Date post: | 11-Aug-2015 |
Category: |
Marketing |
Upload: | digital-doughnut-global-digital-marketing-community |
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Global CustomerLifecycle SM
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Global Marketing Trends
Emma Durant, Global Marketing Strategist
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• ADD: Insert images to show that not all your customers are the same across each country. Perhaps use an example of a particular age-group, and show differences in style of dress?
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Global View
Customer Experience needs to be consistent across different
markets & platforms, but
culturally relevant
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• Customer experience across all channels increasingly important to our customers, but priorities differ across regions
• Data, data, data!
• Strategic approach to this becoming more centralised- having a ‘Global View’
• Most are behind! Increased investment in this area.
• Brands are starting to test locally, and recognise different executional approaches
• New roles are emerging: Customer Experience Managers
What are we seeing?
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Global View
China is a critical piece of the
Global puzzle, which has to be
approached carefully. The opportunity is
huge!
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• Global Retail brands (especially luxury) are becoming very active in Asia
• Lack of local knowledge – it’s a unique market which you need to understand
• In-Country agencies create ‘gaps’ – need a connected approach
• Social media needs a unique strategic approach
• Key Opinion Leaders (usually paid) are key
• Increase in social listening and customer insights
• Increase in budgets on PPC & SEO for Baidu
• Alibaba, T Mall, Tencent, Taobao– partners are a must to sell your products (volume and supply chain)
What are we seeing?
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Global View
Managing Content
Marketing Globally requires process, speed, knowledge and guts: but the
payback is BIG!
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• Global newsrooms: In-country experts with a centralised strategic view. Increase in regional specific content as opposed to translation of global ‘one size fits all’ content
• Influencers: Identifying in-country influencers, content seeding & relationship building
• Granularity: Growth of micro-niche targeted channels & communities
• Blubbing: Rise of ‘emotion’ – content which goes for the head and the heart (Upworthy). Manufactured moments. ’Sharable’ content. Cultural differences make this more difficult
• Change in style: more agile approach with immersive content
• Technology: Scheduling, global reporting, asset management and communication/project management
• Return of Content Owners and Global Editors
What are we seeing?
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Global View
Effective Global Social media
strategies require
centralised strategy with
localised execution
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• Growth in analytics tools and data aggregation – still some issues with certain regions
• ‘One Customer’ view becoming increasingly important – integration with overall customer data points
• Informed content creation based on customer trends and insights – what do they want to hear about?
• One size does NOT fit all! Facebook dominates, but not everywhere.
• Less translation and more localisation or content creation
• Personalisation based on actions – email campaigns
• Brands beginning to scale best practice approaches globally, and seeing the return!
• Increasingly outsourcing moderation and management in order to scale as needed
• Rethinking Customer Service – multilingual requirements?
What are we seeing?
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You NEED to engage with your customers
no matter where they are.
Any language. Any time.
Always Global.