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The Digital Revolution by Alan Charlesworth

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Considering Globalization

When you expand your organization into new countries, you must decide whether to standardize—use the same marketing mix, or localize—adapt the mix to suit the various local markets. As a digital marketer you will be faced with the same issue with regard to your global website.

Catering to a universal audience

Some domestic organizations cater to a global audience using a single website. This is usually written in the organization’s home language. An English translation might be offered, or translations of some or all pages into other languages may be included. There is, however, no attempt to change the content to better suit local markets or trading environments.

Achieving a global website

There are organizations ...

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