How the Multilingual Web Creates “Glocalization”


ADOTAS – When globalization of monster brands become entangled with the multilingualization of global cyber name identities, “glocalization” suddenly appears, and foreign name identities begin to emerge in local communities in different languages, creating massive customer touchpoints. A new trend is about to emerge: a multi-lingual approach gives a rapid boost to achieving a globalized presence. Depending on the model, a single dotcom name brand can possibly re-emerge in multiple markets in multiple languages. The corporate world has not been indoctrinated into this new line of thinking — their understanding of multilingual expansion is lacking, and no MBA program adequately addresses issues of global corporate nomenclature.

The demands for special knowledge and the complexities of global naming preclude generally accepted routines of marketing and branding exercises. A wake-up call is already out. The question is, what will happen to the global marketing world on the upcoming historic day of May 1, 2012?

The canvas of ecommerce is being stretched over the world at a hyper-accelerated rate, adding new people, markets and cultures. There are two billion online users today. This number will double in upcoming years. Traditional lives embedded in deep and colorful cultures, creating amazing dialogues and exchanges of sounds and scripts in native languages, now fill the internet.

On May 1, when ICANN releases the list of the one to two thousand applicants of the gTLD programs, shockwaves will hit global branding and marketing corridors. The advertising and branding agencies of the world have violently opposed such domain name expansion. Come May 2012, the winners and losers of the global cyber-branding game will become visible.

Only 27 percent of the world’s population speaks English, and the internet, which started out only in English, has expanded into many foreign languages to reach its multilingulization mandate, as laid out by ICANN, the internet authority. With the availability of foreign script domain names amazing dynamics are emerging all over the planet. The young and old from faraway lands can engage in a vital role on the global cyber-branding and communication fronts in their own mother tongues. This is good for the global advancement of communications at the grassroots level. No other technology ever was able to do that. The world may not acknowledge this, and the next generation may completely forget, but the fact remains that the internet was not only an American invention but also a big gift to rest of the world.

Suddenly, the world is divided into population poor and knowledge rich developed nations, poised against population rich emerging nations. With lifestyle-altering technology available for almost free or at little cost, India has a billion mobile phones in use and China has 500 million online users. This is creating a new global image shift where branding and market domination via name identity will become a serious number game. The massive population will provide fertile ground for ideas to incubate and become larger than life in no time. My firm, ABC Namebank, is predicting major changes on global business naming procedures and drastic need for advance level of skills on global cyber name management issues.

The internet is fast becoming a critical local platform in native languages, while simultaneously connected to rest of the world. These non-English domain names invite the non-English-speaking population of the world to actively participate amongst the current world population of seven billion.

Would this unite the people or segregate them into their own culture and keep them focused on in their own existing languages? Perhaps not, looking at the most cosmopolitan cities of the world — for example, Toronto, according to the U.N., has the largest number of different languages among its residents. The interaction among diverse people is very dynamic. On the internet in India or Africa, where there are so many distinct and different cultures and languages, the interaction is still very rich.

English-speaking countries have already proven the power of the internet, and here they will have the opportunity to peek into a larger world. The improved online translation portals will become more visible. The portable devices to translate in live action are already being developed. People are always most comfortable in their mother tongue.

American entrepreneurial spirits are still unmatched anywhere in the world, and so are the innovative applications of marketing management. The fast-changing landscape provides amazing opportunities as ecommerce canvass gets colorfully intricate and keeps expanding in round the clock movements. The subject of multilingualization must be taught in schools and all corporate levels, so the next layer of students and executives can appreciate the hidden beauty of global languages and use internet tools to communicate freely with an online-savvy world, despite the difference of languages.



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