The term “global marketing” has become outdated. Companies may be global and have marketing departments hoping to reach audiences in various regions and of diverse demographics, but there is no longer a need to differentiate between what is global marketing and what is not. In today’s constantly connected business world, all marketing is global marketing. There is merit to adapting marketing campaigns to different regions, as Oreo adapted its cookie to China, but businesses must recognize they cannot limit marketing messages to certain regions and that people will take their messaging to places they may not have intended.
Laptops, mobile phones, tablets and countless other technologies have eliminated geographical barriers, and now nearly everyone has the ability to create and promote content, effectively becoming their own small media companies. Consumers are exposed to messages, images and products from cultures and locations outside of their own and are able to buy products from those outside locations. In most cases it makes sense to craft one key global message versus multiple local messages for each individual region and market. After all, the Internet is the most popular marketplace, and as Old Spice learned when they debuted Old Spice Man in a 2010 Super Bowl ad, if you’ve got the right message and right platforms, your message and product can thrive in any marketplace and continuously cross borders, genders and interests, resonating with your audience long after initial introductions.
Developing separate strategies for global campaigns and local campaigns is also not efficient; it takes time and resources. This causes a problem for rolling out campaigns, as consumers want to know about the product and services that are available, and marketers want to share the details with them immediately and in real time. We now can perform an efficient message exchange within seconds using technology like the Internet, mobile advertising, webcasts and live blogging, which significantly increases ROI.
Take Apple’s recent iPad and iOS unveiling, for example – a decade ago, a global roll-out of those products would have required an outsized outflow of company resources, with sales and marketing teams on the ground, visiting different regions and spreading essentially the same message, adjusted only slightly for localization purposes. Last month, the world was instantly exposed to Apple’s update with the company’s ability to host a live conference online, and as some have come to expect, Apple fans around the world will begin ordering Apple’s new iPads and lining up outside store doors as soon as availability is imminent.
In addition to the Internet’s impact on regional marketing, the proliferation of mobile devices is also expediting the elimination of regional barriers. By being able to access your information anytime, anywhere, people are literally bringing their data with them across borders and creating an always-on type of world that enables marketing and communication teams to reach audiences 24/7. This creates a marketplace where consumers hear many messages at once, eliminating the day/night cycles of traditional media. Having one clear and constant message is key to breaking though the jargon and jumble and achieving your marketing goals.
Globalization and technology make most local marketing strategies unnecessary. Instead, when it comes to marketing, think about optimizing efficiency with a single worldwide strategy.
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