Can localization move at the speed of digital? Traditional localization processes were created a long time ago in a world that looked very different. They were based on print (remember that?), with linear steps and neat deliverable packages. Digital marketing spurs growth, even internationally, with a flood of new content.
Digital content has added layer upon layer of new complexity to the mix: scale, dynamism, diversity, nuance, and personalization. But perhaps the biggest change is the ability to measure performance. Can you identify which content is doing its job, and which isn’t, in all your markets?