A couple of times we've been requested to add an auto-translation module, so that the mobile sites created on piJnz can automatically be published into multiple languages.

While this seems like a quick way to make the content available to a global audience, unfortunately the result may defeat your marketing purposes entirely.

Having played with various auto-translators over the past years, I wasn't impressed with the accuracy of any of them. It appears that auto-translators can be good for personal reasons, but not so much for business purposes. I've not seen a single auto-translation solution that would convey the intricacies of the language (let alone the grammar) correctly. These computer translation tools could be used as a starting point, but nothing can replace a human fluent in the target language who can look over the translated text, adjust any discrepancies and help you avoid potentially embarrassing situations.

Recently I came across a mobile website that had a Google auto-translator module built-in, and out of curiosity I picked my second language from the language drop down, just to see what the result would be.

The mobile website was for a restaurant advertising a bone-in filet mignon and a rib-eye steak. The auto-translated version of the site invited me to try a delicious 12 oz bone and an 18 oz rib bone with an eye.

To my dog-owning friends: it is time to get your dog a smart phone and a credit card!

Another recent oops of an auto-translator I came across was while looking at a hotel site that mentioned the following benefit in their services list:  "send mail to its native" (meaning that the hotel would send a postcard to my family on my behalf).

The bottom line is - spending a little time and money on a human translator who can help you get your message and content right might be worth it.

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Image credit to Scripps Interactive Newspapers Group