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Why Marketers Need to Think Local to Sell Global

February 15, 2022

What lands well in one market, won’t necessarily work in another. Take The Office. Ricky Gervais’s mockumentary was a breakthrough hit with UK TV audiences and was soon sold stateside. But the American version’s initial episode, which replicated the British show exactly, fell flat. It was only when writers tailored the jokes and characters to the humour of the US audience that it became an Emmy-winning success in its own right.

Adapting how we communicate with different audiences is important to successful marketing, too. People may be more connected than ever, but marketers shouldn’t confuse increased digital connectivity for similarity. New tools mean we feel closer, but let’s not lose sight of the differences between us.

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