Response to Our News: Welocalize Acquires Adapt Worldwide, A Multilingual Digital Marketing Agency
What we have always wished for is coming to fruition. Localization is being viewed as a strategic activity. The first localization “project” I took on after we started the company nearly 20 years ago was exactly that, a project. There was no strategic discussion, only execution of tasks.
What has changed?
Social media has probably been the biggest driver in a strategic rethink of localization, and it is driving the convergence of marketing and localization teams. Simply put, if the brand, associated messaging and support content do not hit the mark culturally or linguistically, a company hears about it, quickly. And very large amounts of revenue are at stake. Witness the recent Facebook experience in India.
Localization strategy is increasingly starting in the CMO office, and this is what drove our decision to acquire Adapt Worldwide (formerly Traffic Optimiser). Localization services are an important piece of the puzzle when expanding globally, but when combined with multilingual digital marketing services – a more comprehensive and strategic partnership with global brands becomes possible.
Our goal is to provide clients the most complete and easy to use set of services possible to support their global customers, and we are excited to be in a very strong position to fulfill that goal.