Base localised campaigns on local needs

New Ideas in MarketingEssential news for marketers, summarised by YouGov
April 01, 2021, 3:40 AM UTC

Marketing campaign “kits” that work in one region or country see low adoption rates in others, according to research.

The strategic differences among global, country-level and regional marketing plans disrupt consistency in marketing efforts and prevent companies from achieving economies of scale. Marketing teams across regions should collaborate to create tailored localised campaigns and achieve economies of scale.

Allow prioritised regions to input data into efforts planned. This data can include language, program emphasis and preferred tactics to create localised campaigns. Brands can then evaluate the input data and gather insights to allocate budgets and resources to help countries meet their needs.

Having clearly defined roles and responsibilities across marketing teams can help companies plan, coordinate campaigns strategically, and achieve economies of scale. Marketing leaders must communicate the campaign plan to all stakeholders and gather feedback, before executing such coordinated campaigns.

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