It’s not easy shipping goods abroad, which is why some smaller brands may avoid the process altogether. As a result, they miss out on an international customer base and a variety of sales opportunities. So how can these smaller brands act like bigger brands and take the plunge in expanding their online offerings globally? The …

A large mobile telecom company was looking to increase market share in the United States.  A survey of their current customers indicated that most spoke only English.  Further research revealed that in large urban areas, where major populations did not speak English, the company’s multicultural growth was stagnant. In order to engage the Hispanic market …

Previously, retailers were sceptical of selling on marketplaces, such as Amazon and eBay, but the times are changing, and now these platforms are essential for any brand wanting to become a global business chain. SMEs were formerly the ones to utilise these platforms, being able to sell their goods at low costs, and have continued …

We are experiencing three over-arching colliding forces: increased globalization, increased localization, and increased personalization… happening simultaneously.  Even though the world feels closer, brand leaders cannot ignore the increased importance of relevant local differences and the compelling desires for personalized experiences.  How can organizations build strong brands in this more global, more local, and more personal …

The numbers don’t lie.  The changing demographics of the United States and the world are creating new markets for us to understand.  According to some, the middle class of India is larger than the entire US population.  What does that mean?  Businesses have a unique opportunity through cultural competence to learn how to interact, do …

In 1995, less than 1% of the global population had Internet access.  Less than 1%!!  Fast-forward 20+ years and nowadays, where ‘the web’ is second nature for anyone with an Internet connection, approximately 40% of the global population have it. Despite this massive increase, many marketers are still setting up their budgets and objectives for …

How can multi-location businesses deliver consistent but customized brand experiences at scale?  The people working in each of your locations have the potential to be a part of your marketing team – can you trust them with your brand? People crave consistency from interactions with companies and organizations.  They don’t like surprises – they like …

Consumers in China, the world’s most populous country, now have both the means and the technology to buy goods from overseas. The middle class is swelling – and looking to western countries including the UK and US, to buy everything from speciality food to luxury goods. Retailers from Amazon to Zara are now targeting the …

I was listening to a podcast recently about how meaningful moments in our lives have become less salient because we are so busy capturing and sharing those moments that we don’t actually deeply experience them.  It got me wondering if we, as a society, are at a point where grabbing ahold of the moment to …

Do your mobile and online marketing campaigns go dark just when your target customers are ready to buy?  If you are a multinational brand whose digital marketing efforts stop working in places where Internet access or smartphones are the exception, rather than the norm, you may be missing the chance to reach more than half …