In the ever-expanding global marketplace, businesses are constantly seeking ways to break through language barriers and reach diverse audiences. Translating content accurately and efficiently is key to breaking down language barriers and engaging with customers across different regions. As technology continues to advance, machine translation has emerged as a powerful tool for bridging these linguistic gaps. However, the question remains: what is the true ROI of machine translation in terms of translation quality, potential mistakes, and costs?

The evolution of Machine Translation: from awkward to awesome

Machine translation has undergone a remarkable transformation in recent years, thanks to the advancements in machine learning. This evolution has elevated machine translation from its awkward beginnings to a powerful and reliable tool for brands. Gone are the days of clunky, awkward translations that left readers scratching their heads. Modern machine translation engines have become smarter and more sophisticated, producing results that are often surprisingly accurate and coherent. This has opened up new possibilities for brands to enter foreign markets with greater ease and efficiency.

The power of Machine translation to kickstart new markets

Machine translation, powered by state-of-the-art algorithms and neural networks, has become a game-changer in the world of language translation. This technology enables brands to overcome linguistic barriers and rapidly expand their global presence. With the ability to quickly translate vast amounts of content, machine translation opens up opportunities for businesses to enter new markets and engage with international customers.

A brand can start its translation journey by leveraging a generic machine translation engine like Google Translate, DeepL, Azure MT, Tencent MT etc. This initial step allows them to quickly translate their content and get it out to market. While the quality may not be perfect, it can serve as a solid foundation for establishing a presence in new territories. After all, any translation is better than no translation when it comes to connecting with potential customers.

Avoiding translation mistakes: protecting your brand's reputation

Photo by Elisa Ventur on Unsplash 

However, relying solely on generic machine translation can come with its own set of risks. Translation mistakes can have far-reaching consequences for businesses operating in the global arena. There is always the possibility of translation mistakes or inaccuracies that could negatively impact a brand’s image. Imagine a scenario where a product description is mistranslated, resulting in confusion or even misinformation for the customer. Such errors can erode trust and credibility, potentially leading to lost sales and damage to the brand’s reputation.

To mitigate these risks and achieve higher levels of translation quality, brands have two main options: custom machine translation and human review. Custom machine translation involves training the translation engine specifically for a brand’s domain and style, improving the accuracy and consistency of translations. Human review, on the other hand, involves professional linguists reviewing and editing the machine-translated content to ensure it meets the desired quality standards.

By utilizing custom machine translation or incorporating human review into the translation process, businesses can ensure accuracy, cultural relevance, and maintain their brand’s integrity across different languages and markets.

Translation quality matters!

Higher-quality translations enhance the customer experience, build trust, and ultimately drive conversions. High-quality translations not only provide accurate information but also convey the brand’s message effectively, fostering trust and building stronger connections with the target audience. When customers feel that a brand respects and values their language and culture, they are more likely to engage, make purchases, and become loyal advocates.

By prioritizing translation quality, brands can maximize their ROI and solidify their position in the global marketplace. Of course, investing in higher-quality translations does come at a cost.

Custom machine translation and human review involve additional resources, such as skilled linguists and language experts, which can impact the overall budget. This is where the concept of translation ROI becomes crucial. Brands must carefully consider the potential benefits of investing in higher quality translations against the associated costs.

Progressive translation costs and ROI: you can be agile

Finding the sweet spot between translation quality and cost is key to optimizing ROI. It’s not always necessary or practical to pursue the highest level of quality for every translation project. Instead, brands should evaluate their specific goals, target audience, and budget to determine the appropriate level of investment. This requires a strategic approach and a clear understanding of the potential impact on conversion rates, customer satisfaction, and overall business growth.

Striking the right balance is crucial. Investing in translation services that align with your budget and business goals can help optimize your ROI. Whether it’s utilizing standard machine translation, custom solutions, or human review, finding the sweet spot between quality and costs will ensure a successful and cost-effective translation strategy.

Wezen: your platform for progressive quality

Enter Wezen, the platform that provides the framework for brands to set up their linguistic process, ensuring the desired level of translation quality while optimizing costs. We have seen firsthand how even starting with level 1 translation, which utilizes standard machine translation, can yield noticeable impacts on website traffic. As brands invest more in their translation efforts, traffic and conversion rates continue to rise.

With Wezen’s powerful linguistic ecosystem, brands gain access to a range of translation solutions tailored to their specific needs. From standard machine translation to custom machine translation and human review, Wezen empowers businesses to achieve their desired level of translation quality while optimizing costs. By leveraging Wezen’s cutting-edge technology and expertise, brands can unlock new markets, increase customer satisfaction, and drive higher ROI.

In conclusion, machine translation has transformed the way businesses communicate globally. From its humble beginnings to its current state of awesomeness, machine translation advancements have elevated translation quality to new heights. However, achieving the optimal translation ROI requires a thoughtful strategy that considers factors such as translation quality, potential mistakes, and costs. By finding the sweet spot between quality and cost, brands can effectively connect with international audiences, drive conversions, and ultimately fuel their growth.

If you’re ready to embark on your translation journey, look no further than Wezen. Our platform is equipped with the tools and resources you need to achieve translation success!