The increased importance of personalization in marketing is directly related to the complexity of doing so on a global level. But the significance doesn’t change; in fact, it’s amplified tenfold. Consumers want authentic, transparent brands that speak to them on a one-to-one level. Long gone are the days where you can create a concept, an ad, a message and just have it translated and run it in another country. On-the-ground local insights are necessary when executing a global marketing strategy.
And we’ve been watching, and delivering on, this trend for some time.
