Global Marketing
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Should Your Digital Global Marketing Efforts Be Language-Led or Country-Focused?
For marketing leaders and CMOs, deciding on the best approach to take when it comes to global digital marketing can be a daunting task. A crucial decision you’ll need to make is whether to focus on language or country. On this front, you’ll likely ask yourself things on this front related to a number of…
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Which Departments Should Be Involved in Creating Content?
Whose job is it to create content in business settings? At most companies, creating content typically involves multiple departments, depending on the nature of the content and the business’s goals. Below, let’s look at some of the departments that are commonly involved in creating content. Core Departments That Create Content Marketing The marketing department is…
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How International Product Marketing Can Make or Break Your Global Business
Taking your product into multiple markets around the world isn’t easy. In fact, it’s an area of marketing that often trips up even the most seasoned of marketing veterans! If product marketing is art and science, international product marketing is fine art and rocket science. As digitization continues, and more businesses are global these days,…
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How to Drive Results with Webinars in B2B Marketing
When your B2B marketing efforts need a boost, one way for you to drive results is something pretty simple: webinars. I know, webinars have been around for so long that they might not seem all that special or flashy anymore, but actually, they can be really great for driving qualified leads. There are several things…
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20 Companies That Have Successfully Expanded Internationally
Expanding a business internationally can be a challenging and risky endeavor. However, some companies have successfully expanded their operations beyond their home countries and have become global giants in their respective industries. In this blog post, we will explore 20 of these companies and highlight key facts and lessons learned from their international expansion. Lesson…
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Deep and Wide: the Expanding Role of Marketing Leaders
When I took my first job as a marketing executive, I had a CMO mentor who introduced me to the concept of T-shaped marketers and T-shaped marketing leaders. Basically, the idea was that most marketers, but especially the top marketing exec at any company (whether CMO, VP Marketing, Head of Marketing or any similar title)…
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Where Native Content Fits In Your Marketing Mix
In a perfect world, we wouldn’t need localization or transcreation to be part of the marketing mix. We’d create all local experiences natively, without the need to adapt anything at all. Source content would be the only type of content, with no need to transfer concepts back and forth between languages, where things can too…
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How to Build a Strong Local Brand
In the digital age, as more and more and more interactions take place virtually and online, companies are realizing how important it is to have a strong brand, and how important it is to make an authentic connection with each customer and prospect. Brand trust is critical. And as online channels multiply, it’s getting harder…
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To Truly Delight Local Customers, Take a Lesson from KitKat
Working in B2B software, I’m often asked for inspirational examples of how the “best of the best” companies really crush it with localization. The truth? The best examples are usually not found in the B2B space. True excellence in delivering highly local products and experiences is more often found in the B2C space, where companies…