Gone are the days when you could simply translate your current website or digital media and instantly compete on the global market. Every business with an online presence has the opportunity to be successful globally. So now is the time to consider the benefits of cultural customization over basic translation.

Finding the balance between standardization and localization of the web content is one of the preeminent dilemmas that companies face when tapping international markets. Many times companies, either due to lack of coherent global marketing strategy or for cost/efficiency reasons choose to standardize their marketing mix for international markets. Rationales for standardization strategy are many …