lobalization is the trending process that digital marketing is undergoing now. It seems to be a great concept on paper. To enhance your marketing campaign across a multitude of local markets is undoubtedly a beneficial idea. Such an approach helps you save resources and efforts and guarantees a high consistency level between all your in-market activities.
However, the idea of globalization is still a subject of argue among digital marketing experts. Many marketers are skeptical about the effectiveness of going global. What makes them think so? Let’s have a closer look.
Find a golden mean
It is a common situation for marketing teams, especially in large businesses, to choose quite opposite tactics when it comes to globalization process. Sometimes central marketing departments are in control of every single territory. At other times they all focus on a specific local market, thus, fragmenting their efforts and failing to see the whole picture.
Still, there is a way-out to make this situation stable. How can it be done?
Globalization on marketing can really boost your revenue and help to save time and resources. Providing that you take into account all special local needs and individual features.
The golden mean has yet to be found here. The balanced approach implies that not all central activities should be applied on local markets. We have prepared several tips for an effective and successful digital marketing campaign.
1. Define and separate global and local activities
Global marketing strategy is supposed to have both global plans and specific local initiatives. These plans must be developed globally, but local teams must have some freedom to implement them according to regional characteristics.
Some sectors would rather be guided globally, namely branding policy, overall marketing planning and budgeting. Other sectors are better managed on a regional level. Such activities may include local marketing campaigns, PR events, tactical initiatives and communication across social media channels in the region.
Dividing the markets into layers can significantly improve your business perspective. It helps efficiently allocate resources both on global and local levels. Identify various areas within your marketing concern before you are stuck with time and money issues.
2. Resonate with local market needs
It is a sad but common thing for some shortsighted marketers to ignore regional variousness. On pretext of acting globally, they just stay away from taking leveraged marketing steps. Such employees do not want to spend time and efforts to understand local peculiarities and individual customer needs.
Instead, global and local teams must develop a single comprehensive approach to gain mutual benefits. Times of one-size-fits-all marketing initiatives to be applied internationally are gone. It is not a top secret that mentality and cultural background of people from the USA, France and India differ greatly. Thus, you have to concentrate on different customer values to meet their needs.
3. Build a proactive marketing strategy
Identifying marketing areas beforehand is not over. Make an upfront analysis of all business activities from the viewpoint of a certain region. Consider local characteristics and customer behaviors, including legal system and economic situation. It saves you from unreasonable costs and helps plan an actionable marketing strategy.
4. Make your local campaign energetic
It is high time for local teams to build up a strong and scalable marketing plan. All departments must be well-trained and positively motivated to fulfill brand goals. Find an experienced global campaign manager – he will guarantee the workflow excellence and successful communication between a global office and affiliates.
Planning business activities must be clear and consistent. All the stuff, from global execs to regional employees, have to know the work schedule, project objectives and deadlines. Consider different time zones in the countries, where the marketing campaign is to be deployed. Keep your company calendar straight to time changes ‒ otherwise, everyone will confuse your business plans.
5. Keeping track of the processes
It is a huge challenge to monitor and coordinate activities on multiple markets. You need reputable brand officers to manage the tracking. Make sure you remember the following:
- Set up KPIs and other metrics from the very beginning of a marketing campaign. Distinguish global from local ones – they should not coincide on various market levels. However, their results have to be aligned at the final stage.
- Collect the KPI data from each team separately. In this case, you will get better understanding of the rate they contribute to the overall success.
- Update the analytical information regularly and make it accessible on every level. Show the performance results – your teams will see where and how they are heading to. Besides, it drives a good deal of friendly competition between them.
- Try to deliver best practices to every single department. Keep in touch with in-market teams personally or through your officers to analyze and make current decisions and tactics optimized.
6. Debrief your final consequences
Make conclusions at the end of your global to local marketing campaign story. No matter how it is finalized. Estimate the insights you have gained. Reverse-engineer the most advantageous ideas to avoid pitfalls and outperform in future initiatives. Use automated solutions to assist you with managing customer feedback.
7. Elaborate further in-between interaction
Even when you are through with your brand localization campaign, stay in touch with your stuff. Communication helps improve your professional growth and keeps you informed about modern business trends. If your local marketing teams are pretty far from the global office, you can always connect them via digital channels.
Running a successful global marketing campaign is a long and hard way to go. However, gaining such expertise can greatly enhance your branding competence and strategic skills. To go local with global initiatives is a good challenge as well. Learn to be flexible from people and cultures you deal with. This knowledge guarantees you a long-time success. Share your ideas with us and we’ll provide you with our localization expertise.