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Digital globalisation enhances local customer experiences


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Digital transforms global business and opens new marketing doors to expand and grow around the world. However, it often comes with myths and assumptions that make marketing leaders think going digital and going global are all the same, and that they are quite linear. For global marketers a global footprint is a first step and does not suffice. They have to turn it into tangible and immersive customer experiences in local markets that are just as diverse and demanding. Digital properties offer great ways to meet customer needs more successfully and quickly than ever before, provided they are prepared and optimised to handle multinational, multilingual and multicultural content accordingly. That is the price to pay for delivering total-and-micro experiences aligned with market requirements and customer expectations. To keep the digital globalisation journey cost-and-time-effective, it is essential to set up a stage, incorporate milestones and leverage resources boosting global marketing content. Embracing customer diversity turns new layers of complexity into new layers of growth.
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Keywords: culture; customer experience; globalisation; internationalisation; language; localisation

Document Type: Research Article

Publication date: September 1, 2017

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  • Journal of Brand Strategy is the essential professional journal publishing in-depth, peer-reviewed articles on all aspects of brands.

    Guided by a senior Editorial Board, consisting of leading branding experts, each quarterly 100-page issue – published in print and online – provides detailed, practical articles from leading branding professionals on innovative strategies, techniques and trends, together with the latest applied research in branding and detailed analysis of how leading brands are managed around the world. It does not publish advertising and all content is peer-reviewed to ensure that it is of direct, practical relevance to those working in the field.

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