While much of the customer experience is local, people and information easily cross borders. A billboard might be stationary, but a cellphone photo of it can travel the world. Read how Microsoft adapt their products and marketing to get it right on both the global and local level.

It’s All About The Customer Experience. With the advent of the digital age, today’s retail shoppers are informed, instrumented, interconnected and now in control of the path to purchase. Due to this, marketers around the world are trying to figure out the right strategies, marketing mix and approaches for the omnichannel shopper – a shopper …

The days of ‘fire-and-forget’ marketing campaigns are numbered. It’s time to take control of your brand’s marketing success in the unpredictable, ever-changing ocean that is social media.

It was my pleasure recently to spend some time talking with Susie Hamlin, Cisco’s Director of Global Strategy and Advocacy. As the leader of the team responsible for gathering global insights and ensuring the ‘one voice’ messaging of Cisco’s advertising, brand and digital efforts across the globe, it was a wonderful opportunity to pick her …

Customer Loyalty – Create It, Nurture It. There is the argument that almost all forms of loyalty programmes are really only good for generating synthetic type loyalty. While there is some truth in that, I believe the key rests in how you use each tool, rather than what the tool is designed for. So in …

What is that secret ingredient that makes a shopper choose one loyalty program over another? How do you become the consumers’ choice in a market overcrowded with these incentives?

In talking with Rashmi Schafers (VP of Content Services & Localization at SAP) it was abundantly clear she has a true passion for sharing her knowledge and expertise in the localization field. Rashmi allows us a window into her years of experience, managing international marketing and roll-out programs, that make her is a genuine thought …

Finding the balance between standardization and localization of the web content is one of the preeminent dilemmas that companies face when tapping international markets. Many times companies, either due to lack of coherent global marketing strategy or for cost/efficiency reasons choose to standardize their marketing mix for international markets. Rationales for standardization strategy are many …

How An Old Tactic Makes Your Brand Human Storytelling has experienced somewhat of a recent renaissance as marketers are looking for better ways to connect with their audience. The term “storytelling” itself gets thrown around quite often in marketing departments without much thought to what it truly means. There are several interpretations to storytelling, but …

The businesses that win in the future are those that apply what I call the science of winning. Science is all about evidence-based insights and using the best available data to draw new conclusions. Businesses, big or small, that apply the same principles will outperform their competition. At the moment, 90% of business decisions are …