The forces of globalization — the installation of telecommunications infrastructure in more countries, standardized transportation systems and international logistics, a more populated Internet, a burgeoning global middle class — present a bit of a conundrum for marketers and their advertising.
On the one hand, there’s never been a larger potential audience. If you work at a large organization, chances are your organization has set out to realize the promise of emerging markets. Virtually anywhere your brand wants to be, there’s a way to place creative in front of target customers, whether that’s through digital channels like social or through traditional means like out-of-home banners and TV ads.
On the other hand, you’re literally venturing into new territories. Not every advertising strategy or media buying tactic can be neatly copied and pasted from your core markets to unfamiliar regions. And certainly, not every ad or brand element will translate directly.
Here are the things you’ll want to figure out to be able to nimbly create and distribute ads in new, unfamiliar territories.
Put a Global Brand Operating System in Place
Before thinking about localizing or tailoring advertising to a region, you need to know what will stay the same across markets. You need consistency on two levels: visuals and narrative. Achieving that consistency and getting every advertiser on the same page means having a system to distribute on-brand creativity at a global scale.
Brand-building is in large part about being consistently distinctive; certain core brand elements shouldn’t change from region to region.Read full article