12/05/2014 Leave a comment
Most often, we learn best from those who excel at what they do. And most often, people who excel at what they do, do so because they have gained a lot of experience through the school of hard knocks.
Speaking from my own experiences, I personally value the “pearls of wisdom” I’ve gained from working with some of marketing’s leading practitioners—including managers, coworkers, clients and customers. At Cloudwords, I have the unique opportunity of knowing and working with leading global marketing professionals around the world who have “been in the trenches” of developing and managing global campaigns; who have tried different strategies and techniques; experienced what didn’t work; and mastered what did.
Marketing across borders has its own unique sets of challenges. There are many ways to do global marketing well, and different strategies work for different situations. So, to seek the advice and best practices from some of the best global marketing thinkers, I was inspired to ask leading Chief Marketing Officers, global marketers, and other marketing thought leaders I know a single question: “What is your best advice on doing global marketing well?”
Here are some snippets from a few of the “pearls of global marketing wisdom” I received:
“Don’t assume that what you know as tried and true, results-driven marketing will necessarily be effective in other geographies—let alone on a global scale. Successful global marketers take into account historical events, cultural norms and language differences to devise a marketing approach that is localized (relevant) to the intended audience.” – Michelle Herman, Vice President, Corporate Marketing & Communications, Adaptive Insights
“Setting standards and guidelines, not absolute requirements, so each region, locale can adapt the work and initiatives to their market(s).” – Scott Vaughan, CMO, Integrate
“Make sure your key brand messages are consistent, and well received, globally. If you have global brand message that is not well received in all your regions, is it the right message?” – Ephraim Cohen, SVP and Senior Partner, FleishmanHillard
If you’d like to learn more tidbits of global marketing wisdom from 15 marketing “globerati”, download Cloudwords’ ebook, “Pearls of Global Marketing Wisdom.” Do you have any advice you’d like to share? We’d love to hear it—join the global dialogue on Twitter and Facebook and use the hashtag #globalmktgwisdom.