Why Read This
As the global economy rebounds, opportunity beyond traditional markets will only expand. New local audiences and new requirements for meeting specific local needs — both in terms of the products and services delivered as well as the marketing of those offerings — must be addressed. A closer look at how business marketers in high technology and other industries budget and assign responsibility for marketing localization — whether it's developing new content, finding new images, translating collateral, or launching altogether different campaigns or activities — suggests that they get it, but there is room for improvement. Higher priority initiatives such as social media and Web marketing will require localization to reach new global audiences, making marketing localization a prime candidate for best supporting role.