Global CMO™
The Magazine	 August 2013 | 1
Marketing In Africa
Is Changing
Darrell Kofkin fgmn
The Panel
Building A Global ...
8 | August 2013	 Global CMO™
The Magazine	
Experienced personnel are the magic and most important
ingredient in building a...
Global CMO™
The Magazine	 August 2013 | 9
“Glocalisation.”
That is an organisations ability to “think global, but act
loca...
72 | August 2013	 Global CMO™
The Magazine	
Tell The World...
Global
CMOTHE MAGAZINE
In association with
...You’re Dedicated To A Stronger,
More Respected Marketing Profession.
Become ...
Global CMO™
The Magazine August 2013 | 1
Marketing In Africa
Is Changing
Darrell Kofkin fgmn
The Panel
Building A Global M...
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The Global CMO Panel Interview: What do you believe is the most important factor in building a Global Marketing Strategy?

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The Global CMO Panel Interview: What do you believe is the most important factor in building a Global Marketing Strategy? August 2013 issue

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The Global CMO Panel Interview: What do you believe is the most important factor in building a Global Marketing Strategy?

  1. 1. Global CMO™ The Magazine August 2013 | 1 Marketing In Africa Is Changing Darrell Kofkin fgmn The Panel Building A Global Marketing Strategy Issue 6 | Volume 1 August 2013 Svend Hollensen fgmn: ‘Glocalisation’ The Mantra For Today’s Global Marketing Strategies Value To Each Customer The Only Pricing Strategy That Really Works Peter Hill Global CMO is the Official Magazine of Global Marketing Network, the Global Body for Marketing Professionals. www.theglobalcmo.com New Frontiers In Adland: China Mark Tungate “Corpnations” The Metamorphosis Of 20th Century Institutions Anuja Prashar pgmn
  2. 2. 8 | August 2013 Global CMO™ The Magazine Experienced personnel are the magic and most important ingredient in building a strategy that will produce the required on par results and especially for outsized outcomes. Why is it that experience generates the greatest impacts? Besides obviously being able to craft and assemble all the moving relevant parts in to a working synergistic whole, experience also quickly dispatches with red herrings of all strips and sizes of potential pursuits that will likely only lead to dead ends at best or reversals at worst. All of us have had our auto navigation systems ask us if we wanted to take the most direct or the fastest route to a certain location. The casual observer might wonder “What is the difference?” Whereas the more experienced traveller will know that DIRECT means shortest in DISTANCE, whereas FASTEST means shortest in TIME. So very often the two do not coincide and without experience one might be lulled in to thinking one was as good as another. For a short trip of 2 miles that might not matter much. But for a marathon like a Global Marketing Strategy, sprinters (aka the less experienced) will find themselves soon looking for new jobs when theirs comes to an all too soon demise when the short run does not produce the results to keep their firms growing at the competitive rate. Welcome to The Panel. In this, the first of a regular feature, we hear from current Marketing leaders in the C-Suite and beyond. They share with us their own thoughts on the topics, tactics and strategies we as Marketers, all want to know more about. This Month’s Question: What do you believe is the most important factor in building a Global Marketing Strategy? Dennis Roman Chief Marketing Officer, Tata Consultancy Services (TCS) Financial Solutions Web: www.tcs.com Twitter: @TCS_News THE PANEL Do you have a question you would like some thought leadership on? Would you like to join our panel? Contact us at ThePanel@theglobalcmo.com
  3. 3. Global CMO™ The Magazine August 2013 | 9 “Glocalisation.” That is an organisations ability to “think global, but act local.” Generating localized marketing messages at scale is no problem if you have an unlimited budget and personnel, but that is not reality. That means you’re going to need to leverage technology with existing local staff. Marketing Resource Management systems that facilitate the creation of templates at the corporate level that can then be localized by field sales is an example of how to meet the challenge of marketing a global brand at a local level. First, scalability is really important because you can’t possible start from scratch every time you add a new territory or product to