A global approach to marketing is necessitated by the rapid changes in our world economy, particularly in emerging markets. As companies take their marketing programs global, they face the challenge of how best to customize their deliverables for diverse markets.
Some organizations lack the tools and resources needed to develop market-ready versions, while others rely almost exclusively on local offices to do the work. Still others assume that translated versions of their successful national campaigns will work as effectively in other parts of the world and are surprised when they don’t deliver.
A centrally managed localization program is the glue that holds a global marketing plan together. Through centralized localization, corporate marketing departments ensure brand preservation, while regional marketing teams are empowered to develop local programs that not only resonate with their intended audiences, but also comply with corporate goals and standards.
