- November 30, 2018
- Posted by: Madhumitha J
- Category: Translation Blog
What is Translation? Translation could be many things – right from being a means of discovery to a point of domination like it was back then when kingdoms rose and fell. But most of all, today translation is a gateway between people, disseminating texts, being inspired by the idea that by understanding another language, it would be easier to exchange ideas, which can solve problems. We are in the ‘now’ time of translation, where machines are beginning to increase translators’ productivity making translation altogether more fascinating like never before.
Translation services around the world are gaining momentum to keep up with the pace of the evolving technology scene and fine-tune their services so as to continue facilitating communication between businesses and people across the world in their respective native languages. With that being said, let us take a look at the most exciting trends that keep tweaking the world of translation to another level in 2018 and are set to redefine the way how translation would be perceived in the future.
1. Companies prioritize translation of e-learning services
Today’s globalized world has placed companies in a critical position to quit old school employee training methods in favor of streamlined digital e-learning programmes that can be accessed from anywhere and at any time. This has increased the need to develop training materials in the local languages of their employees. An increasing number of companies continue to incorporate translation of their e-learning materials into their list of priorities as they keep witnessing an overall increase in their employee engagement and performance. This has made their employees feel connected to their employers and be assured that their work is gaining the recognition it deserves.
With a boost in business productivity and revenue, translation of e-learning services will have new shores to explore in the global business scenario.
2. Video Translation goes Mainstream
Translation doesn’t just stop with translating e-learning materials but goes far beyond that. In today’s digital age, videos are key marketing tools. Video Marketing is crucial of the marketing effort of every business. Business owners and managers would agree unanimously that a video is a powerful tool that accentuates their marketing agenda that enhances their customer experience.
Globalizing your content is an effective way to target native speakers of languages other than English. Translating and localizing your work is a rule of the thumb today to establish instant connections with a customer, an employee in a foreign country or a multilingual speaker. But simply translating the words into another language is not enough. You have to understand your target audience’s culture and customize your work to suit their culture. Doing so is vital to encourage global growth, both inside and outside your business. In the coming years, video translation services are expected to rise as global companies opt for video marketing on a large scale.
3. Cross-border businesses demand hybrid translation services
Translations for Travel & Tourism will continue to experience a tremendous growth this year and beyond. Apart from travel and tourism, the exports and imports market is another platform that tends to highly depend upon translation services. Travel is getting more accessible today with an increasing number of travel enthusiasts traveling across the globe. Tourism companies need to get their word out there in people’s local languages to garner new customers. This increases the need to translate contents such as service descriptions, reviews and payment options available in local languages of their target group. Hotels, travel agencies, and airlines localize their content, suitable to their potential customers, which helps elevate their marketing efforts.
Furthermore, export and import businesses keep growing each year and this is another main reason why translation will remain a big industry in the future. Companies exporting and importing product need localized content to get their need out there and to establish their market in a foreign country.
4. Captioning Translation
Closed captioning was initially developed to help people hearing difficulties. This continues to be a demand today to serve customers with such special needs. This has grown so much that The Americans with Disabilities Act and the international Web Content Accessibility Guidelines require captions for multimedia. These laws are applicable across multiple streams like the government, education, entertainment, and business areas to protect the rights of people with special needs.
But this gets even more interesting as captions are not only for people with special needs anymore. Captions are also useful for normal viewers who like to follow your story while turning off the sound. People prefer this mode for several reasons, maybe being in a noisy place or in a sound-sensitive place like the library or a hospital. Also, captions allow viewers to understand videos that pop up on social media news feeds. They can just read the short captions and watch the video without turning on the audio. This also helps them prioritize and filter the contents according to their interests.
5. Increase in Voice-Over & Subtitling
Video marketing makes new strides with voiceovers. This is because regular dubbing is not as economical as voiceover and subtitling. However, voiceovers must be done only by experienced translators for maximum accuracy.
Young audiences today, like to watch videos with voiceover in their local language with subtitles in other languages. For instance, students like to watch and listen to videos that are in their original language in the video as they prefer to read the subtitles. They see this as an opportunity to learn a new language.
Globalization has opened new avenues for subtitling as many video makers have started to notice the value in localizing their content in multiple languages. Subtitles for the hearing impaired have taken it to another level where such people can access multiple languages.
6. Growing Web App Localization:
Companies around the world are recognizing the need for localizing their web apps to increase their web presence and reach more audience.
Translation companies continue to support these businesses in making their web applications available in different languages where they serve. People prefer using downloading and using different web applications on their smartphones rather than accessing various websites for their needs. They prefer having their favorite web apps handy so they can access it anytime they want to. Localizing web applications has proven to be a better strategy to reach audiences in multiple countries.
Translation Services – A prominent part of Annual Budget Planning
Companies have recognized the importance of translation services for the impact it carries. It has transformed the way how businesses are perceived across borders so much that it has become a part of every company’s annual budget.
The future is all about targeting developing markets. With an astounding increase in the usage of internet in the Middle East and Africa, translation service could be a potential means to explore these valuable markets. 2018 carries more exciting and rewarding opportunities for the translation industry and its clients as a whole.
Translation is no longer just the information alone. It has now evolved as a powerful strategy to make personalized communication accessible to anyone, anywhere. Translation services providers and clients are going to work hand-in-hand to bridge the language gap in order to establish global relationships.
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