Companies that have chosen to invest in the digital marketing channel the longest are currently reaping the most rewards from owned and earned media efforts, and have very refined paid strategies.The definition of integrated marketing continues to evolve beyond simple channels – toward device, geography, and increasingly complex segments.
Most global organizations have established unique intra-departmental processes and alliances across divisions, and some have become more sophisticated than others.
However, integration continues to be a problem, especially across organizations with a global market presence online. Complicated marketing, content, regional and brand communications silos often collaborate infrequently and impersonally with IT teams and forget to work toward a common goal: the target segment in that country for that product suite or service.
Here are four key areas for organizations to focus on improving in 2013, in order to drive online marketing integration and enable efficiency across global regions.
1. Regional AuthenticityMany marketing pundits and practitioners can agree that valuable content continues to be the darling of both search engines and humans. One observable trend among global brand websites is that many are simply translating content to various country-specific sections. Sites that are doing this should launch a clear path toward creating unique content that is regionally-relevant, styled, and appealing to local target segments.
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