globalization & localization



Marketing Into China

Xiaofeng Wang May 30, 2019
China is expected to be the world’s largest consumer market in 2019. Foreign brands will continue to invest in China, but the golden age of easy growth for foreign brands is over. Seeking Chinese equivalents of Western marketing approaches no longer works. My latest report, “A Guide To Marketing Into China,” helps global marketers customize […]
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The Content Localization Gap

Varun Sedov November 8, 2018
Bridging The Gulf Between Tech Buyer Expectations And Vendor Content B2B buyers increasingly expect contextual content tailored to their unique circumstances, which means an ongoing challenge for B2B technology marketers is crafting engaging content that appeals to customers across different touchpoints. However, most technology vendor content falls short of these expectations. In our recent study, 60% […]
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Allocate Your Marketing Dollars More Efficiently

Brandon Verblow November 13, 2017
Marketers are increasingly under pressure to show that their digital marketing investments are generating returns. Large firms like Unilever have moved to more regularly reevaluate their marketing spending as part of a shift to zero-based budgeting — adopted in part to ward off potential interference by activist investors. Ad fraud and viewability concerns are giving […]
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The Global Digital Marketing Gap

Thomas Husson September 6, 2017
Over the past few years, I was lucky enough to travel to many different places: in most European countries, in the US, in Brazil, in the Middle East, in India, in Indonesia or very recently in Japan and Thailand. The digital revolution is happening all over the place and it is fascinating to see how […]
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