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There’s no question that connectivity has shrunk the world. From a technology perspective, distant lands and markets are now just seconds away. Yet large gulfs remain between many global and local marketing efforts.
Inadequate resources, messages that misfire in the local culture and differing levels of marketing maturity can cause a global marketer to question the potential for global/local marketing synergy. But surrendering to these challenges is not the answer. Successful global marketers are turning to new technology platforms today to create effective global and local integration.
What they’ve learned is that while technology alone will not solve anything, without it there’s no chance that a global marketing effort will be equally effective in local implementation.
To gain the engagement of the local marketers, the global marketer must:
Simplify brand positioning and messaging down to a core level and allow local marketers to bring it to life in a locally nuanced and relevant manner. Make it easy for local marketers to use global resources for local marketing by providing digital assets and dynamic content creation resources that enable “freedom within a framework” multi-channel content creation and localization. Provide a resource that avoids a “one size fits all” mentality and makes more sense for local marketers to use than local alternatives. Communicate frequently and effectively and start with an unwavering commitment to actively listen to local marketers before distributing corporate messages. Finding the right blend of global corporate insight and local intuition is critical.
Distributed marketing management platform technology can play a significant role in helping global marketers implement a successful local marketing strategy. Global marketers, however, must evaluate the distributed marketing platform carefully to ensure its capacity to meet the multiple demands of a glocal marketing initiative.
Saepio's new Distributed Marketing Leadership Series, How to Implement a Global Marketing Strategy for Local Marketing, explores this topic in detail. Download it now for more information.