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“We are seeing this from our perspective of having a lot of Finally, which one will be the main goals for
companies coming at us during the past year asking things Ontranslation for this year?
like, ‘why are we not selling in Germany?’ Then, we have “I think that, obviously, to keep becoming a benchmark
been able to produce a complete, comprehensive cultural in localization for cross-border e-commerce, and SEO
and linguistic audit of why that specific brand is not being translation, and all the other services we provide. But also, to
able to connect with its intended audience, in that specific recognize that there is a talent and a massive potential in AI.
market.” And we need to understand how we can automate what can
be automated, but without losing the human factor.”
“To do this, we have done many exciting things besides
cultural and linguistic analysis, like for example, mystery “Because we are humans, we have to speak with humans,
shopping. It is quite interesting. And then I would say that and humans are central to us. That’s our challenge. Because
SEO translation and SEO localization will keep on going there will be an education process, we will have to have
on the rise. We have been working with this for the past 10 with our clients. Recently, we had a meeting of the Spanish
years or more, but now it seems that everybody is talking Association of Translation and Interpretation Companies,
about it, and it has become less niche and more mainstream.” of which I’m part of the board of directors, and one of the
conclusions was that the general public doesn’t really care
“Naturally, when things become more mainstream, more for the quality of the translation.”
fashionable services, you have to be very careful because
there are a lot of people offering it that might need more “So, we have to be very educational and really understand
proper expertise. For example, no one can promise, ‘With my that maybe our clients don’t really need perfect localization,
translation, you are going to rank number one on Google’ especially in e-commerce, where you might have a million
because, well, that’s bullshit.” products, and it might not make sense to do it with a human
translator. I think the key is strategy: what do you do first?
C
“Another trend that is becoming very fashionable is the What do you do second? What kind of service do you use
services of transcreation. This service is a combination of for this content, and what other localization, translation, or M
localization and content writing, and its ultimate goal is transcreation service do you use for that other content? That,
Y
to persuade someone. It doesn’t have to be a literal copy of for me, is vital for any wishing to be successful e-commerce:
CM
the original content. Maybe you have to create a completely to have a strategy and generate trust,” Oscar concludes. ••
new content, that is capable of achieving the same intended MY
result as the original one. And that result is always going to CY
be related to trust. To me, trust is central.”
CMY
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