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How To Translate Global Marketing

Marketing to a global audience can be hard. You need to stay politically correct – and still relevant – when launching devices, services and marketing campaigns worldwide.

Watch Paige Williams, Director of Global Readiness, Trustworthy Computing at Microsoft on

  • Growing your digital marketing success outside your own country or culture,
  • How to understand who and where your customers are
  • How to translate and localize for them

Paige believes that in global digital marketing, the magic lies at the sweet spot between content and context: “We need to look at the world from the perspectives of our customers.  From where they are in the world.  Their language, or languages, their cultural sensibilities and expectations, in essence, how they see the world.”

But location is no longer a key distinguishable feature of language. For Canada, we are well accustomed to providing content in English and French.  But in Vancouver BC, there is a large Chinese speaking population; in fact Richmond, the fourth largest city in BC, has an immigrant population of nearly 70%, which is the highest in Canada, and 50% of that population is Chinese speaking, exceeding New York and San Francisco now. With people living there from China, Hong Kong, Taiwan, Hainan, Malaysia/Singapore, it’s very diverse. So much so that the Chinese being spoken there is starting to become distinct from the location of origin.

Washington DC offers some of the best cultural events and festivals in the United States. As the nation’s capital, the city is home to 175 embassies from around the world and attracts a diverse population to live, work and play in the region.

And the most used languages in New York, in addition to English, are

  • Spanish
  • Portuguese
  • Japanese
  • Russian

Watch this recording from the Localizing Digital Marketing Roundtable on August 25, 2015 in Washington, DC.

March 13, 2017

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