Web on-the-go is now an everyday reality. It touches all of our lives from the moment we wake, to our commute, from work to an evening out on the town. This reality presents both an opportunity and an incredible challenge as Web content managers attempt to optimize customer engagement. Because visitors do not see themselves as part of a global audience but as individuals, we will examine the WCM software requirements that enable organizations to maintain central control, while providing their audiences with locally relevant and translated content. From a Global Brand Management perspective, we will examine how organizations can manage, and build and sustain a global brand identity by reusing brand assets across all channels (multiple, multilingual websites, email and mobile websites). We will also take a fresh look at automated personalization and profiling, and how Web content can be targeted for specific language requirements as well as the local interests of local audiences.