Don’t Rely Completely or Even Mainly on Machine Translation

After the second part of “New Rules of the Road for Global Online Marketing Campaigns”, here is the third part. The focus of discussion is how machine translation may affect your business in a negative way.

For example, a mobile phone maker eager to break into China might consider translating English search terms to plug into a Chinese campaign, not realizing that the highest volume searches for cell phones in China come from a slang term, not the direct translation of cell phone, writes Elizabeth Elting for Business Insider. There are a myriad number of ways a mistranslation can occur – a photo or creative for a campaign that is suddenly confusing because of a mistranslated word. The difference doesn’t even have to be significant – the translation could be literally correct but the subtleties still lost.

For the full article, click here.


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