Project Management and Your Global Marketing Strategy
March 16, 2016
If your company is planning a global marketing strategy, and you need a project manager to handle such a strategy, you need to ensure that the person you get for the job knows exactly what is at stake and what needs to be done. Local marketing is easy compared to a global one, and this is because of the fact that you are handling just one area and one culture. When you go global, you have to adjust your marketing requirements to fit the many different cultures and demographics that you are aiming to reach.
A project manager who is tasked with this particular job will need to do a lot of things, and these include the following:
Research local markets in the regions where the marketing strategy is to be launched and create marketing strategies that can be used in your local initiatives – just because a strategy is going global, it does not mean that you need to put together just one campaign for all areas. You actually need to create local ones as well to complement your global campaign. The globally targeted plans should run parallel to the local ones, and one should complement the other mutually. As such, local campaigns can be assigned to local counterparts. This will make handling easier and allocating resources more clear-cut.
Get suggestions from local partners to fine tune marketing plans globally as well as locally – getting feedback from local counterparts can help you fine tune and tweak both your local and global marketing plans. Since there is a need for synergy between both, in order to establish your brand and your vision for it, you will need some information from your local counterparts in order to include similarities in what people want from all regions into your global marketing plans. In short, you need to get the commonality from across the globe and inject it into your global marketing ideas.
Manage your campaigns with the aplomb of a military commander strategizing for a war – this would mean a number of things, all of which are essential to the success of such a plan. For starters, you need to keep all communication channels open at all times. There is no such thing as over-communication when it comes to running a marketing campaign on a global scale. Under-communication can cause loads of problems, so continuously talking with your people on the ground is necessary. You also need to make sure that all deliverables, deadlines, tasks, and responsibilities are properly outlined for each team member. This will reduce any chances of things going awry because of one or two missteps.
Adjust as you go along – being too rigid with your plans is not a good idea when it comes to marketing. You need to be able to adjust quickly to trends and to what people want or are receptive to. To do this, you need to review your metrics and results on a weekly basis with your team. You also need to require your local counterparts to sound off when they need to, and when they notice things that need to be changed. Be open-minded and receptive to what the results are, and make judgments for alterations and adjustments accordingly in order to achieve the goal of such a marketing strategy.