Date: Wed, 22 May 2013 06:00:34 +0200
- Forrester's Marketing Blog
The Right Way To Globalize Your Interactive Marketing Programs
I have a tailor named James.
Well, I say I have a tailor, but in truth I've only commissioned one item - a jacket - and it's not done yet. I had an initial fitting about 10 days ago, and I'll collect the finished article next week.
I decided to find a tailor because I was tired of off-the-rack suits that never fit quite right. So James took more than a dozen measurements. We talked in detail about sleeve lengths, and lapel widths, and how I liked my jackets cut. And once he'd made a sample, I tried it on so James could get the details just right. I expect it'll be a perfect fit.
When you look at your company's marketing efforts from one country to another, how well would you say those programs fit? In the past year I've worked with a bank, a consumer goods manufacturer, and a pharmaceutical company that are all struggling with how to globalize their interactive marketing programs. And while most of them had a couple different issues holding them back, there was one common theme: The global programs rarely fit the local markets.
Local interactive marketing managers tell us they're also tired of shopping off-the-rack -- in their case, being handed one-size-fits-all sites and strategies that aren't tailored to their markets -- and that they usually don't have enough resources to make the proper alterations. The result is a choice between using ill-fitting global programs that don't meet local needs or creating cheap one-off local efforts that don't meet global guidelines or standards.Read more