This early morning session was by Sharon Austin, of Amplexor. She talked about a content journey map. And that journey map is very dependent on location and culture.
One notion is to culturally adapt language. The end result may not be an exact match in each culture, but it is more important to be culturally relevant.
Consumers look for language that is relevant to them.
Pillars of content adaption. In design, images don't translate well. Colors mean different things in different cultures. Emojis don't translate well.
In voice and style, it is the most complex area to adapt. So many ways of addressing an audience. An audience adaptation really has to take the audience into consideration.
When you create content, you have a lot of reuse power.
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