A new word has arrived to give a broader meaning to the Marketing we work with today: Glocal. An increasingly strong trend thanks to the need for personalization of marketing strategies, especially in the digital world.
Luis Herrera
Oct 20, 21 | 9 min read
Understand the concept of Glocal and how it applies to marketing strategies
Reading time: 8 minutes
For years we have heard about Global Marketing and Local Marketing. Two different strategies that today, although it may seem contradictory, have come together to give an even more assertive direction to traditional marketing strategies and develop Branding in a glocal way.
Today we are going to show you everything you need to know about Glocal marketing, but first we must clarify where we were until now.
What is a global marketing strategy
A Global Marketing strategy is one that makes a brand known throughout the world, or a large part of it, with uniform planning.
With such a strategy, you cover different markets and the public recognizes that brand by its colors, its logo, its personality and other details that are very similar regardless of the country where your audience is.
And a local strategy?
A Local Marketing strategy focuses on getting customers from a certain region . It can be a neighborhood, a city or even a country, but its target is always a limited region .
Now that these two concepts are clear, it will be much easier to understand what a Glocal strategy is.
What is a Glocal Marketing strategy?
A Glocal Marketing strategy encompasses list of mayotte consumer email both global and local strategies. In other words, its objective is to have a global reach, without neglecting the cultural characteristics and specific needs of the public in each region that it wishes to reach .
The term glocal has been known since the 1980s and refers to both global and local characteristics of human behavior. However, glocal marketing seeks a broader reach without neglecting the peculiarities of each culture.
What does it mean to be a Glocal brand?
A glocal brand works to preserve its essence while generating identification with its regional audience . It achieves this by personalizing its communication , as well as its products and services, for each region , providing consumers with increasingly better experiences.
Likewise, a glocal brand combines local and global
elements in a balanced way. Want to know how? Keep reading.
How to balance the “local” with the “global” in a marketing strategy?
For those who are deeply rooted in classical concepts, it can be a bit difficult to find balance. However, here’s how to achieve it.
1. Don’t stray from the brand’s mission and vision
The first step to being glocal is to maintain your brand’s objectives , that is, your mission and vision . You must keep them in mind in all your communications, actions, campaigns, etc., as this will be what defines you globally.
Create your corporate strategy based on them and share them with global teams so that regional campaigns and actions are guided by the same parameters.
2. Give your local teams freedom
For a marketing strategy to be successful, you must empower your local teams . They already know the brand’s vision and mission, as well as its what is a marketing claim and what are its characteristics? global objectives, so they can make good use of this and give it a special touch to generate greater engagement with the regional public.
Brands that are too rigid when it comes to communication, whether through local advertising, websites and other media, fail to generate the identification they seek in local markets.
For example, a brand that has a global website and only limits itself to changing the language will not have the reach it expects, even more so when we talk about digital marketing and inbound marketing.
We mention the example of the website because multinational brands usually create the entire global strategy of their website for the countries or regions in which they operate . The result of this is a website with quality information, but which does not convey bw lists the appropriate personalization for the local public. And even if the SEO is at 100%, it will not have the expected reach.