This is a recording of a talk given at the International Search Summit Boston 2019. Your message travels through a digital tunnel across borders to customers and business partners. However, the new cultural context can render it ineffective, misunderstood, or even offensive. Digital natives expect content that is personalised along the customer journey to be relevant in their culture. Annalisa digs into some of the considerations you need to have when targeting an international audience, from preserving the corporate message to adapting content and engagement strategies for different markets. She provides insights and examples, including regional communication styles and perceptions of time, why emojis aren't universal, and explores cultural preferences for layout, animation, sound, and even colour in digital media.