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How Rogue MT Interrupts the Brand Dialogue
by Donald A. DePalma
August 28, 2014
August 28, 2014

 
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Summary
As soon as visitors to your website use free online machine translation, they break out of the dialogue that you’ve crafted for them. What they see isn’t under your control – they read machine-translated content that doesn’t accurately reflect your company’s voice, terminology, or products. The translation may seem okay, but it will be missing critical branding elements such as your tone and style. Sixty-three percent of corporate respondents to a survey on MT were concerned about this loss of branding control. This brief discusses the scope of this informal use of free MT, why enterprises should be concerned, and potential solutions.

Availability
  • Global Leaders
  • Technology Vendors

Pages: 5
 

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