The world is shrinking fast — not in terms of actual geography, of course, but in our capacity to communicate with one another in multiple ways, in real time, 24×7. Now that we can send messages across miles of land and sea in a mere heartbeat, the global marketplace is open to virtually every business, and everything can happen right now.
As marketers increasingly do business across borders, and across an ever-expanding range of channels, delivering a consistent, compelling customer experience is no small feat. What makes sense for one region or culture may not suit the next . . . and no, you can’t simply rely on Google Translate to make it all turn out alright.