Trends Report

The Right Way To Globalize Your Interactive Marketing Programs

Provide Each Local Team With The Right Mix Of Assets And Support

December 2nd, 2011
Nate Elliott, null
Nate Elliott
With contributors:
David Truog , James McDavid

Summary

There are lots of reasons multinational companies' global and local interactive marketing teams are rarely on the same page: Global teams prefer uniform programs and technologies, local teams fear a one-size-fits-all approach, and both struggle for resources. The result: Global interactive programs that are too often uncoordinated and ineffective. This report shows global interactive marketers the three steps they must follow to effectively support all of their local teams — regardless of those teams' interactive marketing maturity levels — and helps them find the right model for global marketing vendor relationships.

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