Segmenting Global Audiences and Adapting Digital Content for Target Users

Digital content publishers traditionally authored content in one source language and distributed it to native speakers of that source language (usually, but not always, based in the same region as that of the publisher). Digital content was usually only translated for regions that displayed sufficient potential for increasing international sales. Even then, the cost of translation, combined with the expense of physically exporting software products and associated documentation, often proved prohibitive for enterprises who focused mainly on selling and marketing to domestic or “local” audiences.