U.S. Marketers Need To Localize While Globalizing

Date: 12-24-2007

A study published by JupiterResearch revealed that nearly one-half of marketers at large companies have translated content on their companies' websites into other languages, but less than one quarter have adapted the site's content to a specific language or culture. The research — International Search: Benchmarking the Global Search Marketer — advises marketers to do more than simply translate content. "True localization, rather than just translation, is essential to international search," explained Zia Daniell Wigder, vice president and lead analyst of the report. The report also states that U.S. marketers are lagging behind European counterparts, which were more likely to adapt the content and develop search terms for local consumers.

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