Expert IDs global content drivers

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Global content isn’t just about straight translation in 2016, and the challenges surrounding global content remain tough to conquer.

“The business landscape has seen a number of changes over the past decade: cloud technology, mobile communication and increased access to data have all played major roles. Today on the digital web there are no more borders. Going global won’t be a competitive advantage going forward, it will become table stakes for most businesses,” said Peggy Chen, Vice President of Marketing, SDL.

According to Chen, the fast growth of digital and mobile channels has helped many brands increase their market share. Those additional channels made it simpler for consumers to reach brands, to buy products, and to share those products with their friends.

“Brands increasingly need to address local market content requirements and context while managing the operational efficiency and related costs of doing business,” said Chen. “Websites are global, providing access to brand information to everyone. Even brands who do are not currently deliberately expanding into new markets find themselves faced with the pleasant dilemma of market demand from many different international locations.”

More from Chen and SDL next week, including how brands can address local market requirements.

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ABOUT THE AUTHOR

Kristina Knight-1
Kristina Knight, Journalist , BA
Content Writer & Editor
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Kristina Knight is a freelance writer with more than 15 years of experience writing on varied topics. Kristina’s focus for the past 10 years has been the small business, online marketing, and banking sectors, however, she keeps things interesting by writing about her experiences as an adoptive mom, parenting, and education issues. Kristina’s work has appeared with BizReport.com, NBC News, Soaps.com, DisasterNewsNetwork, and many more publications.