Marketers must also remain aware that digital’s ability to cross geographic boundaries may work against their best-laid plans. Consider, for example, the challenge of “containing” a product launch within one country, or even one continent, in the digital ecosystem. When Amazon debuted Audible earlier this year, demand began to surge in Europe, Asia and developing markets—even though the product was only available in the U.S.
Global Reach, Locally Infused
The truth is that, while global efficiencies may be alluring for budget-conscious marketers, there is a lot about the digital world that is profoundly local, unique to specific countries and even cities. And if our ultimate goal is effectiveness, then we run the risk of truly missing the boat by not integrating these differences into our campaigns.
Consider the many incredibly popular apps that are completely indigenous to one region. In Indonesia, you can use GoJek to book a ride on the back of someone else’s motorcycle—often the quickest way from point A to B on that country’s crowded streets. GoJek, which also provides many types of innovative delivery services, is one of the 10 most popular apps in Indonesia and was recently valued at a stunning $1.3 billion. GoJek has some similarities to Uber and other social networks doubling as transportation and delivery hubs, but it is also a distinctly local iteration.
Marketers must also remain aware that digital’s ability to cross geographic boundaries may work against their best-laid plans. Consider, for example, the challenge of “containing” a product launch within one country, or even one continent, in the digital ecosystem. When Amazon debuted Audible earlier this year, demand began to surge in Europe, Asia and developing markets—even though the product was only available in the U.S.Global Reach, Locally InfusedThe truth is that, while global efficiencies may be alluring for budget-conscious marketers, there is a lot about the digital world that is profoundly local, unique to specific countries and even cities. And if our ultimate goal is effectiveness, then we run the risk of truly missing the boat by not integrating these differences into our campaigns.Consider the many incredibly popular apps that are completely indigenous to one region. In Indonesia, you can use GoJek to book a ride on the back of someone else’s motorcycle—often the quickest way from point A to B on that country’s crowded streets. GoJek, which also provides many types of innovative delivery services, is one of the 10 most popular apps in Indonesia and was recently valued at a stunning $1.3 billion. GoJek has some similarities to Uber and other social networks doubling as transportation and delivery hubs, but it is also a distinctly local iteration.
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