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Global Marketing Issues

Chief Marketing Officers are struggling to adapt to a world that has fundamentally changed over the course of their careers. Disruptive digital technologies and the new expectations of the global consumer are forcing global firms to adjust and innovate.

Disruptive technologies

. The proliferation of new technologies from social media and mobile apps to in-store digital experiences and mobile payments represents a set of obstacles for which senior marketers are ill prepared. Just 20% consider themselves very knowledgeable about technology, yet by 2017 these CMOs will purchase more technology than their CIOs, according to Gartner.
The scale of these investments must be at a global level within the organization, yet be mindful of local market requirements.
The challenge points to a need for a technology-savvy global CMO with a sensitivity for local-global relationships and the flexibility to adapt to and embrace disruptive technologies and social media-driven, personalized marketing.

While it is impossible to design one website that accommodates every global culture, designers should be sensitive to local customers

Consider how you use language. For example, some words, phrases, and idioms may be hard for non-native speakers to understand.

Demographics entail knowing your audience's age range and the technologies they are using. For example, does your target audience uses a 1 GB TSL?

Attitudes about money are often cultural. For example, some cultures prefer cash over credit cards. When design an e-commerce site, consider providing a few payment options.

If your web site will be translated, remember that some languages requires more space.
For example, German text would be longer than the corresponding English text.

Color has different connotations in different countries. For example, in Pakistan brides wear red, while in western countries brides wear white.

Symbols and metaphors may have different meanings depending on the country. For example, the thumbs-up gesture meaning OK in the United States many have no meaning or may be offensive in another country.