This is a video recording of a presentation from International Search Summit, which took place in Barcelona in 2019. There is no content effectiveness without content readiness. How do source terminology accuracy, vocabulary consistency, global policies for visual and audio content play out to deliver local experiences? How can we measure the impact? These practices are challenges resonating with international marketers. During this presentation, Patricia reviews some customer journeys and pinpoints why/how/when global content readiness cost and time effectively are linguistically, culturally and functionally relevant.
