Global Marketing

MCAworks Opinion

Global Marketing has become a critical tool for companies in today’s world, given rapidly developing communication technologies and increasing internet usage. Companies can be more efficient, and get their product and message out faster, by leveraging global branding and global marketing

Companies expanding internationally, however, should be careful about launching standardized products globally vs. adapting products to regional markets. While consumer trends and behaviors are becoming similar across the globe, especially among the youth target, foreign markets have different laws, economics, politics and culture—so, typically some product adaptation is necessary. Companies going abroad should think global from the start, when developing concepts, designing packaging or communication material. It is important not only to translate the key message (i.e. advertising slogan), but rather adapt, making sure your local language version reflects the content and tonality that you seek.

Thorough research and understanding of local markets is required to build the right proposition and a relevant consumer message. Small nuances, such as color, can mean different things in different cultures. Keeping the regional differences in mind when developing the marketing mix will ensure ensure successful global launch.

Contact Ilona Bergquist for more information.