The Global State of Mobile Marketing



Content that can be understood on any device is important anywhere in the world. @MarissaMorr05


Making Global Marketing Work

Your global marketing strategy may be full of good ideas, but are you implementing it the right way?

One way to help your global market strategy is to focus on not only your global plans, but your local plans as well.  Both compliment each other and in order to have success in another market, you can’t forget how your business initially started and what the core values include.  The global portion is directly driven by what is done locally.

By dividing the responsibilities of the global and local market, your business will run into fewer issues with defined territories.  By defining these upfront, this will minimize issues from starting.

Many companies believe that expanding globally is a way to generate more revenue using their specific product or service and have no plans to adapt to what the local markets are like and how the culture might interpret the product.  Businesses that are expanding globally need to take the time to learn the culture and lifestyle in order to better understand their target market.

It is suggested that companies form relationships with local marketing teams and trust them to know the local markets the best and to take their expert advice.  Businesses can’t assume that what might work in their local market, will work somewhere else in the world.  Making changes for the specific market is a necessary task.

Once specific global marketing plans have been established, it is important to seek feedback prior to the campaign and make sure no legal issues are there that may prevent future work in the market.  Starting this early will offer the opportunity to make changes that might be seen as a problem in the future.

Once the campaign is planned to go in effect, it is important for a business to be very specific about responsibilities and deadlines.  Making sure everyone involved is aware of the expectations will make it easier to stay on task at a global level.  Working across multiple channels can be difficult but communication is key and must be implemented by all levels involved at the local and global level.

Working globally requires a lot of effort, but it can be extremely beneficial to your company as well.  It gives your company the chance to work across multiple markets and learn from each of them and improve the company and products.  The feedback that is given from different campaigns will help your company better adapt and can help lead to long term success of your company at not only a local, but a global level as well.




Simple Tips to Keep in Mind for Successful Global Marketing

Success is on everyone’s mind when taking the next step into global marketing. But there may be a few things that businesses are looking past when they are expanding abroad.

1. Relationships are still an important building block in marketing and even more so when it’s done in another country. It is important to understand and respect the culture that you are venturing into and know their traditions and values. Respect will lead to finding common interests and this can lead to having a professional relationship. When both parties know that the other partner has their best intentions in mind, successful work is achieved.

2. Establish a strong brand that will be recognizable wherever it is, but be able to tweak it according to the target market and their culture. McDonald’s is an example of a business that is recognizable anywhere in the world; however, there are differences between each establishment. You won’t find the items on the menu in the United States to be the same as those that are on a menu in India. Although alterations were made, McDonald’s didn’t compromise their goal of having a corporation that offers inexpensive food for all.

3. It is important to keep your focus on the potential customers. Extensive research is necessary to better understand who your target market should be based on the services or product that is being offered. Understand your target market and don’t try to provide services or products to everyone, but zero in a specific group that you want to reach. Chances are you will be more successful if you focus on and understand specific wants and needs of the customers and have a strategy for how you will reach the target market.

4. When expanding globally, it is necessary for consumers to be able to find your website and information on the offered products. Search engine optimization can greatly affect the success that is obtained by your business. Although it takes a lot of time and effort, it is a key component that can lead to much more traffic to your website and potentially more sales.

5. Understanding how consumers interpret content is extremely important. A company might be expanding to a high context culture and the consumers will interpret the meaning differently than someone from a low context culture. Just a few words may communicate a detailed message so word choice is necessary.

These simple tips can help ensure success with global marketing and take your business to the next level. Getting to know your target market and what they are looking for is essential.

Breaking down the Basics


My name is Marissa and this is my blog devoted to all things global marketing! Since this is my first blog post, I figured I would get down to the basics of what I’m all about. I’m a student with a passion for marketing. I’ve always been interested in consumer behavior and working internationally so I figured global marketing might just be the thing for me.

What is global marketing? The Oxford University Press defines global marketing as “marketing on a worldwide scale reconciling or taking commercial advantage of global operational differences, similarities and opportunities in order to meet global objectives.” Although a great explanation, it is basically figuring out how you can promote and sell your products or services to a different target market than what you have been focusing on locally. I like to simply describe it as the balance between businesses and consumers at an international level.

To me, the most appealing aspect of global marketing is just taking the opportunity to uncover all of the possibilities that lie within another country. My sister once told me that there is not a lack of money to be made, but you must go out, find it, and work for it. I feel the same way about marketing and business in general.

While some smaller businesses may feel as though they have reached their highest potential, chances are they haven’t looked into focusing their efforts past the country that they are currently in. It’s necessary to always keep looking for that next breakthrough and that next customer. Global marketing focuses on just that.

Understanding the culture and the behavior of the consumer is huge. If you don’t understand these, then how are you supposed to market to them effectively? You can’t take a standardized marketing plan that you might use in the Midwest and expect it to work the same for customers living in Asia.

The biggest suggestion that I can give someone when working in international business and/or global marketing is that you have to forget all stereotypes and see the consumers as the whole person and do your homework in order to fully understand what types of marketing will appeal to a certain target market.

These may seem like simple tips, but it is easy to forget the importance of all of the underlying factors that promote a consumer’s buying patterns. Global marketing is a very important tool that can take a business to the next level! As a marketer, you have to be willing to put in the work and figure out how your customers’ respond to marketing.

These were just a few thoughts I had on global marketing and I’m very excited to continue to share more in the future.

The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.” –Peter F. Drucker