The Deep Dive of Drum Globalization: How Marketers Can Achieve Growth Worldwide

Our latest Deep Dive, in which we explore how brands can win on the global stage during one of the most delicate times in history, is now live. Here’s what you need to know…

What the hell are global marketers supposed to do now? We explain…

Our world has simply become more connected – but more fragmented – than ever. Of course, there is nothing simple about this. Changing communication channels, rapidly changing consumer behaviors and great unknowns (whether sociological, psychological or physical) make the job of global marketers more than difficult.

Yet the opportunities for companies to reach markets, both mass and niche, are seemingly endless. And, that magic word “growth” is imminently achievable for those who successfully navigate today’s complexities.

To help you navigate it all, The Drum dives deep into what global marketers and their partners need to do to succeed globally. Throughout the week, we’ll be sharing the successes and failures brands are experiencing in the post-lockdown world. We will also provide concrete solutions, ideas and inspiration for global growth.

Topics we’ll cover this week include:

  • The “real magic” of Coca-Cola is a year old: is this global philosophy producing local results?

  • How Aldi took a quirky German discount brand and turned it into an American (and global) phenomenon.

  • A topic that keeps coming up: how to maintain the balance of reputation in a constant whirlwind of crises.

  • Global fines, privacy laws and other moves that will define ad targeting in 2023. (Good luck sleeping past this one.)

  • The invisible impact of immigration laws on hiring agencies.

  • What we can learn from India where CMOs are more optimistic than ever.

  • Where the metaverse actually lives in global marketing plans.

  • How to avoid making global brand campaigns bland.

  • And, for a little fun, 10 of the worst marketing blunders in the history of the world.

Of course, there’s more than that, including: why centers of excellence never work, line extensions you never knew existed, and why global impact is more important than brand purpose. So stay up to date with the latest news, ideas and inspiration on The Drum’s dedicated hub for in-depth globalization. We will do our best to make your plans for world domination (marketing) a reality.

For more on what marketers and their partners need to do to succeed globally, check out The Drum’s globalization deep dive.


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