If you market your products and services across different countries, you likely encounter the discussion of global vs. local or standardization vs. localization. There is no one-size-fits-all answer. The delicate balances are dictated by:


  • products
  • organization structure
  • roles and division of responsibilities
  • management preference and budget allocation


If the products are heterogeneous, messaging and creative development of campaigns will naturally tend toward more customization. If the budget is more centralized, assets are likely to be managed at the corporate level. In addition, headcount, roles, and responsibilities can also influence the balance of global vs. local.

These days, more than ever, engagement is key to digital marketing. Algorithms reward engagement and interactions, audiences are more likely to see and respond to content based on engagement. If you’re not generating a level of interaction, you’re limiting your potential in a range of ways, especially on social media. 

I mean, it is called ‘social’ media for a reason. 

The same is also true for B2B organizations – according to a CMI report, 71% of B2B companies say that the main focus of their content marketing efforts is to generate engagement. 


By Judith O’Leary, managing director at Represent


According to Hubspot, 47% of buyers engage with 3-5 pieces of content before directly engaging with a company. What does this mean? It means that content is key to any digital marketing strategy. By having a clear approach to all aspects of your content creation, your business will be in a much stronger position when it comes to engaging and converting leads to customers.

By Helen Edwards, columnist at Marketing Week 


The best marketing practitioners develop strategies based on sound theory, but they are pragmatists when it comes to driving it through.


Two things make marketing difficult: theory and practice. Of the disciplines around the boardroom table it can be the stickiest in study and the thorniest in application.

What makes marketing theory so tormenting to grapple with is its diffuse and protean contextual backdrop: the swirling chaos of markets combined with mercurial human behaviour. Where are the enduring truths?

Marketing is not a complicated subject but there is still confusion about what it is or isn’t. Successful marketing relies on a combination of a LONG-TERM STRATEGY and SHORT-TERM ACTION PLANS. To achieve this, one must research evaluate and establish the goals ( or objectives) and determine which activities can be used to achieve them : these are marketing tactics… F. Reynolds GREAT MARKETING

According to the Gartner Group, 80 percent of your future profits will come from just 20 percent of your existing customers. That means the revenue sources you’ve been trying to find are most likely sitting right under your nose, waiting to be nurtured and cultivated. Customer retention and customer acquisition don’t have to be two parallel lines that never meet. In fact, when done right, customer retention campaigns can actually bring in new business. How? Through word-of-mouth and referrals, of course.


A study showed that satisfied customers tell nine other people about their positive experience, while dissatisfied customers are likely to talk about their negative experience with 22 other people. These numbers tell us that customers talk, and they talk more if they’ve been treated badly.

CMO, by Adobe

The design heats up in subtlety : typography, colors and visuals warm hearts…

The colors in 2014 are innovative because we are talking about new neutral and soft panoply of colors, full of oxygen in contrast to the brands that are to the point with bold and warm color schemes.

Others have followed the recommendations of Pantone who said “Radiant Orchid” as the color of the year. (Cadbury was the first to renew its packs in that direction).

Webdesign, besides the dish, the blocks, the parallax scrolling on sites that have already invaded our screens, the trend is to use typography ultraflat design and handwritten condensed. Ex: “Open“, “Transat“, “Duase” The buttons are big trends to simplify the “call to action” in the context of responsive design. The visuals are a priority and the quality of our photos determines the perceived value of your site.

Les Echos

The proportion of companies that focus on customer acquisition grew by 12% in one year! *

Indeed, finding new customers proves to be to one of the most difficult tasks in BtoB. It is a real job, supported by operational marketing techniques and accurate tracking process. Strengthen your customer acquisition campaigns this quarter, will make the difference: sharp targeting, attractive offers, create awareness through a mix of complementary tools, involve sales teams: 90% of success !

* Source Oracle – 2015 Survey conducted in December 2014 and January 2015 among 600 marketing professionals in business and agency. In combination with Oracle Marketing Cloud.

That You Should Be Doing Right Now

  1. Micro-targeting: It’s time to get to know your customers.
  2. Paid placements are here to stay: Spend your money on the right content and platform.
  3. Mobile will dominate: Master it.
  4. Marketing automation tools will change the way you play.
  5. The need for quality content will spotlight the importance of professional writers.

Read more…