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 …

You’re the head of marketing for a $100 million B2B company.  Your engineers have worked day and night for months to perfect the design, features, and functionality of the latest cloud platform.  You’ve hired advertising and PR agencies to tell your story to the world, and you’ve prepared your bank for an onslaught of cash …

Gaming 101 Gaming is a deeply immersive, highly emotional and a very passionate commitment for many gamers.  It is a highly competitive yet lucrative $86B a year segment worldwide, with roughly 15% of the overall population in the mature market playing some form of online games. Consistent with their passion, gamers are also deeply committed …

If you’ve ever been asked, “How are you managing marketing globally?” you likely have answered with one of these typical responses: “We give our regional teams localized content, but I’m not sure how they’re using it.” “We only localize in a few languages with the marketing budget we have, so we send English content to …

As a market research professional, I’ve conducted qualitative and quantitative projects in over 25 countries over the past couple of decades.  In addition, I’ve been involved in projects in the United States that have had more than their fair share of multicultural components.  Doing research in Miami, for instance, involves talking with people who might …

It’s ‘Open Mic’ night! In this packed-out session, we have 16 global brand, marketing and business experts – each sharing their insights on what it takes to achieve success on the global stage… – – – – – Colin Strong @Colinstrong Head of Behavioural Science at Ipsos www.ipsos.com Forge Data-Driven Experiences We now live in …

There are many opportunities for online retailers in the connected age.  The whole world can browse your catalogue at the click of a button.  If you can take a payment and fulfill the order, then you can reach a truly global audience.  And yet, developing a strategy to sell effectively into different international marketplaces requires …

Digitalization brings customers ever more quickly and closely to products and services, and therefore, to those who are responsible for crafting engaging experiences.  It is about beating the competition and winning a race.  The start line must be painted with customer centricity.  The finish line has to deliver on aspirations reflecting how customers breathe, live …

In the developed world, we’ve grown accustomed to associating the word “innovation” with the latest high-end technologies: more personalized apps; denser, more vibrant clusters of pixels; smarter cars.  Some of these innovations are premium enough to be exclusive to a select few, and while others remain free to the masses, they are all indisputably luxuries: …

Once upon a time, I was scoping out a global site redesign project for a large client. I asked them what their global content and communications strategy was, so we could make sure our approach to site content fit into that structure. The client proceeded to tell me how they would need a process for …