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Companies that tailor the online experience for both language and country make their visitors feel recognized, welcomed, and known. Visitors who immediately feel “at home” on a website will stay longer, do more, and leave with a better brand experience, being more likely to return and more likely to direct others to your organization (see “Gaining Global Web Presence,” Nov10). But globalization requirements do not occur in a vacuum. In this brief, we address changing expectations for web experience in general and how this plays out in meeting the needs of geolingual visitors. If your company’s website must stand out globally, video and social media are essential elements to its success.
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