Globalization is under pressure in multiple ways and areas. It is under necessary transformation strategically and tactically speaking, which is unscripted for the most part. So is digital globalization, as the data-driven accelerator and preferred vehicle to expand and grow internationally. It shakes up conventional thinking and resets “Silk Roads” that have been prevailing for …

The simple adage “think like your customer” might have guided business decisions since the world’s first sale was made, but these four words are charged for companies operating on a global scale. Not only do global brands need to adapt to the rapidly evolving digitization of multiplying customer touchpoints, but in delivering their message, there’s …

As brands expand globally in search of new growth opportunities, the diverse number of buyer personas and ways to reach them rises at an exponential rate. At the same time, customers now expect relevant brand touch points to be delivered to them in real-time, and across multiple channels and platforms. The need to generate a …

Local SEO is not just for “Mom & Pop” businesses. Ever since Google’s Pigeon Update, any business can take advantage of showing up in Google’s search results for search queries that have local intent. Being visible in local search is an incredible way to attract people who are ready to buy. According to the Google Think Study …

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 …