Last week I participated in the Marketo Marketing Nation virtual event as part of a The Balancing Act: Making Global Marketing Work, with Charm Bianchini, Senior Director of Marketing at Marketo, Robin Daniels, Head of Enterprise Product and Industry Marketing for Box, and Uzair Dada, CEO of Iron Horse Interactive. Part of Marketo’s engaging Road to Success series, our discussion was packed with insights channel marketers can use and centered on the opportunities, benefits and challenges of implementing a global marketing strategy across multiple markets. For those of you that may have missed it, we discussed some of the best ways to serve diverse markets across multiple channels with global marketing resources, including:
Which marketing components are best managed locally versus globally
The vital importance of developing an understanding of local markets, regions and customs
Best practices for measuring results and determining the success of global campaigns
How to strike a balance while creating local, regional and global content
Key insights for determining the right vehicles for campaign roll outs
One of the core challenges we explored was how to deliver relevant messages to local markets without fracturing your global unified voice. While you do need a unified voice for effective global marketing, you still need to tailor your message to local territories. That local “hook” is often essential to connecting with a target audience to capture attention and drive sales.
The panelists noted that too much time is often spent trying to coordinate, modify and distribute appropriate content and messaging. Content Syndication and Social Media Syndication tools can overcome these challenges by ensuring that a consistent message is delivered across all markets and channels while providing the flexibility to customize content and messaging for local markets.
To garner the best results, the panelists noted that content and social media syndication should be part of an integrated marketing strategy that is centrally built and managed, but can be easily executed on a global scale. A common delivery and analytic structure is required to track campaigns and measure results and integration with established systems can boost success rates.
Learn more by listening to the entire event, which is not only chock full of global marketing insights, but also includes real-world examples of successful global campaigns. LISTEN NOW. Then share with us your thoughts on the importance of going global and any insights you may have learned in the process.
Ken is a driving force behind Zift’s strategic vision and mission to offer channel marketing automation solutions to help global brands drive channel revenue. Ken has co-founded and run a wide range of technology and Internet-based enterprises while leading innovations in marketing technologies.