Most people would agree that there has to be a balance between the analytical and the creative in order to successfully capture global market share. The question is: How do you develop a successful marketing strategy that will translate well to a global audience? Would you simply start plastering the online universe with information about your company in hopes that someone, somewhere will see it, acknowledge it, and absorb it?
Absolutely not! The first step to creating and marketing a successful brand that is powerful enough to transcend borders, languages, and cultures starts much simpler than you might think; it starts at home. That's right, think local to go global.
Margaret Heffernan's recent article on globalization suggests that you grow your business in your local market before considering expansion to the international market. She used the following compelling statistics, compiled by strategy professor Pankaj Ghemawat, in her article:
2% of voice calls last year crossed country borders; if you include internet calls, the largest number you get is 7%
3% of the world's population is first-generation immigrants
10% of global investments were foreign direct investments
20% of global GDP derives from exports
10% to 15% of Facebook friends and family connections do not reside in the same country
What can you infer from those numbers? It says that the global marketplace is vast and has a tremendous opportunity for growth. Many brands are immensely popular because you can only experience them authentically in the region where they originate.
Heffernan's blog uses this example that "Emma Bridgewater ceramics has become fashionable and remained pricey because it is still made by hand in the historic home of British pottery, Stoke-on-Trent." By the same token, you can only get an Ed Hardy tattoo from Ed Hardy. And the Super Bowl can only be experienced authentically and in person, in America. Growing your brand locally will provide the strong roots to support branching out into the global market.
Absolutely not! The first step to creating and marketing a successful brand that is powerful enough to transcend borders, languages, and cultures starts much simpler than you might think; it starts at home. That's right, think local to go global.
Margaret Heffernan's recent article on globalization suggests that you grow your business in your local market before considering expansion to the international market. She used the following compelling statistics, compiled by strategy professor Pankaj Ghemawat, in her article:
2% of voice calls last year crossed country borders; if you include internet calls, the largest number you get is 7%
3% of the world's population is first-generation immigrants
10% of global investments were foreign direct investments
20% of global GDP derives from exports
10% to 15% of Facebook friends and family connections do not reside in the same country
What can you infer from those numbers? It says that the global marketplace is vast and has a tremendous opportunity for growth. Many brands are immensely popular because you can only experience them authentically in the region where they originate.
Heffernan's blog uses this example that "Emma Bridgewater ceramics has become fashionable and remained pricey because it is still made by hand in the historic home of British pottery, Stoke-on-Trent." By the same token, you can only get an Ed Hardy tattoo from Ed Hardy. And the Super Bowl can only be experienced authentically and in person, in America. Growing your brand locally will provide the strong roots to support branching out into the global market.
About the Author:
Jonathan X. Livingsworth is a media writer in the world of marketing. If you are interested in working with the latest in marketing he suggests you check out Marketing Automation Consultants. You can learn more about this revenue marketing company at www.pedowitzgroup.com.
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