the strategy. You need to build templates and I strongly believe in the 70-20-10 approach: 70% of time should be spent re-using strategies and campaigns that have been tried and tested in other markets; 20% of time should be focused on specific local activities; and 10% of time should be spent looking for the next BIG idea, preferably a big idea that can be applied to multiple markets. Second, local relevance is crucial. Without it, your brand remains “foreign” in any market apart from the one where it was created and you reduce your addressable audience too much. Again, local relevance has to be scalable, so you should create a best practice handbook on how to tackle a market with specific characteristics based on past experience. I really believe in co-marketing partnerships to bring local relevance to a foreign brand. Being introduced in a new market by a local player who is already trusted by local users is very powerful. Marion Gamel VP Marketing EMEA, Eventbrite Web: www.eventbrite.com Twitter: @eventbrite A View From The C-Suite Alan See Chief Marketing Officer, DocuStar Web: www.docustar.com Twitter: @alansee
  4. 4. 72 | August 2013 Global CMO™ The Magazine Tell The World...
  5. 5. Global CMOTHE MAGAZINE In association with ...You’re Dedicated To A Stronger, More Respected Marketing Profession. Become one of the driving forces behind the development of a stronger global Marketing profession. Secure a Global Marketing Network Corporate or Academic Membership and let your employees, clients and competitors know that you want to make a difference. • 2 x Quarter Page Adverts in ‘Global CMO™ The Magazine’ (£1,650+VAT value). Plus a 20% Discount on upgrades or additional advertising • Unlimited distribution of ‘Global CMO™ The Magazine’ to your employees and clients • Listing in the GMN Corporate/Academic Member directory • Company profile page on ‘Global CMO™ The Community’ • GMN Corporate Member / Academic Member seal for display on your website and in print • 10% discount on all Design and Brand Management Services from Vesey Creative (GMN’s Brand Guardians) • At least 10% saving on attendance at all Official GMN and GMN endorsed events • 25% discount on all Kogan Page publications • 10 x GMN Affiliate Memberships for your team, with complimentary upgrade to GMN Global Accreditation* (£250-£500 value per person) A MINIMUM £4,480 (advertising and memberships only) for only £1,950 per annum * subject to standard terms and conditions and entry criteria Email membership@theglobalmarketingnetwork.com today and help us in building a stronger Marketing profession A MINIMUM £40,000+vat (advertising and memberships only) for only £10,000+vat!! ONLY 20 WILL EVER BE RELEASED! Email globalcmo@veseycreative.com today before they’re all gone! LIMITED RELEASE Marketing Leadership Packages All of the above benefits and even more value: • 12 months of high impact advertising (including magazine, web and email) • Higher level Discounts • UNLIMITED GMN Affiliate Memberships for your team
  6. 6. Global CMO™ The Magazine August 2013 | 1 Marketing In Africa Is Changing Darrell Kofkin fgmn The Panel Building A Global Marketing Strategy Issue 6 | Volume 1 August 2013 Svend Hollensen fgmn: ‘Glocalisation’ The Mantra For Today’s Global Marketing Strategies Value To Each Customer The Only Pricing Strategy That Really Works Peter Hill Global CMO is the Official Magazine of Global Marketing Network, the Global Body for Marketing Professionals. www.theglobalcmo.com New Frontiers In Adland: China Mark Tungate “Corpnations” The Metamorphosis Of 20th Century Institutions Anuja Prashar pgmn Global CMO™ The Magazine www.theglobalcmo.com The official Magazine of Global Marketing Network, the Global Body for Marketing Professionals. Advertising and Sponsorship: sales@theglobalcmo.com Production: production@theglobalcmo.com Editorial: editorial@theglobalcmo.com Editorial Board: Editor-in-Chief | Fiona Vesey GMN CPD Director | David Hood GMN Global Faculty | Professor Greg Marshall GMN South Africa | Dr Anthony Michail GMN Global Advisory Council | MaryLee Sachs GMN Global Faculty | Professor Michael Solomon GMN Brand Guardian | Andrew Vesey GMN Membership Committee | Dr Kellie Vincent Published in collaboration by: Vesey Creative Ltd globalcmo@veseycreative.com www.veseycreative.com UK +44 131 208 2285 NZ +64 9 889 0013 Global Marketing Network gmn@gmnhome.com www.gmnhome.com © Copyright in all content and designs retained by the publishers

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