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As more and more information or digital content is available online, internet users expect this content to be readily available in a multitude of languages. This has huge implications for those businesses and organisations engaging in international trade, particularly when looking for a foothold in new markets and increasing sales revenue.

Marcia Metz, from EMC discussed the key points of “information liquidity”, which included using “information as an asset that can be turned into revenue”. If organisations want to succeed at global levels they need to turn their information assets into revenue.

Digital information or user generated content (UGC) coupled with a growing online community are contributing factors to a surge in online digital content.  This can be seen, in part by the increased number of mobile internet users who can access and create content through their mobile network providers in areas where broadband networks have yet to be established. These users are strengthening the presence of digital information by driving both demand and growth.

Consumers are using the internet to voice their opinions and push their ideas. So far in 2013, UGC accounts for approximately 80% of content created online. The role of UGC in determining brand image and value is now becoming the norm as many SMEs and multinationals are turning to crowdsourcing as a means of generating new product ideas and marketing campaigns.

These companies are using social networks and online customer conversations rather than the traditional marketing channels employed by organisations, to develop and create a global brand image. Managing global customer content and translating the highest value content are two of the biggest challenges currently facing businesses and organisations.

The question is: What is the most efficient method a company or organisation can use to overcome these challenges? The answer is not the traditional “translate-edit-proof” (TEP) translation models but instead an automated and time efficient translation model that can convert ‘big’ and ‘relevant’ information into a stronger global brand.

Machine Translation technology with a customized translation engine is the most feasible method with which to translate large volumes of domain specific UGC across a multitude of languages. Machine Translation is fast becoming a core competence for the future success of global business.

The best solution for this, is through a collaboration of machine translation technology and human translators. Human translators provide the linguistic talents required for content quality assessment and the “linguistic steering” required to tune MT engines and reach business goals and objectives. The integration of machine translation technology into a Language Service Provider’s (LSP) production workflow requires three key components; training, quality and usability if the technology is to be implemented successfully.

If businesses and organisations can sift through the digital content, translating the most relevant content for business growth, then these translations or assets can have more value than any corporate produced content.

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