THURSDAY 24 JUN 2010 2:59 PM


A new report is urging corporations to think of digital communication not as “one size fits all”, but as a concept that varies from culture to culture.

Launched at the Cannes Lions International Advertising Festival by language and marketing specialist Textappeal, “Digital Across Cultures” examines how companies can make their communications output engaging and informative – but also culturally appropriate.

According to Elliot Polak, founder and CEO of Textappeal, a key finding of the report was the importance of “hyperlocality”.

He said: “The web is as ‘hyper-local’ as it is ‘super-global'. The deeper an understanding brands have as to which local mores can help or hinder their digital campaigns, the greater their success.”

In a world where Twitter, and other social media, have revolutionised the way we communicate on both a personal and professional level, Textappeal suggests it is more important than ever to convey a coherent, but culturally adaptable, brand message.