The world is becoming more connected by the hour (some might even say by the minute). Perhaps the greatest aspect of technology is we can now communicate with people all over the world at the click of a button. Being as how we coordinate a team in both India and the United States here at E2M, this is a concept we know all too well.
When it comes to marketing a business, website, products, services, or anything else of that nature, the fact that borders and geographic locations are no longer big deterrents opens the door to all kinds of opportunities. However, as you could imagine, this comes with a long list of challenges; perhaps none greater than language barriers.
In the latest installment of This Week in Marketing, Sam and I brought in Jeff Carota, Owner of InterWorld Translation Services. InterWorld Translation Services employs the help of native and highly experienced linguists, copywriters, creative minds, and more to help businesses translate their content and brand materials across the world in over 150 different languages.
In the first segment of the show, we talk about why and how translating business content is much more complex than many people assume. Spoiler: you can’t just copy and paste your content into Google Translate and expect everything to come out smoothly on the other end. Jeff dives into the details of what exactly goes into the process of translation, the materials needed, and the importance it holds in marketing.
In segment two, Jeff lays out the specifics of building out a roadmap for a translation project. He discusses some important information in regards to the differences in the legality of translation processes. Jeff puts it in perspective with some hypothetical examples of TransUnion, Burton, HP, and SmartMove needing to translate their conferences to international audiences.
Section three is all about the benefits and drawbacks of technology in this regard. Being as how our profession is dependent on technology, we are naturally encouraged to rely on things like machine learning and automation. However, the truth is that spoken language and natural discourse is a human area that machines haven’t yet mastered. In most cases, translating business content with the perfect verbiage and wording requires a human touch. Now, technology can still be very helpful in this field. Jeff talks about how Translation Memory technology can save a great deal of time and make the entire process easier in the long term.
Jeff wraps up the show by giving businesses in need of translation some expert tips on how to get their timelines and budgets in order. He also talks about how marketing teams can use this information to accurately plan out their international campaigns, with several hypothetical examples. To end the segment, Jeff discusses some key indicators to look out for when choosing a translation agency, as well as some critical questions to ask.
About the Guest:
Jeff has been with InterWorld Translations Inc. since 2000. He received a B.S in Business Management and Multicultural Studies from San Diego State University, which launched his career in the field. In Jeff’s 20+ years in translations, he has helped businesses from a myriad of industries and backgrounds. When it comes to effective communication of a product, service, idea, you name it, Jeff firmly stands behind the ideology that presenting content in a foreign language requires a microscopic attention to cultural graces and fine-tuned phraseology. Without this knowledge, successful marketing in an unfamiliar language is impossible.
About The Hosts:
Sam Wheeler is a life-long marketer and the VP of Communications at the AMA San Diego. He graduated from Northwestern University and has since worked on marketing projects for companies in Asia, Central America, and North America.
Kevin Svec is a chief content strategist at E2M. He spends his days researching and helping businesses produce compelling content that resonates with audiences of all interest levels. When he’s not rock climbing or hanging out at one of San Diego’s many beaches, Kevin is writing for Impulsive Wanderlust, a travel and leisure website he founded.