A product is said to be a Global brand, when its brand name has worldwide recognition. Globalization gives Global branding the most perfect definition. Latest Social networking platforms and varying trends in digital marketing are also affecting a brand’s global identity these days. So what it takes for a global brand to stay top? Here in this blog, we will discuss how a Brand can survive in the current Global-Market. Also, with some examples we’ll see how much important Digital Marketing is; while planning a marketing campaign.
Planning a Social Media Campaign
The market of today is much bigger than we assume, Social Media connects millions of people with generic and specific interests. For a brand, this is a good opportunity to reach the people much easier. Always try to give a new user experience for the Global audience so that they can feel the change each time.
In general, Social Media can be deployed for:
- Helping the product development.
- Enhancing the sales.
- Create peer relationships between producer, seller and consumer.
- Increase trust
- Getting customer feedback
Some examples for successful Social Media Campaigns
1. Few months ago, PepsiCo conducted a Pop-culture-based campaign with a Global tagline “Live for Now”, so as to reignite growth and to re-assume their brand name. Poster child for the campaign was Songstress NickiMinaj. Altogether, this promotion was a Social Media Nexus for PepsiCo products.
2. Now, let’s discuss about a documentary which was successfully promoted through Twitter, It was “Bully”, a documentary on childhood bullying which hit theaters in US before few months. The strategy followed here can be termed as “Mega Awareness”. The campaign targeted an emotional resonance as you can see in this picture.
How to make most of the Global Marketing opportunities
- Making Little Alterations in Domestic Markets (Primary Step)
For a brand, in each country the user needs and expectations may vary. So it is good to move along with what user needs from you. Also it is good to make sure that the political background of a particular zone is not affected by a social campaign.
- Focusing both Domestic and International Markets (Secondary Step)
Once if the brand has succeeded in the local campaign; and set a signature in Domestic regions. It is good to keep the things balanced by creating a common campaign blending to all cultural flavors.
- Global Level (Final Step)
Now it is good to run digital campaigns by opening chances for the global customers to react in both positive and negative manner.
Successful story of Nike
Nike has done some pretty top standard campaigns in order to pull the crowds. One among them was during the start of NCAA March Madness (a US-based basketball tournament). But later NikeiD Online store come up with a revolutionary feature embedded in their site, allowing customers to customize their own shoes. This was a big hit as this made their sales over 100 Million USD in a few years. After that, Nike never looked back.They designed products to reach multitude of cultures, they also smartly combined this with an increased emphasis on social media as an advertising medium. In fact, Nike’s World Cup Campaign in 2010 was launched via its Football’s Facebook page.
If your brand is ready for adopting wider global focus, here are some tips to make the most of this global digital opportunity.
- Understanding users P.O.V .
- Coherent Brand Image.
- Managing Communication Channels.
- Develop lively campaigns and taglines by focusing on the emotional benefits.
- Cluster based Campaigns.
- Strategy with respect to the Channels.