Using the correct terminology in all settings and markets is the cornerstone of better translation and localization. In this article, we will explore the topic of terminology management, and show you some tips on how to help your business globalize with the help of translation software.
Why companies use translation software
Translation management systems (or TMSs for short) such as memoQ TMS are created to help companies manage their localization processes. They are equipped with features for both translators and project managers, such as translation memories, terminology management, and project management.
When working with an excessive amount of text (including but not limited to website copy, UX texts, manuals, or any translated material), it is key for the organization to store, use, and manage its resources in a smart way. A TMS helps you keep all materials in the same system, reuse old translations and automate processes within the workflow so that your linguists can do what they do best, and not need to spend too much time on manual work.
According to SGK’s article, a localized experience significantly increases the likelihood of a purchase. This means that making your brand visible in as many markets as possible is one of the most important factors when it comes to going global. More awareness leads to more customers, and, eventually, more profit for your organization.
So, it can be concluded that the use of a TMS is a key building block to the globalization strategy of international companies. One factor that needs to be considered when it comes to localized experiences is terminology management.
What is terminology management?
According to Uwe Muegge, “terminology management enables organizations of any size to use the same terms consistently within and across all types of communication that accompany a product or service. Typical communication types include specifications, drawings, GUI, software strings, help systems, technical documentation, marketing materials, regulatory submissions, etc. As multiple authors typically contribute to each one of these communications, terminology management is the most efficient solution for ensuring that the organization communicates the same message and speaks with one voice.”
Terminology management matters most when you are translating texts of a specialized field since you must always use correct as well as consistent terminology within the given context. You need an up-to-date database of terms and phrases to be used by all your linguists within a specific project. You also need your translators to properly document all terms and translations to be used across the given text or even project.
Why terminology management matters
There can be many words or phrases in a source text that can be translated into many different words in the target language. A common understanding of terminology is crucial when more than one linguist is working on a text or project. You must make sure that the correct words and phrases are used within the same context to avoid confusion, make the quality assurance process easier, and ensure that the target text is always error-free.
It is well-known that translation can involve many fields of expertise, such as law, engineering, pharmaceuticals, etc. Many of these fields require specific jargon (and, of course, specialized translators). In these fields, it is even more important to use the correct terminology since one error can be a matter of life and death. By creating your term database beforehand, you have already made the first step towards consistent terminology, even before starting the actual translation process.
How to approach terminology management: the Kalcium-memoQ integration
If you’re using an external terminology management system, importing and exporting new or updated term bases each time can be time-consuming as well as prone to errors.
The Kalcium-memoQ integration is based on an API, so once you connect the two systems, the term bases will update automatically as they change. Kalcium Quickterm also allows you to keep track of the life cycle of your term base entries, so you can make sure that the most up-to-date terms are readily available in memoQ at all times. This makes the process faster, and it is not required to create a new termbase every time.
This way the customer can rely on the latest terminology versions to be available to the supply chain.
How terminology management can affect your business
Okay, so now you know what terminology management is and how to approach it within the localization workflow. But the story does not end there. Once you’ve mastered an area of translation management, you should put it to use everywhere. So, let’s see a few areas where you can utilize terminology management.
Content marketing involves creating and managing all kinds of content that you want to use for marketing purposes, such as blog posts, infographics, social media posts, etc.
If you want your business to reach the widest audience possible, it is crucial that you don’t stick to one or two platforms or content formats. You must try different means and formats of communication to see what your audience responds to best. It is important that you’re consistent not only on your website but across all platforms so that your messaging is clear and consistent everywhere.
By introducing terminology management, you can make sure that all your content is aligned and that you are using the correct terminology across your communication.
If you rely on unpaid marketing and want your customers to find you organically, you’ve probably heard of search engine optimization. This means that you create content with not only your customers in mind but also search engines.
One of the cornerstones of SEO is centered around terminology management. You need to find the terms (or keywords) that your audience feels connected to, and you must always tailor it to the actual market and the cultural aspects of the region you are targeting.
By using the correct terminology in your search engine optimization strategy, you can significantly increase the organic traffic to your website.
Perception of your brand
The way your brand is seen in different cultural and linguistic contexts can heavily influence your reputation and sales in different parts of the world. According to a study by the Harvard Business Review, more than 50% of consumers find communication in their own language more important than price.
So, localization, and within that, terminology management must be considered when creating and maintaining a brand localization strategy. Consistently using the correct expressions builds trust toward your brand, and it will more likely be successful in the global market.
As you can see, terminology management can serve as one of the most important building blocks of your globalization strategy. This can lead to more awareness of your brand, better customer experience, and eventually, more leads and more profit for your company.
If you’re interested in introducing more efficient terminology management into your localization workflow, please contact us via the button below.