Question

Q88

It has often been said that there is no such a thing as global marketing, simply regional marketing carried out on a World-wide scale. Every campaign has to be ‘nativised’ to meet local conditions. How do we square this with the fact that access to the on-line community is global? [2 Marks]

Answer 1

1. Define your master brand to align the voice, feel, and values of your subsidiaries with the central vision.
2. Structure your team to optimize global-to-local, local-to-global, and local-to-local information sharing.
3. Structure your workflows to enable global communication across the four major stages of campaign development.
   1. Plan
   2. Create
   3. Execute
   4. Measure
4. Campaigns can be restricted at regional level. You can target the local markets with regional campaigns and global market with a generalized campaigns.
5. Create a generalized/ global campaign for the online community while creating a regional campaign offline