Glocal Marketing New Media Localisation Jess Maroto Localisation

“Glocal” Marketing & New Media Localisation Jesús Maroto - Localisation Director e. Content Conference Dublin, November 12 th 2002

The journey Q Itinerary: From global advertising to local marketing. Q Stopover: New media advertising and localisation.

Euro RSCG Wnek Gosper interaction Global Interactive Agency Network (Adweek 2002), represented in every major market in the world. Clients: Core Competencies ó Digital Marketing & Advertising Strategy ó Creative Development: site build & design ó Localisation ó Content Management System Consultancy

Our focus We deliver locally relevant branded customer experiences and relationships through an innovative union of creativity and technology.

Glocal = Think global + Act Local In marketing , a glocal approach is one that presents a unified global theme and message but adapts the delivery of that message to the local environment. Global Brand Essence Local Nuances Glocal Branding The challenge is to retain the “brand essence” and the campaign global consistency and yet be recognised as having local appeal and relevance.

Why go global? Makes logical sense: § brands are marketed and distributed globally § satellite TV & travel § the ‘global consumer’ § simplicity of management. § economies of scale However, consumers in different countries are different

Our localisation objective Building long term trust at a local level

Glocal examples Some of the best aspects of glocalisation are being demonstrated in the online world: § Yahoo!, absolute adherence to glocalisation. § § Home page of the world. Consistency across top line categories but localised subcategories. § Coca Cola § For years Coca-Cola has had a global campaign. § Industry reports suggest that Coca-Cola is now decentralising because: • consumers are not the same • the realisation that it’s impossible for non-local agencies to develop advertising work that is empathetic with local consumers, ads that get ‘under the skin’. Web: different layouts and different sponsorships: football in Spain, basketball in France and Formula 1 in Italy.

New Media Localisation

Webvertising n It is all about driving traffic to websites and increasing brand awareness. n Cultural factors such as colour, symbol and content perception are basis for effectiveness. n Different formats bring new challenges for localisation.

Webvertising formats Skyscrapers Great for Chinese and Japanese, very difficult for German, Dutch or Turkish languages. Video banners Dubbing and subtitling a banner Ad tabs Similar to expandable banners. Issues depending on directionality of script.

Digital TV n Allows greater audience targeting. n Biggest markets: UK, Denmark, Spain, Sweden and Israel. n Biggest players: Canal Plus, Vivendi Universal & Play. Jam. (Not much work though) n Localisation issues: § Most i. TV platforms use proprietary standards different from each other. § When localising, use same strategies as for web and software localisation.

Mobile telecommunications & advertising n SMS Strategic issues: some markets better than others Italy and Spain – outdoor living, chatters. Technical issues: character limit (160) n WAP and PDA Technical issues: small screens, different models (manufacturers, resolutions), different OS. n MMS and 3 G ?

Contact details Web: www. eurorscg. co. uk Email: jesus. maroto@eurorscg. co. uk Tel +44 (0)20 7240 4111 White Papers: www. eurorscg. co. uk/localisation