Your digital content is designed for a few markets, but consumed globally as new media yields unprecedented access across national borders. But technology is not a cultural leveler. As our message travels through a digital tunnel across borders to customers and business partners, the new cultural context can render it ineffective, misunderstood, or even offensive. Digital natives expect content that is personalized along the customer journey to be relevant in their culture. A revolution is underway where the new tool to engage diverse international customers and subscribers is cultural segmentation of the digital experience.

Starting from C-suite topics about preserving the corporate message and the company’s cultural assets across borders, review the objectives in localizing content for a digital and mobile world stage. Explore the cultural side of digital communication and how to adapt content and engagement strategies to this forum. Learn different regional communication styles and perceptions of time, discover why emojis aren’t universal, and explore cultural preferences for layout, animation, sound, and even color in digital media. Multidisciplinary content draws on emerging research in intercultural new media studies, developments in neural machine translation, and relevant studies and academic theories on intercultural dynamics.

You’ll takeaway expertise in customizing digital content and engagement strategies for diverse cultures beyond simply translating and localizing text.