Skip to Content Skip to Footer
How to Balance Global Scale with Local Differentiation in Marketing

How to Balance Global Scale with Local Differentiation in Marketing

David Krajicek

Fine-tuning your balance between global scale and local customization can pay dividends.

In today’s world, how can you make the most of your multichannel, global marketing? Should you emphasize a global perspective or a local one?

From what I am seeing, the correct answer is an emphatic, “Yes!”

Thanks to technology advances and lower-cost mobile devices, even developing markets are leaping headlong into the digital world. Along the way, they are becoming increasingly attractive targets for marketers’ digital campaigns. As these consumers are exposed to many of the same apps and services that we find in the U.S., Europe and Japan, we see the worldwide market flattening in crucial ways. Many of the same key market segments can be found readily on different continents. The “ambitious striver” segment—which GfK Consumer Life calls “achievers”—has come to define modern China and India but is also on the rise in both developed countries (U.K., France and U.S.) and emerging ones (Mexico and Brazil).

Advertisement

Login to view this page. You may create a free account from the login page after clicking "login".

David Krajicek is a member of the GfK management board and chief commercial officer of GfK Consumer Experiences.

The owner of this website has made a commitment to accessibility and inclusion, please report any problems that you encounter using the contact form on this website. This site uses the WP ADA Compliance Check plugin to enhance accessibility.