Marketing by Region

SUMMARY: If you’re known for marketing to big companies, what happens if you’re suddenly tasked with creating a centralized lead generation system and told to target smaller and medium-sized businesses, too?

SAP developed a global approach that could still be customized to address prospects’ needs on a local level. Includes tips on creating regional demand gen hubs and how they ran a pilot campaign in Europe to work out the kinks. read the complete case study

SUMMARY: Running a TV ad during Super Bowl can cost a mint. True, tens of millions will see your commercial, but will they act on it?

Don’t have a super-sized budget? No worries. Read on to find out how you can still use the tactics that Denny’s used in their Super Bowl media buy. Hint: they include an exciting, easily communicated offer with broad appeal. Also, see how they pulled off the PR blitz to support the ad, and follow their example on how to use a multichannel approach to stretch the impact. read the complete article

SUMMARY: "European online ad spending will grow just 10% in 2009, down from 30% annual growth in 2007." "Rich media and video advertising will grow to account for 59% of European online display ad spending in 2013 as marketers of all types embrace richer creative formats to improve the performance of their display ads." view the complete research record

SUMMARY: Anyone who has considered doing business in Japan has probably heard the warnings: Japan has a unique business culture that’s likely to trip up Western companies who don’t know the rules.

For B-to-B or consumer marketers, those rules are made to be broken, says one expert, who gives us five tactics on launching a product or service in Japan. Plus, how to emphasize personal relationships the right way and overcome their convoluted distribution system. read the complete interview

SUMMARY: Different email laws aren’t the only challenges marketers face when creating multi-national email campaigns. They also must adapt email content for language and cultural differences in each country.

Recent news about Canada’s anti-spam regulation got us thinking about those other campaign localization challenges. So in this piece, we’ve collected proven advice on email localization from experienced global marketers. Includes tactics for:
o Hiring translators
o Using appropriate images
o Adjusting tone for cultural differences read the complete article

By Anne Holland, Content Director

The dollar is so low right now that people outside of America are viewing us as one vast discount store. We’re the Wal-Mart for the rest of the developed world. For example, hordes of European tourists are buying European antiques more cheaply in Manhattan than they can in Europe.

That’s great news for the US tourism industry as well as for US-based companies that offer ecommerce shipping overseas. It’s also great... read the complete blog post