Você tem um prazo apertado para traduzir seus materiais de marketing. Quais ferramentas podem ajudá-lo a enfrentá-lo?

Translation platforms are a better choice for companies than the systems traditionally used for translation management, such as CAT tools or TMS. One of the main advantages of using a translation platform is that it allows for easier integrations with AI language technology and 3rd-party content systems. It is enabled by the microservices architecture of the modern cloud stack, which is beyond the reach of old systems. At my company, TextUnited, we provide end clients with an easy-to-use SaaS translation platform that includes all the functionalities of a traditional TMS system and CAT tools but with the added benefits of AI language technology without the hassle.

Utilizing Translation Memory (TM) software such as SDL Trados or MemoQ helps streamline the translation process by storing previously translated segments for reuse, reducing redundancy and enhancing consistency. Employing machine translation engines like Google Translate or DeepL as a starting point for draft translations can expedite initial content generation, although human editing is necessary to ensure quality and adherence to brand voice. Platforms like SmartCAT or Memsource facilitate real-time collaboration, allowing for simultaneous work and faster turnaround times. Finally, task management tools such as Trello or Asana help organize workflow, prioritize tasks, and track progress, ensuring efficient project management.

Embrace the power of AI-driven translation tools to turbocharge your workflow and easily conquer tight deadlines. From neural machine translation to smart CAT tools, unleash the arsenal of technology at your fingertips!

The translation deadline tango! Enter the Translation Management System (TMS), my maestro. It orchestrates translations like a symphony conductor, ensuring each piece hits the right note. Now, the CAT tools – my linguistic dance partners. They waltz in, suggesting moves, maintaining style, turning the translation marathon into a dance floor. Picture them as my GPS, guiding me through the linguistic labyrinth. Translation Memory (TM) joins the dance, a nostalgic partner recalling past victories. A time-traveler in the linguistic realm, saving me from retracing steps and turning the marathon into a sprint. For the collaborative salsa, platforms like memoQ or Memsource hit the dance floor.

Translation management platforms have been there for a very long time, but new, AI driven approaches to managing multilingual content call for rather more automated and modern workflow - language operations (langops), language factory - where content is recycled more efficiently, human effort is rather narrowed to NLP experts and subject matter specialists than translators. Such "factories" are put in place by sophisticated translation buyers -knowledgeable LSPs offer this service as well.

Machine Translation (MT) has come a long way, from statistical models to neural models to the full blown Large Language Models of modern AI. There is a lot of benefit to using MT to speed up translation of low risk user submitted content or messages. MT and AI are making there way into more high risk and regulated spaces as the technology advances. For Marketing Materials specific MT is something I would use with caution. In many cases Marketing content is not translated, it's rather adapted. Marketing content is very nuanced and has a lot of localization requirements (color, poses of models etc), it's not just about the language.

Machine Translation (MT) is a very good tool to speed up the work, however you have to know how to use it. You cannot translate and deliver the work without proofread it. You have to thoroughly read and re-read the text and compare it to the original to see if there aren't any misunderstandigs and incorrect use of language. A machine can help you but cannot replace you

As mentioned earlier, marketing material translation is more of transcreation and therefore I doubt if MT will be a good choice - a translator knows both the languages well so there is no need of getting a rough idea of the meaning ... use of MT also depends on the language pair in question - though it works well for European languages, its still in the nascent stages for Indian languages .. if MT is used though, a thorough check is a must so as to avoid expensive errors and unhappy customers!

(N)MT should be a default workflow in most use cases – some need on premise installations, some are ok with cloud providers like DeepL, Google or Amazon. Always hire a specialized LSP to organize this workflow for you, chose the best engines, evaluate them frequently etc.

One aspect is tools for translation. But it is important to start from the very beginning. For all these tools to be effective, think for these aspects as well. Marketing content must be short and crisp so that translation timelines are met. They can also be heavy on image localization rather than a lot of text. Work with your language specialists while working on your source content - bring them in as consultants from the very beginning.

All such plugins and tools should be part of a coherent language-technology operation (language factory) – it is a common problem to own a number of legacy, proprietary or OTS tools, often not compatible.

Translating Marketing content is old fashioned, you need to transcreate marketing content. Transcreation is a creative activity which needs time and research. Educate your client on the importance of making the marketing content worthy for the end-user and once you have done that, client will understand the time it takes.

Translation plugins can help you translate your content quickly, but only if they work in both directions. This means they should be able to send the source content for translation and accept the translated content back, placing it within the structures of your content system. However, a downside of using translation plugins is that you are limited to the workflow created by the plugin creator. An alternative approach is API integration between your content and translation systems. While this type of integration requires more initial effort, it offers greater flexibility in organizing the translation process.

If the plugin is connected to a high quality AI engine, then this could be a much faster method to translate your Wordpress website for example. However as I always note, you must have a human professional native translator to proofread the translated content. Specially if it is a right to left language as there are many errors which could arise. Glyphs and font types for example can change the whole meaning if not entered correctly in a design application such as Adobe suite. We’ve seen it all!

Localization tools are very handy both for the client as well as the localisers/editors! We have worked on e-learning localization projects on Crowdin and it is amazing! The TM, glossary/terminology, images where the translated content will show, interface for raising queries and getting them answered, etc. make it an ideal tool where one has to just log in and start work!

Localization tools are very useful maily when you are dealing with softwares and websites and technical translations that need to be localized. The tools used localization can help you separate the text from codes and let you translate only what has to be translated but let the codes untranslated so they can work firn with the softwares and others.

Proofreading, Review, Sign-Off, whatever you'd like to call it, is critical, especially in the context of Marketing Materials. Someone with experience in the local culture needs to review the final proposed content not just for errors in quality (which should be detectable by a good Translation Platform and process), but for overall look and feel. Understanding how your materials will be received locally is key.

Proofing/editing or Revision/review have always been part of the translation process - to ensure the complete and correct translation of the source text, ironing out minor and major issues to make a flawlessly readable, engaging and enticing piece of content ready for the market, ! An in country review works well especially when it comes to marketing and advertisement material as it is localized for a particular region/population!

If you have a tight deadline, try wearing socks instead of tights. Tights are great but they tend to be a little restrictive. If you want to make sure that you don't have any barriers, you could always go barefoot, but viewer discretion is advised as not all translators have esthetically pleasing feet.

When it comes to engineering related or technical translations, accuracy is non negotiable. Translator must be mindful of the units of measurement familiar to the target audience and convert numbers accordingly. Same goes for the use of decimal points, acronyms and punctuation marks. They may differ from language to language.

To meet a tight deadline for translating marketing materials, several tools can streamline the process. Using platforms like Smartling or Transifex streamlines translation projects, enabling collaboration and progress tracking. Machine translation tools such as Google Translate or DeepL can provide quick translations for initial drafts, which can then be refined by human translators. Additionally, translation memory software like SDL Trados or MemoQ stores previously translated content, ensuring consistency and speeding up the translation process. Integrating these tools with project management platforms like Asana or Trello enhances organization and workflow, aiding in meeting the deadline effectively.