Globalization - How brands can win on the global stage
The big picture: Our world has simply become more connected – yet more fragmented – than ever before. Evolving channels of communication, rapidly changing consumer behaviors and the great unknowns (be they sociological, psychological or physical) are making global marketers’ jobs more than challenging.
Why it matters for marketers: The opportunities for companies to reach markets, both mass and niche, are seemingly endless. Growth is imminently achievable for the many who successfully navigate the today’s complexities.
What we do: To help you navigate it all,?The Drum dives deep into what global marketers, and their partners, need to be doing?to succeed on a global level. All week long, we will share in the successes, and failures, brands are experiencing in the post-lockdown world. We will also provide tangible solutions, insights and inspiration for global growth.
Here’s how:
Consumer attitudes have changed following the pandemic and marketers should respond accordingly.
While food has long played a part in Coca-Cola's communications, the beverage brand is now going a step further with the introduction of 'Coke is Cooking', a new series of global food events launched in Kolkata, the capital of West Bengal in India.
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When entering different markets, brands?rightly conduct reams of?research to make sure they are as appealing as possible?in their?new territories.?Occasionally, however, something gets overlooked – leading to some hilarious linguistic gaffes.
Though many developments take years to materialize, a handful of recently proposed and enacted legislative changes pose new considerations, challenges and opportunities for players in the global advertising ecosystem.
Even if you’re part of the same national company, there’s a chance your colleagues might be Zooming in from abroad. While that might suit employees’ individual circumstances, it can make building up or holding together a team culture much harder.
For more actionable insights, guidance, inspiration and solutions in the world of marketing, subscribe to The Drum today. Each day we offer a deeper take on what's important for our community – of thinkers, doers, creators and innovators.