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Digital globalisation enhances local customer experiences

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  • Herrmann, Bruno

Abstract

Digital transforms global business and opens new marketing doors to expand and grow around the world. However, it often comes with myths and assumptions that make marketing leaders think going digital and going global are all the same, and that they are quite linear. For global marketers a global footprint is a first step and does not suffice. They have to turn it into tangible and immersive customer experiences in local markets that are just as diverse and demanding. Digital properties offer great ways to meet customer needs more successfully and quickly than ever before, provided they are prepared and optimised to handle multinational, multilingual and multicultural content accordingly. That is the price to pay for delivering total-and-micro experiences aligned with market requirements and customer expectations. To keep the digital globalisation journey cost-and-time-effective, it is essential to set up a stage, incorporate milestones and leverage resources boosting global marketing content. Embracing customer diversity turns new layers of complexity into new layers of growth.

Suggested Citation

  • Herrmann, Bruno, 2017. "Digital globalisation enhances local customer experiences," Journal of Brand Strategy, Henry Stewart Publications, vol. 6(2), pages 192-199, September.
    • Handle: RePEc:aza:jbs000:y:2017:v:6:i:2:p:192-199
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    More about this item

    Keywords

    globalisation; localisation; internationalisation; customer experience; culture; language;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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