Closing the global digital gap
Trends in economics, politics and technology are likely to make global digital strategies that much harder
The digital revolution is a worldwide phenomenon that has changed the way we live. However, it has also complicated the global strategies of many brands, particularly when it comes to balancing global needs with local contexts, says Thomas Husson, vice-president and principal analyst at US market research firm Forrester. In this time of digital transformation, larger brands such as Apple, Nike and Coca-Cola have successfully managed their global expansion, says Husson. However, for most brands, localising their global marketing efforts has proved more challenging. Contrary to what one may think, rather than simplifying the job for marketers, global digital platforms make global marketing more complicated. Trends in economics, politics and technology are likely to make global digital strategies that much harder by emphasising local relevance, says Husson. He highlights a number of trends that will affect marketers and their global digital strategies over the next few years. First, he...
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