like commerce or diplomacy. Meaning in one language must be conveyed in the exact same way, appropriate for a different culture. The message must be clear, accurate, and adapted to a particular audience, so nothing gets lost in translation when interacting with other communities that speak a different language.
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Translation vs. Localization
It is important to note that the term “translation,” in this context, actually involves more complex processes than the mere conversion of text from one language into another. The appropriate term in our industry is “localization,” which includes a cultural dimension that goes beyond the process of adapting a product or service to a specific region. It provides a different perspective by prioritizing the culture of each country or region. Basically, localization is an improved version of the translation and a powerful marketing tool. Localization adapts graphics, slogans, formats, and colors. It has a commercial point of view, a tool that helps to merge the product or service with the local market. Localization companies specialize in target markets and guide their clients with strategies to expand their products and services to other regions.
Communication Strategies for Global Markets
Thanks to globalization and technological advances, international trade, especially on the Internet, has been possible. Thanks to new technologies, governments and large corporations and small entrepreneurs and even individuals can sell their products and purchase supplies online. Nowadays, the boundaries of international trade are fading. That is why translation is key for e-commerce, importing, and exporting.
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Developing strategies adapted to the international market is essential when talking about global communication. Considering the target audience, the media, and the products involved, among other factors, help gain the most value out of client exchanges. A clear example is the translation of websites, a unique opportunity to engage with clients who demand top-quality customer service. Therefore, if the intention is to sell products or services abroad, it should not be assumed that every customer speaks the language of the selling company. Making sure that websites are understood by potential consumers who speak other languages is paramount.
As Willy Brandt quoted, “If I’m selling to you, I speak your language. If I’m buying, then you must speak my language!” According to CSA Research studies on consumer habits, most people prefer buying content in their native language, if nothing else: “There should be no hesitation about translating websites and product information if you want to sell more products or services to global clients,” says Mr. DePalma from CSA, adding, “Translation improves client experience and increases engagement in the brand dialog, regardless of age. It should be a rigorously planned and executed business strategy for any company looking to grow internationally.”
