NOW

Published in "The Internationalist" cover story "How has digital, the internet, and new technology changed the debate of global vs. multinational vs. local marketing?" If you think that is a tough question, be assured, I had a tough time writing it. Read it below or download a PDF with pictures here

Rewind to 2002, BMW Films. One of the most innovative, most talked about and most viral branding campaigns ever run. When the creators, Fallon USA, were briefed to develop a groundbreaking new advertising campaign, the client and the agency were brave enough to think big. We all know BMW films. Today, more than 30 million people have viewed the short movies online. But in fact, that didn't stop there. When I walk into my Beijing neighborhood DVD store (of course all titles here are counterfeit), then still on the best-seller rack the BMW films DVD find a buyer for 10 Yuan. An example of how a very early digital campaign, executed in a big style, had an immense reach, far beyond the original US target market.

The ubiquitous availability of digital media, and content, has brought tremendous opportunities to marketers. What cost a fortune only 4 years ago, is now almost for free. With the right strategy, making use of web 2.0 applications like blogs, picture- and video sharing sites, and taking into account the big consumer trends like co-creation and community, a campaign can take off by its own, without much media spend and without the need for expensive content production. A brilliant example, the recent Smirnoff Tea music video from BBH, which was posted exclusively on YouTube and within a month already reached an audience of more than a million.

Digital media, and especially the internet, by default offer access to a global audience. For the better or the worse. Starting a global discussion about a brand or a product can equally lead to great benefits as well as to dramatic disasters. Both have plenty of examples.

The real trick today is to make smart use of a global digital platform and extend the campaign down to a locally relevant message, in order to trigger interaction and get measurable results. When Dove launched the "campaign for real beauty", such an approach paid well off. While the print, TV and outdoor campaign used locally relevant messages and visuals to start a discussion about the definition of beauty, the website offered a global platform for women of all countries, nationalities and races to express and share their views. Today more than 1 million targeted consumers cast their votes, posted notes on bulletin boards, and became brand ambassadors by regarding Dove as the trusted sponsor of this real debate.

Digital channels and content is a great opportunity for global branding. Going forward however it is important to understand that while technology enables consumers globally to join the discussion, the relevance of the message increases by narrowing down the reach to geographically relevant areas. While conceptually everything will be available for everyone, digital realistically is regional, national or even local. Reading my favorite newspaper online, getting local news via email, the weather report on my PDA, and the right location based promotion message on my mobile phone will make a lot of sense in the future. With Google and other search applications adding their "local" tab to the search bar, it is obvious that the biggest power of digital is not necessarily the macro effect a global campaign can have, but the narrow casting and its relevance to the consumer.