Why Global Campaigns Often Don’t Work Globally

Why Global Campaigns Often Don’t Work Globally
John Bastick
By John Bastick
SHARE
THIS



Global brands which insist on a “one size fits all” marketing strategy for all their territories are creating big headaches for Aussie marketers argues Jeremy Swartz (pictured below), ANZ vice president of customer engagement firm Thunderhead.

Swartz told B&T that global brands often believed a blanket strategy would work in all the countries that they operate. “That’s simply not true,” Swartz said. “Just because a message plays well in Singapore, that doesn’t mean it will play well in Sydney.

Jeremy Swartz

“Everyone wants a strong brand, be it for trust or quality or whatever; but the message not only has to be regionalised it needs to be individualised and I think that’s the main challenge a lot of brands are having now,” he said.

Swartz also believed the next big issue for CMOs would be customers “voting with their feet”. He argued for too long a lot of companies – namely the banks, insurance companies and financials – had made it too difficult to shop around; bogging disgruntled customers down in paperwork and exit fees.

He said customers increasingly wanted the ability to shop around and switch to a better deal, and with that happening “there are a lot of companies that are going to be in a lot of trouble”.

“Financial institutions are famous for making it all too hard to leave,” Swartz said, “it’s all so painful that the customer simply doesn’t bother.

“Customers want change and that change is happening and when it comes there are a lot of businesses behind the eight-ball with this. Just because you’re safe and happy and have 10 million customers today that doesn’t mean you will have 10 million customers tomorrow.”

However, Swartz had an easy solution for marketers befuddled by what their customers wanted and how to attract more loyal ones – listen.

“It all starts with listening. Rather than projecting what you think a customer should be doing, rather than guessing the journey you think your customer is taking to buy your products, rather investigate to see what is actually going on, once marketers start listening it will soon become clear whatever the next best channel is. But it all starts with the passive listening,” he said.

Please login with linkedin to comment

Advertising Standards Bureau australia's next top model google cardboard

Latest News

Entries now open for Snapchat Young Lions Australia
  • Media

Entries now open for Snapchat Young Lions Australia

The annual search for the very best of Australia’s young media, creative, and marketing professionals has begun, with Cannes Lions Festival representative The Misfits announcing entries are now officially open for the 2021 Snapchat Young Lions Competition. The Young Lions Competition, which is proudly supported by Snapchat and The Trade Disk, gives blossoming media talent […]

Recommended

by B&T Magazine

B&T Magazine
Pureprofile Snares Former Kantar Director Of Data Solutions & Sourcing Young Ham
  • Technology

Pureprofile Snares Former Kantar Director Of Data Solutions & Sourcing Young Ham

Global data and insights business Pureprofile Limited has today announced three new appointments to the Australian team to support its renewed growth strategy. Young Ham [pictured] joins the team in a global role as head of data, innovation and product, Kate Richards will hold the role of interim head of sales, data & insights ANZ […]

Taboola Lays Out Plans To Go Public
  • Technology

Taboola Lays Out Plans To Go Public

Taboola lays out plans to go public. And by that it apparently means the stock market, not the local park's lavatories.

The Three Must-Haves For Your Data Strategy
  • Technology

The Three Must-Haves For Your Data Strategy

Here are the three must-haves for your data strategy. A fourth could possibly include the value of legumes in your diet.

Opinion

by B&T Magazine

B&T Magazine
Business woman study financial market to calculate possible risks and profits.Female economist accounting money with statistics graphs pointing on screen of computer at desktop. Quotations on exchange
  • Technology

Third-Party Data Sales Spike 109% For Lotame In APAC

Lotame has today announced 109 per cent growth in third-party data sales in the APAC region from Q2 2020 to Q3 2020. Across the APAC region, India saw 555 per cent growth, followed by Malaysia at 190 per cent and Taiwan at 178 per cent growth. Subsequently, Australia saw 43 per cent growth and New Zealand […]

Busting Six Of The Biggest Ad Tech Myths
  • Partner Content

Busting Six Of The Biggest Ad Tech Myths

Here, six of ad tech's biggest myths get expertly busted. There was a seventh, but it turned out to possibly be true.

Partner Content

by B&T Magazine

B&T Magazine
Australian Road Safety Foundation Utilises Geo-Targeting Technology To Protect Kids In School
  • Media

Australian Road Safety Foundation Utilises Geo-Targeting Technology To Protect Kids In School

The Australian Road Safety Foundation (ARSF) has teamed up with Spotify and some of Queensland’s leading musicians in a national first that will geotarget drivers within school zones. The Slow Down Songs campaign, which is being piloted in Queensland, will work to keep kids safe within school zones by dramatically slowing down songs and serving […]