Think globally, act dynamically

Online media technology is taking Glocal marketing to the next level. Are you taking advantage?

“Think globally, act locally,” (global + local = Glocal), is a marketing strategy requiring your overall brand strategy to become part of the local culture for which you’re marketing – adapting to the unique needs of your customers on terms they understand and relate to. As you craft your message more granularly toward an increasingly specific audience – global > national > regional > local – you narrow the gap between awareness and conversion and make the most from your marketing dollars. It’s a proven strategy – so why aren’t more marketers utilizing it?

The unfortunate reality is that Glocal marketing requires extreme customization and comes with increased cost, increased expectations and increased risk – at least traditionally. Fortunately for us, online media has the benefit of living on the forefront of technological innovation; innovation that affords the opportunity for endless customization at low cost.

For the past decade, online marketers have been using a combination of geo-targeting and creative optimization to realize the efficiency of a Glocal strategy. But what if we could take it one step further? What if your message was dynamic and adapted based on local attitudes?

Dynamic banners take the concept of Glocal marketing and maximize its potential by layering in local data that impacts the attitude of the user. Weather patterns, gas prices, stock values, sports scores – the data we consume each day has the ability to directly impact the way we engage with advertising. If gas prices spike, fuel efficient car sales rise. When weather patterns get worse, snow tire sales are impacted. When the stock market takes a dip, financial services start to look more attractive.

How it works: Upfront, banners are split into parts – call the action, colour, message, image, etc. The ad server is then set up to communicate with the data feeds we live and breathe every day. Rules are then set to display the correct combination of banner parts to the user when it makes the most sense.

Example 1: When it’s raining or snowing, an auto ad would highlight the all-wheel drive and safety capabilities of a vehicle. When it’s sunny, it would showcase the convertible model.

Example 2: When the stock market takes a dip, a bank might want to say, “The stock market is down today, we can help diversify your portfolio.” When the stock market is up they might want to say, “The stock market is up, let us help you realize your investment potential.”

The ability to reach local markets and dynamically change your message to reach them when they are most receptive to your ads is within reach. Online media technology makes it simpler and as cost effective as ever to truly realize this potential.

Find out more today.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s