“Glocal 营销及新媒体的本地化“Glocal” Marketing.pptVIP

“Glocal” Marketing New Media Localisation Jesús Maroto - Localisation Director Our focus Glocal = Think global + Act Local Why go global? Makes logical sense: brands are marketed and distributed globally satellite TV travel the ‘global consumer’ simplicity of management. economies of scale However, consumers in different countries are different Our localisation objective Glocal examples Some of the best aspects of glocalisation are being demonstrated in the online world: Yahoo!, absolute adherence to glocalisation. Home page of the world. Consistency across top line categories but localised subcategories. Coca Cola For years Coca-Cola has had a global campaign. Industry reports suggest that Coca-Cola is now decentralising because: consumers are not the same the realisation that it’s impossible for non-local agencies to develop advertising work that is empathetic with local consumers, ads that get ‘under the skin’. Web: different layouts and different sponsorships: football in Spain, basketball in France and Formula 1 in Italy. Webvertising It is all about driving traffic to websites and increasing brand awareness. Cultural factors such as colour, symbol and content perception are basis for effectiveness. Different formats bring new challenges for localisation. Webvertising formats SkyscrapersGreat for Chinese and Japanese, very difficult for German, Dutch or Turkish languages. Video bannersDubbing and subtitling a banner Ad tabsSimilar to expandable banners. Issues depending on directionality of script. Digital TV Allows greater audience targeting. Biggest markets: UK, Denmark, Spain, Sweden and Israel. Biggest players: Canal Plus, Vivendi Universal PlayJam. (Not much work though) Localisation issues: Most iTV platforms use proprietary standards different from each other. When localising, use same strategies as for web and software localisation. Mobile telecommunications advertising SMSStrategic issues: some markets better than others It