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Arnold Koh, Senior Director of Global Offerings, Lionbridge weighs in on how to achieve success when balancing the global consistency of a brand and local relevancy of the customer experience in his article for CMO.com
E-commerce has exploded, with online sales expected to reach $523 billion by 2020 in the U.S. alone. Keeping up with this skyrocketing trend requires marketing agility and global brand consistency. But being truly global doesn't mean being in multiple countries--it means having an intimate understanding of culture and business processes to know how to work, connect, and succeed. To successfully optimize global digital marketing, strategies must be paved with quality, relevant customer experiences that engage and add value.
Read on here.