Baby thesis
Recommendation 1: Clarify what is driven globally and what is managed locally
A global marketing approach does not mean the absence of local, market-specific plans and initiatives. These should, in fact, be complementary.
Global marketing will typically set the framework and parameters within which local marketing operates, whilst giving in-market teams the freedom to control local success levers.
Some areas of marketing that lend themselves to being led at a global or central levelinclude branding and brand guidelines, strategic marketing planning and budgeting (with autonomy given to markets within their allocated budget), large-scale marketing campaigns, social media strategy and guidelines, research strategy, and global PR.
Other areas best managed locally include local outreach initiatives and more tactical campaigns, local social media channels and PR initiatives, local partnerships and events, etc. Markets need to have some control over the local channels that contribute to driving their success.
In practice, it might be useful to divide your markets into tiers.
A tiered market will help you identify territories that might drive the highest potential returns. It also allows top tier markets to access bigger budgets, giving them autonomy; for example, research into local users’ behaviours to inform product development.
Global and local areas of ownership may differ from company to company. However, it is critical you define the areas clearly to avoid friction and inefficiencies. Take the time to do this upfront – don’t wait until issues start arising.
Recommendation 2: Understand local market needs and develop a collaborative approach
Too often, operating globally is seen as an excuse to avoid spending time understanding local cultures, customer needs and behaviours, as well as successful and less successful marketing approaches.
And yet, it is obvious that a US-based customer is likely to be very different from a customer located in India or
A global marketing approach does not mean the absence of local, market-specific plans and initiatives. These should, in fact, be complementary.
Global marketing will typically set the framework and parameters within which local marketing operates, whilst giving in-market teams the freedom to control local success levers.
Some areas of marketing that lend themselves to being led at a global or central levelinclude branding and brand guidelines, strategic marketing planning and budgeting (with autonomy given to markets within their allocated budget), large-scale marketing campaigns, social media strategy and guidelines, research strategy, and global PR.
Other areas best managed locally include local outreach initiatives and more tactical campaigns, local social media channels and PR initiatives, local partnerships and events, etc. Markets need to have some control over the local channels that contribute to driving their success.
In practice, it might be useful to divide your markets into tiers.
A tiered market will help you identify territories that might drive the highest potential returns. It also allows top tier markets to access bigger budgets, giving them autonomy; for example, research into local users’ behaviours to inform product development.
Global and local areas of ownership may differ from company to company. However, it is critical you define the areas clearly to avoid friction and inefficiencies. Take the time to do this upfront – don’t wait until issues start arising.
Recommendation 2: Understand local market needs and develop a collaborative approach
Too often, operating globally is seen as an excuse to avoid spending time understanding local cultures, customer needs and behaviours, as well as successful and less successful marketing approaches.
And yet, it is obvious that a US-based customer is likely to be very different from a customer located in India or