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Projecting a consistent global web presence is a challenge for marketing organizations. Some lack the resources to keep their brand and content accurate and compelling in multiple markets. Others fall
into the trap of assuming that a word-for-word translation of the home market website will be as effective in other parts of the world. And some give their local offices the freedom to create their own online presence, which results in confusion about the company’s business
and its brand. Without a unified strategy that combines globalization best practices with specific branding and technology requirements,
companies risk customer alienation and a diluted identity.