Skip to main content

Guest post: Where is Marketing Translation Heading in 2017

2016 was some year! It was a year when the breakneck speed of globalisation got a bloody nose, first from the Brexit vote in Britain and then the U.S. Presidential election shock result. In many parts of the world it felt that the trend towards greater communication and business expansion worldwide might slow down, even contract as communities in many countries signalled their discontent with being left behind. Could this affect the translation industry in 2017? It seems unlikely at this stage. 2016 saw a big spurt in the need for translators and there seems no signs of this slowing down in 2017. So what are the trends on the horizon, especially for marketing translation in 2017?

More demand for video translators

Marketing is using the power of video more than ever. As consumers demand ever increasing amounts of data access and are using their mobile devices to make choices over buying preferences, video marketing has an ability to sell products in a more lifelike way than still images or text. Video translators will be in hot demand. Video marketing, like all marketing must be tailored to the culture that it is targeted towards so video translators must be able to use localisation techniques as well as translation skills.

Translation need for the minor languages

This was something that was forecast for 2016 and it is a trend that is also expected to continue into this year. There will be an increased need to market to communities whose first language is not one of the majors: Spanish, French, Portuguese / Arabic, Russian, Chinese and Indonesian / Malay. Languages like Malayalam and Tamil in India, Swahili in Africa, Mongolian in East Asia, just to mention a few, will allow businesses to make their websites reach larger markets. Internet users still prefer t browse for products in their own native language.

Machine translation will get better but not replace human translators

It is inevitable that major players will put a lot of money into R & D in machine translation. Machine translation is getting better, but is a poor translation method if used for marketing without human intervention. In fact, 2017 will see an acknowledgement that quality counts when it comes to effective marketing. One of the main drawbacks of machine translation is that it is still incapable of taking into consideration the quirks and idioms of a particular community.

Marketing is all about knowing who you are trying to sell to and what makes them tick. Effective marketing messages are minimised if left to a marketing translation agency that does not know their target culture well enough. Machine translation tools may eventually be so good that human translators will be out of a job, but it won’t be happening in 2017!

Author Bio:
Alexander Zeller is a project manager and translator working with The Migration Translators in Australia, providing legal, medical, business, marketing, technical and website translation services in over 130 Languages. By blending the best of both offline and online translation services, we at The Migration Translators deliver experiences that surprise and delight – on budget, on time, on scope.


Popular posts from this blog

10 interesting facts about the Russian language

In my previous post  I promised to follow with the  interesting info about some other languages. So here are 10 facts about the Russian language which might be of interest to those who are studying it. If you would like to have this list in Russian, please contact me and I will send it to you by email. So, what do I find interesting about my native language? 1. Russian has about 500,000 words, but only 2,000-2,500 of them are used frequently. 100 most frequently used words make 20% of all written and oral speech. A high school graduate's vocabulary usually has 1,500 to 4,000 words. Those who have graduated from a higher educational institution normally have a richer vocabulary consisting of approximately  8,000 words. 2. It's compulsory for all astronauts in the international space station to learn Russian, so we can call it an international language of space :)

15 interesting facts about the English language

I prepared this list for one of my English classes. And then it dawned on me that I can share it with you, too! So here are 15 facts about the English language that I find very interesting. Hope you do, too ;) Rudyard Kipling was fired as a reporter for the San Francisco Examiner. His dismissal letter said, "I'm sorry, Mr. Kipling, but you just don't know how to use the English language. This isn't a kindergarten for amateur writers." No language has more synonyms than English.

Translation Forum Russia 2017: my report

A few days ago I came back from Translation Forum Russia which took place in Ufa, Bashkortostan . My daughter Delia went with me because she never visited Ufa before (neither have I) and because of the trip to the Southern Ural mountains we planned to take after the conference with a small group of colleagues. Ufa is not considered one of the primary tourist attractions of Russia, though I am convinced now that it definitely should be. Some pictures of the city (not all of the pictures are mine, some were made by the official photographer of the conference Elena Ekaterininskaya, our company CEO Fedor Kondratovich and some other colleagues): The bee is a symbol of the region as Bashkortostan produces the best honey in Russia. We saw installations shown below in different parts of the city. There were still covered because of the cold weather, but they will be full of blooming flowers as soon as the warm weather comes. The bee as we saw it That's what it