In today’s world you don’t have to travel to conquer the world. All you need is a computer and the world is at your feet. Local businesses are just as capable to go global as large multinationals.” In today’s digitized business ecosystem, the local business can convert into a successful venture with customers and operations all over the world, and the global business can grow into a larger-reaching enterprise with efficient logistics and a strong brand”, says consultingfirm Frost & Sullivan in their whitepaper on ‘Glocal Marketing’.
To a business with an engaging product, geographic boundaries are no longer an obstacle in identifying and reaching prospects and closing sales. Increasing global access to the Internet; online social media networks; and multiple device types such as smartphones, tablets, and gaming consoles, are offering customers new means to collect information and make purchases, and providing companies large and small with more developed channels to bring their product to market. Yet the benefits of these technological advancements afford the globalizing company with unique marketing challenges and unforeseen process pitfalls. Marketers must be prepared to address increased workflow complexity, campaign management across multiple borders and channels, and variations in multicultural communication.