Central control, local impact

Effective global campaigns require a balance between centralised control and local flexibility. The centralised market view, product vision and brand experience combined with the local marketer’s expertise and knowledge.

While a centralised marketing campaign provides a synchronised and cost-effect approach, it may not speak to the reality of local lifestyles, perceptions of value, customer brand recognition or local language preferences.

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Often central marketing and local marketers lack an overview of all content. The central operation may not meet local marketing opportunities quickly enough, resulting in missed opportunities. At the same time, local marketers can roll out campaigns more effectively if they have direct access to available marketing assets.

Giving centralised content a local flavour

SDL Tridion automatically shares global marketing assets to local marketers. They can then localise some campaign elements while immediately benefiting from existing marketing assets.

Their ability use available images, website interactivity, email campaigns, launch-specific websites and core messages means that they can easily reinforce corporate brand and goals. This allows them to focus on tailoring their local marketing efforts for the market they know best, giving the organisation local advantage.

Balancing global marketing with a local approach:

Economies of scale resulting in lower marketing costs
Consistency in brand image
Ability to use good ideas quickly and efficiently
Uniform marketing practices
Ability to address local consumer needs, wants and use
Ability to create brand and product placement differentiators in varying cultures and market environments

For more information on this theme, contact you sales representative or find local contact details of one of our offices around the globe.