Digital globalisation has dramatically lowered the barriers to entering new markets. But creating a successful multi-lingual site is far more complex than you might think.
Visit the regional versions of the McDonald’s website and the pages you see will have numerous differences – and not just in the language used. Everything from the layout to imagery and symbols will have subtle variations.
There’s good reason for this. McDonald’s, like most successful global brands, understands the importance of tailoring their content to each of their international audiences – a process known as localisation.
Here are five essential tips for a successful localisation strategy. Read more