Understanding the Localization Process

Before delving into the prevalent issues, it’s essential to grasp how professional translation occurs. It’s not merely a bilingual individual swapping words one by one—that would be a direct translation. Instead, the process entails localizing content.

Localization involves adapting text so that it sounds natural in the target language. This includes modifying sentences to fit the cultural context of the target audience. For instance, translating the French idiom “Ça ne casse pas trois pattes à un canard” into English as “It doesn’t break three legs to a duck” would lead to confusion. A more fitting translation would be “It’s nothing special” or “It’s not noteworthy.”

Localization is about achieving “better translation.” In the industry, literal translation is rarely an option. The content requiring translation can vary from extensive manuals to concise webinar scripts or product pages on websites.

Each organization has its distinct style, often intentionally crafted, especially among larger firms. Even smaller businesses cultivate a particular tone, sometimes inadvertently. The localization effort aims to ensure consistency in this style across all foreign-language content produced by a company.

If a company decides to use the formal “Sie” in German instead of the informal “Du,” that choice must be uniformly applied across all future materials. Similarly, if a specific keyword is translated in a certain way, that version should remain consistent throughout all documents.

The localization process goes beyond mere Excel sheets with two columns. It utilizes a Computer-Assisted Translation (CAT) tool, which allows for the accumulation of all previous translations for a client into what is known as a Translation Memory (TM). As translations continue, this memory expands, analyzing text to identify matches from previous work, thus improving efficiency and consistency.

The Evolution of MTPE

With technological advancements, the industry is shifting. Machine Translation Post-Editing (MTPE) is now frequently offered by localization companies. MTPE involves applying machine translation to the source material, enhanced by the TM for improved quality, followed by human editing to create a coherent final product.

This approach is particularly useful for specific file types, such as manuals, which typically feature straightforward sentence structures. However, the quality of output can often be lacking. Many skilled translators decline post-editing assignments because the compensation is lower and the quality of the output can be noticeably inferior. Some companies even request “light PE,” which results in even poorer quality.

Companies opt for MTPE primarily due to its cost-effectiveness and speed.

Challenges Faced by Companies

Now that we have the background, let’s examine the core issues. Smaller businesses with limited budgets might find MTPE acceptable for manuals. However, for larger companies or more complex projects, relying solely on MTPE is misguided.

As a project manager, I’ve reviewed countless files. Being multilingual has allowed me to spot discrepancies in translated texts that stray from the original source. I’ve observed unnatural patterns that remain uncorrected simply because the results are still “understandable.”

While MTPE might work for quick translations needed for trips, it falls short for anything more significant. Many localization companies began offering MTPE due to overwhelming orders with tight deadlines from clients.

The Missteps in Marketing Localization

In my current role, I assist a client with their localization needs, which involves translating campaigns into various languages upon request from stakeholders. Fortunately, we are generally allowed to set the final deadlines, though not all firms provide this flexibility. Often, campaigns are developed in one country and translated at the last moment, almost as an afterthought.

Any business aiming to expand internationally should invest as much effort into foreign markets as they do domestically. Instead of resorting to last-minute MTPE, they should seek higher-quality alternatives, such as transcreation.

Transcreation refers to the process of adapting an idea to resonate within a new cultural context, often leading to a version that may not resemble the original text. Effective copywriting transcends mere sentence arrangement; it is about persuasion conveyed in writing. Transcreation ensures that this persuasive element is successfully transferred to a different language and culture.

The Importance of Adaptability in Translation

Reaching out to marketers in Korea differs from addressing engineers, even within the same industry. When you factor in various countries and sectors, the possibilities for contextual differences multiply.

Machine translation relies on algorithms to determine the “best” translation based on historical data. While these systems improve over time, they lack the nuanced understanding that humans possess. For example, a machine would translate “Make sure your clients don’t miss out on this!” uniformly, regardless of whether the audience consists of auto-entrepreneurs or multinational corporations, despite their differing responses.

Cultural distinctions play a crucial role in translation. Sales strategies in Japan differ from those in Brazil, and the tone that resonates with teachers in Russia will not necessarily appeal to their counterparts in Canada. When a company engages in translation, it aims to forge a connection with a specific audience, a task that requires a human touch.

Final Reflections

Many companies prioritize speed and cost when expanding into new markets, which is where they often falter. Building a business within one's own country demands significant effort and time; expecting to penetrate a foreign market with a fraction of that investment is unrealistic.

Investing time to understand the intricacies of a new market and securing high-quality translations—preferably through transcreation—is crucial. While this may come at a higher price, successfully entering a new market is a worthwhile endeavor.

And remember, MTPE is best reserved for simple manuals.