Regardless of race or ethnicity, one of the most effective ways to market across cultures is connecting with consumers in their native tongue. A recent European Union study indicates that only around 18 percent of Web users feel comfortable purchasing in a non-native language, and 42 percent would never buy in a foreign language under any circumstance.
Translating content accurately, however, can be problematic. Semantic inconsistencies arise from poor translation, often pointing to the need to create original content in a variety of intended languages, a task that may prove nearly impossible to most companies. More.
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