Much energy and attention has been and continues to be focused on how best to communicate with the increasingly influential Hispanic audience in the U.S. One thing that has been learned is that the Hispanic community is, in many cases, frustrated with those communications. For example, because of the poor quality of so many Spanish translated websites, many deem English sites a better alternative even though not their native language.
A recent post on the Hispanic Online Marketing blog expresses concern that the focus on machine translation, including the much-discussed Google Translate, is unfortunately poised to make matters worse.
The prospect of simply inserting your organization’s website content into Google Translate and receiving in return an effective, accurate translation—and for free—is simply irresistible to many. In reality, it echoes the adage that if something seems too good to be true, it probably is.
Because as Hispanic Online Marketing duly points out, sites that opt to use this tool and others like it tend to carry disclaimers alerting you that what you’re reading may not be accurate or reliable. How, one wonders, is this in any way serving the audience?
Such a move may save you money, but in time, a poorly translated site will cost a great deal more. Language is subtle and as much a product of culture and context as words. The reality is that only a human translator, and one with sufficient experience, can effectively meet today’s translation challenges.
About the author: Reymond the Marketing Manager and is the administrator for VIA's Speaking Healthcare blog and claims no authorship over this post. Read more from this author