The Right Way To Globalize Your Interactive Marketing Programs

I have a tailor named James.

Well, I say I have a tailor, but in truth I’ve only commissioned one item – a jacket – and it’s not done yet. I had an initial fitting about 10 days ago, and I’ll collect the finished article next week.

I decided to find a tailor because I was tired of off-the-rack suits that never fit quite right. So James took more than a dozen measurements. We talked in detail about sleeve lengths, and lapel widths, and how I liked my jackets cut. And once he’d made a sample, I tried it on so James could get the details just right. I expect it’ll be a perfect fit.

When you look at your company’s marketing efforts from one country to another, how well would you say those programs fit? In the past year I’ve worked with a bank, a consumer goods manufacturer, and a pharmaceutical company that are all struggling with how to globalize their interactive marketing programs. And while most of them had a couple different issues holding them back, there was one common theme: The global programs rarely fit the local markets.

Local interactive marketing managers tell us they’re also tired of shopping off-the-rack — in their case, being handed one-size-fits-all sites and strategies that aren’t tailored to their markets — and that they usually don’t have enough resources to make the proper alterations. The result is a choice between using ill-fitting global programs that don’t meet local needs or creating cheap one-off local efforts that don’t meet global guidelines or standards.

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Facebook Needs To Take Marketing Seriously

My colleague Melissa Parrish and I have been thinking about the Facebook IPO. Our thoughts:

The world’s biggest social network will complete its initial public offering in a few days, with a valuation based largely on its strong history of innovation. But we have to wonder: Will Facebook ever focus any of that innovation on helping marketers?

After all, Facebook is fantastic at introducing great new features and services for its end users. The moment another social tool gains the interest of enough users – whether it’s Twitter’s rapid public chatter or Foursquare’s location-based check-ins – Facebook updates its own site to offer similar features to its legions of users. We’ve rarely seen a company borrow from its competition as quickly or as well as Facebook. And that focus on better serving end users has seen Facebook grow quickly over the years, even in the face of consistent privacy concerns.

But as good as Facebook has been at evolving to serve consumers, that’s how bad it’s been at serving marketers. In the past five years Facebook has lurched from one advertising model to another. Remember when the site charged marketers to host branded pages? Or when every page featured banners from MSN’s ad network? (You may choose to forget Facebook Beacon; Mark Zuckerberg would certainly prefer you did.)

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