Pilot campaigns – global brands -several markets
I've written a few articles on the global marketing subject before, this article includes a bit of repetition however it's aimed at a company with a prescense in 4 or more countries, that want to start out with digital marketing activities but feel unsure of where to start and where to invest and how to prioritize a large batch of markets.
These are my key take aways from helping global brands who has never done any digital marketing activities to more experiences brands, this advice is suitable for both B2B and B2C to manage global marketing activities.
Global marketing management – how to be in control
Managing a global online presence from one location, usually a head office, requires some co-ordination and communication skills. Not to mention the challenge of keeping a brand consistent in potentially 196 locations, which all have their local behaviour, technology maturity and other aspects that sets countries and regions apart from each other. Here are a few tried and tested ideas for making global marketing management a little less challenging and much more effective:
How to optimise your business online presence or service (manuscript)
If you are looking to improve your online presence, either it be through a website re-design or just to refine and improve your service experience and offering online, this is a manuscript you can use to help you in the process. Feel free to subtract, add and refine :)
Overarching questions & material
- Information about your customer journey
- Path to purchase
- Internal purchase process - what internal touch points do you have for a sale to go through? who are involved?
- How and when do you communicate with your customer during their purchase process? who does it? (department and responsibility)
- Who are your biggest competitors? and how do your company differentiate from them?
Programmatic explained
Everything you need to know about programmatic but where afraid to ask ;)
What is it
Programmatic is a more focused way of purchasing online display. Instead of doing manual work on establishing which websites are relevant to reach your target audience and buying separately from each website or a selection through a display network. You can use one single provider and rather then buying banner space on websites you can buy a target audience i.e people. Key benefits- Increased precision in terms of reaching your target audience
- Increased ROI
- More efficient use of media budgets
- Increased insights from campaigns