Читать книгу Igniting Customer Connections - Frawley Andrew - Страница 7

The marketing landscape used to seem narrow and fairly defined for all but the biggest brands. Now expanding digital channels extend that landscape significantly. The focus can be global for brands that want to be global, and local for those that want to stay that way. The Internet (and especially mobile) knows no geographic bounds. You can reach customers in Hong Kong as well as those around the corner, if you choose to take that route and invest the money to do it right. You can tailor your message to their culture and language. And you can distribute your product with remarkable efficiency – or fail by thinking it's easy and disappointing your customers (and triggering ripples of wider consumer disappointment). The challenge for many organizations would be unimaginable a decade ago – taking full advantage of globally distributed transactions while providing localized support.