Big Data Provides Invaluable Translation Services For Marketers

When it comes to translation services for marketers, big data is making major strides in improving efficiency and accuracy. Here's how it's changing the game.

Matt James
May 15, 2019
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Big data has opened a number of doors for marketers. One of the most overlooked benefits of big data is that it allows marketers to translate documents from one language to another.

Memsource shows that big data is revolutionizing translation solutions, primarily due to the advent of more sophisticated cloud language platforms and machine learning capabilities. While many big data experts have observed the benefits of big data in translation, they haven’t focused on the applications in the marketing profession.

Big Data is Opening the Door for Marketers to Reach People that Speak Other Languages

Many small businesses have never thought about the potential of improving marketing with translation. They only focus on customers within their own region. Fortunately, machine learning technology has made it easier for them to exploit this opportunity. Tools like Deepl rely on machine learning and sophisticated algorithms, as pointed out in GitHub.

What exactly is a translation? This is the process of communicating the meaning of particular phrases, sentences, and words from one language (source language) into their counterparts in another (target language). The translation can either be verbal or in text format.

In business nowadays, translation is quickly becoming key ingredient to success in a global market. Due to advances in big data technologies, the world has now become a global village. Complex data about other cultures, groups and religions can easily spread across the entire globe. It is also an impossibility for each person to understand every aspect of all cultures across the world. Therefore, as a business, it is important to gain an understanding of your target-market during the marketing process.

Big data is going to be at the forefront of the translation industry in the near future. Our colleagues at Big Data Analytics News state that the future of translation services depend on data technology.

Marketing refers to all the activities undertaken to increase the customer base of a given company, service or product. This is typically done through discounts, bonuses, advertising campaigns, free samples, and corporate social responsibility. However, the bottom-line of the matter is that there will have to be some form of communication throughout all these activities.

Communication in business must be understandable to the consumer. This aims at enlightening him or her about the precise benefits a good or service provides.

The Essence of Translating in Business

Nowadays businesses are increasingly serving a multi-ethnic clientele. This is especially true when it comes to multinationals such as Coca-Cola, Pepsi, Microsoft, Amazon, Toyota, Isuzu and McDonald’s. These companies have stores located across almost all continents in different states far from the main headquarters. Though English is the universal language of instruction and formal communication, there are some regions whereby this language is not spoken natively. It is regarded as a second language. For example, in countries such as Spain, Mexico, Brazil, Portugal, Russia, China, Japan and Italy, the natives speak their vernacular as the official language of instruction and general communication. Big data makes it easier to bridge the gap between people speaking these languages.

Therefore, for a multinational to expand into such territories, they must tailor their marketing to enhance the understanding of the locals. With the power of big data and machine learning, this process becomes a lot easier.

The Process of Localization

Localization is the process of customizing your website or any other product-related content translated into a foreign language. This method is slightly more sophisticated than simple translation methods.

Even for a small business, it is impossible never to encounter foreign tourists while marketing or selling your goods or services. In case these foreigners do not understand even a bit of your local language, you shall experience a challenging time in explaining your products, leave along convincing them to buy.

The world is also increasingly becoming urbanized. This means that in most cosmopolitan towns and cities, you will have to sell your products and services to people from different ethnicities and cultures.  Small businesses might view translation as an additional expense that is not necessary. This can hinder their growth, and competitive edge since language and communication play a huge role in the current business scenario.

Big data helps in two ways. First, companies can use big data to improve their targeting. Secondly, they can use it to develop machine learning algorithms that create content that appeals to the local market.

The Merits of Enterprise Language Translation

The following are some of the advantages that a small business can gain from using big data to adopt translation as part of its marketing strategy:

  • Competitive advantages

In case your competitors are slacking in localization, you can capture this precious advantage to capture a wider market. However, if they have already implemented this move and you have not, you are likely to lag by a wide range. In business, the language the customer understands is much more paramount than your language.

  • New revenue streams

Big data has helped companies identify new markets. Now, data technology also helps them optimize their marketing strategies for those customers. Currently, many big companies are expanding their franchises beyond the confines of their geographical borders. The reason is that it offers a wider consumer base which then translates to greater revenue. However, for a startup or a smaller business, this should not be a priority nor a point of concern. You can focus on expanding within your locality or even within the city. In case it is a metropolitan area, you can focus on the major ethnicities within the region first before expanding.

  • Better communication with both local/foreign customers

Machine learning has played a very imporant role in facilitating communication in many ways. One of the biggest advantages is bridging language gaps. When you speak to your customers in a language they can understand, they can relate more with your product. This is one way of enhancing brand loyalty. The customer feels appreciated by the company since they have taken an interest in his or her language/culture. Furthermore, localization enhances the customer’s understanding of what the product does and how it will solve multiple needs.

In case you are planning to expand internationally, website localization can be of great benefit to translate website features to a foreign language. This is an important benefit that big data offers.  For one, the customer support costs shall be lowered since few will seek clarifications to understand something. What’s more, localization is not only about the language but also customizing the website to the local tastes and preferences. Ensure the currencies, dates and times match the locality. These also include themes, colors, and fonts.  A better understanding of the product also leads to greater customer experience.

  • Enhanced local and international experience

If you have already built your brand name locally, your domestic customer base will increase even more. Furthermore, establishing a website that has information in other languages will endear your products and services to consumers who already have a basic understanding of your offerings. This shall also enhance consumer loyalty.

  • Eradication of miscommunications

There is nothing as damaging to a business brand that a product that was marketed to perform a function different from the actual one. This might be the result of a miscommunication in marketing. You should have a solid understanding of a particular language to avoid exaggerating the promises a certain good or service offers. What’s more, it is essential to abide by the marketing regulations of the target country. This is done through advertising in the official language.

Final Thoughts

In conclusion, you should consider localization as a core part of your marketing strategy just like bonuses and promotions.  It has the potential to bring tremendous benefits to your firm and can put you on the global map.

Big Data Improves Language Translation Services

Big data is transforming the language translation industry. Marketers should embrace its solutions and utilize them to their full potential.