Bad language is having a negative impact on international companies sales in Latin America
In an era of globalization, where businesses are expanding their reach across borders, effective communication becomes essential. One crucial aspect of communication that often goes overlooked is bad translation. The ability to convey a message accurately with cultural sensitivity is crucial, especially in diverse regions like Latin America.
Recent research has brought to light a concerning trend, revealing that a staggering 77% of Latin Americans refrained from making a purchase due to bad language. The experience for the user or customer is unpleasant and leaves a bad taste, which can lead to a loss of interest on the part of customers, the website or the product.
Bad translation services can lead to a set of harmful conditions that can include offenses to the public and customers, unbearable delays, disregard for regulations and rules, additional costs and the waste of resources.
However, lost opportunities for business expansion, reaching international markets and attracting more customers are the most serious consequences that can finish off a business, even before it gets going.
The importance of good translation
Language is more than just a form of communication, it is a reflection of culture, values and identity. In the context of business, an accurate translation is the bridge that connects companies to their target audience.
Beyond merely converting words from one language to another, effective translation serves as a bridge for successful global interactions.
When something is badly translated, misunderstandings arise, leading to a breakdown in communication. In Latin America, a region known for its linguistic diversity, the impact of bad translation can be particularly profound.
At the heart of a good translation lies the ability to navigate and respect cultural nuances. A skilled translator goes beyond literal word-for-word conversion, focusing more on the particularities of each culture.
This cultural sensitivity is essential to avoid misunderstandings, prevent unintended offense and foster a sense of inclusion within the communication.
Talking about businesses, a good translation is a prerequisite for success. Whether it is for marketing materials, product information, or customer support, accurate and culturally appropriate translation enhances a company’s ability to connect with diverse audiences.
It builds trust, facilitates understanding, and ultimately paves the way for successful market penetration.
It is important to emphasize that the act of translating is not limited to knowing the meaning of words and putting together sentence structures in another language.
The act of translating also involves the translator’s knowledge of the cultures involved and translation techniques, such as adaptation to the context. Furthermore, there is also the effort that will be expended by this professional to transmit, in the most correct way, the meaning of the original message into the other language.
Besides that, it is mandatory for translators to study and know the topic to be translated, especially when it involves technical vocabulary. In these cases, the use of correct meaning and standardization makes all the difference in the final result of the translation.
The research findings
In the dynamic world of e-commerce, where global markets are just a click away, selling to Latin American consumers requires a nuanced approach. In addition to the logistics of shipping and payment methods, language plays a pivotal role in shaping the success of online businesses.
According to Ofcom (2021), the use of bad language can undoubtedly contribute to creating a dramatic impact and establishing a distinctive brand identity. However, customer concerns arise, particularly in situations where children may be exposed to inappropriate language or when communications revolve around negative stereotypes.
The Bad Language report published by Sherlock Communications reveals that although the use of bad language may initially attract consumer traffic to websites, it can subsequently result in a decline in sales. It is crucial to note that when we mention bad language, it extends beyond the mere use of expletives.
The Bad Language research conducted on the Latin American market reveals a startling reality – 77% of consumers have refrained from making a purchase due to bad translation. This statistic raises important questions about the quality of translation services, the industries most affected, and the economic repercussions for businesses operating in the region.
The research was made in six countries – including Argentina, Brazil, Chile, Colombia, Mexico and Peru – where it was found that 77% of respondents gave up considering the possibility of purchasing from international companies due to the inadequate quality of automatic translations and divergences between images and descriptions.
Latin America stands as a linguistic mosaic, with Spanish and Portuguese being the predominant languages. However, within these languages, regional dialects, colloquialisms and cultural nuances abound. Understanding the linguistic diversity within each market is the first step towards effective communication.
It is important to emphasize that language is not something that follows the same rules everywhere, and a one-size-fits-all approach to communication can be wrong, especially in Latin America.
Regional colloquialisms and culture add layers of complexity to effective communication. For instance, a phrase that resonates positively in one Spanish-speaking country might carry a different connotation in another. Businesses need to be tuned to these subtleties to avoid causing offense or misunderstanding without meaning to.
Reasons for customers to refrain from purchasing
Understanding the reasons behind consumers avoiding purchases due to bad translation is crucial for businesses seeking to improve their global outreach. Some common factors include:
- Cultural insensitivity: poorly translated content may recklessly offend cultural sensibilities, causing potential customers to distance themselves from a product or service;
- Loss of trust: inaccurate translations can destroy the trust that consumers place in a brand. When information is not conveyed clearly, it raises doubts about the reliability of the product or service;
- Confusion: misunderstandings arising from bad translations can lead to confusion about product specifications, pricing, or usage instructions, dissuading potential buyers.
Accurate translations are essential to ensure that companies communicate effectively. This communication can also take place with partners, employees, suppliers and others involved in transactions involving people who speak different languages.
Can we trust in translation apps?
In our global landscape, the demand for seamless communication across languages has never been more crucial. With the rise of technology, translation apps have emerged as handy tools, promising to bridge linguistic gaps and facilitate understanding between individuals who speak different languages.
However, the question that remains is whether we can truly trust these translation apps to deliver accurate and reliable results.
Translation apps are showing increasingly better results. Indeed, every day an innovation is brought, and they present fewer errors. Mistakes from a decade ago are no longer replicated by these applications.
However, the professional translator’s knowledge of the languages involved, the specific terminology and the translation technique is what guarantees the quality of a translation.
Translation apps have made significant changes in terms of accuracy, but they are not without limitations. While they excel at providing literal translations and basic language assistance, nuances, cultural context and idiomatic expressions often confuse their algorithms.
The particularities of human communication, with its layers of meaning and culture, pose challenges that even the most advanced translation apps struggle to overcome.
Another fundamental question in evaluating translation apps is whether they can replace the human touch. While technology has evolved, the intuitive understanding, cultural sensitivity and contextual grasp that human translators bring to the table remain unparalleled.
The human touch is particularly crucial in domains like literature, legal documents and creative content where precision and nuanced interpretation are essential, especially for business.
Solutions and best practices
To change the negative impact of bad translation, businesses must adopt effective strategies and best practices. Some key recommendations include:
- Professional translation services: investing in professional translation services ensures accuracy and cultural sensitivity. Human translators with expertise in the target language and culture can convey messages effectively;
- Localization: adapting content to specific linguistic and cultural nuances is essential. Localization involves adapting content to resonate with the local audience, addressing not just language but also cultural norms and preferences;
- Quality assurance: implementing robust quality assurance processes is crucial to catch and avoid translation errors before the content is published. This includes thorough proofreading, editing and feedback loops with native speakers;
- Cross-cultural training: providing cross-cultural training for employees can improve their understanding of diverse linguistic and cultural backgrounds. In this way, it contributes to better communication strategies.
The revelation that 77% of Latin Americans refrained from a purchase due to bad translation underscores the critical role that accurate communication plays in business success. The impact goes beyond financial losses, affecting brand reputation and customer trust.
As businesses continue to expand globally, prioritizing effective translation is not just a choice but a necessity. By understanding the reasoning behind consumer hesitation and implementing best practices to avoid bad translation, companies can conquer positive relationships with their target audience.