Think globally, act locally: What it means in marketing

27 June 2022
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When it comes to marketing, think globally, act locally. What does that mean, and how can you put it into practice? In this article, we’ll explore the concept of thinking and acting globally while keeping your target market in mind. We’ll also look at some examples of companies that have done this successfully.

 

What does Think globally, act locally mean?

Think globally, act locally is a concept that encourages businesses and individuals to think about the global ramifications of their actions while also taking into account the needs of their local community. The idea is that we should all be aware of the global impact of our decisions and try to make choices that will benefit both the environment and the people around us.

The term think globally, act locally was first coined in early 1915 by Patrick Geddes, a Scottish biologist, planner, and sociologist. Geddes believed that businesses and individuals should consider the global implications of their actions before making decisions. He also believed that we should take into account the needs of our local community when making these decisions.

The think globally, act locally concept has been taken up by a number of organizations and businesses over the years. Many companies now have Corporate Social Responsibility (CSR) policies in place that encourage them to think about the global impact of their actions. And more and more individuals are also trying to live by the principle of think globally, act locally.

 

What Does it Mean in Marketing?

In marketing, think globally, act locally means that businesses should take into account the global implications of their marketing campaigns while also considering the needs of their local target market.

For example, if a company is planning to launch a new product, they need to think about how that product will be received by people in different cultures around the world. They also need to consider how their marketing campaign will be received by people in different countries.

In addition, companies need to think about how their marketing campaigns might impact the environment. For example, if a company is planning to launch an advertising campaign that includes sending out direct mailings, they need to consider the environmental impact of all that paper waste.

 

Why is it Important to Think Globally and Act Locally for Marketing?

There are a number of reasons why it’s important to think globally and act locally. Some of the most important reasons include:

 

1. It helps businesses to expand their reach.

When companies think globally and act locally, they’re more likely to expand their reach and connect with new customers. Companies that take the time to understand the needs of their local target market are more likely to be successful in that market.

For instance, if a company is planning to launch a new product in a foreign country, they need to research the needs of that market and tailor their marketing campaign to meet those needs.

 

2. It helps businesses to avoid cultural missteps.

If companies don’t take the time to think about the global implications of their actions, they could end up making cultural missteps that could damage their reputation.

For example, if a company is planning to launch a marketing campaign in a foreign country, they need to make sure that the images and messages in their campaign are appropriate for that culture. If they don’t, they could end up offending people and damaging their brand.

 

3. It helps businesses to reduce their environmental impact.

When companies think about the global impact of their actions, they’re more likely to make choices that are better for the environment. For example, if a company is planning to launch a direct mail campaign, they might choose to use recycled paper instead of new paper in order to reduce their environmental impact.

 

4. It helps businesses to connect with their customers.

Companies that think globally and act locally are more likely to connect with their customers on a deeper level. When companies take the time to understand the needs of their local target market, they’re more likely to build strong relationships with those customers.

In fact, many customers now expect companies to have a global outlook and to consider the needs of different cultures when making decisions. Even if a company’s primary target market is local, customers will still expect them to have a global perspective.

 

5. It helps businesses to stay ahead of the competition.

Companies that think globally and act locally are more likely to stay ahead of the competition. As more and more companies adopt a global outlook, those that don’t will be at a disadvantage.

In order to stay ahead of the competition, companies need to be able to adapt to the ever-changing needs of their customers. Those that are able to think globally and act locally will be in a better position to do so.

 

6. It helps businesses to build a better future.

When companies think about the long-term impact of their actions, they’re more likely to make choices that will benefit the future. For example, if a company is planning to launch a new product, they might choose to use sustainable materials in order to help protect the environment.

 

7. It helps businesses to be more successful.

Ultimately, companies that think globally and act locally are more likely to be successful. Companies that take the time to understand the needs of their target market and tailor their marketing campaigns to those needs are more likely to achieve their goals.

When it comes to marketing, thinking globally and acting locally is essential for success. By taking the time to understand the needs of your target market and tailoring your marketing campaign to those needs, you’ll be in a better position to achieve your goals.

 

8. It helps businesses to protect their brand.

When companies think about the global implications of their actions, they’re more likely to make choices that will protect their brand. For example, if a company is planning to launch a marketing campaign in a foreign country, they need to make sure that the images and messages in their campaign are appropriate for that culture. If they don’t, they could end up offending people and damaging their brand.

 

9. It helps businesses to grow their business.

When companies think about the global implications of their actions, they’re more likely to make choices that will help them to grow their business. For example, if a company is planning to launch a new product, they might choose to target a foreign market in order to expand their reach.

 

10. It helps businesses to be more efficient.

When companies think about the global implications of their actions, they’re more likely to make choices that will help them to be more efficient. For example, if a company is planning to launch a new product, they might choose to use recycled materials in order to reduce their environmental impact.

 

11. It helps businesses to save money.

When companies think about the global implications of their actions, they’re more likely to make choices that will help them to save money. For example, if a company is planning to launch a new product, they might choose to manufacture it in a country with lower labor costs.

 

12. It helps businesses to make better decisions.

When companies think about the global implications of their actions, they’re more likely to make better decisions. For example, if a company is planning to launch a new product, they might choose to test it in a foreign market before launching it globally.

 

13. It helps businesses to be more responsive.

When companies think about the global implications of their actions, they’re more likely to be more responsive. For example, if a company is planning to launch a new product, they might choose to gather feedback from customers in different countries before launch.

 

14. It helps businesses to be more innovative.

When companies think about the global implications of their actions, they’re more likely to be more innovative. For example, if a company is planning to launch a new product, they might choose to use cutting-edge technology in order to make it more appealing to consumers.

 

15. It helps businesses to better understand their customers.

When companies think about the global implications of their actions, they’re more likely to better understand their customers. For example, if a company is planning to launch a new product, they might choose to conduct market research in different countries in order to get a better understanding of customer needs.

Thinking globally and acting locally is essential for success in marketing. By taking the time to understand the needs of your target market and tailoring your marketing campaign to those needs, you’ll be in a better position to achieve your goals.

 

What Companies Have Adopted a Think Globally, Act Locally Approach?

There are many companies that have adopted a think globally, act locally approach to their business. Here are a few examples:

  • Coca-Cola: Coca-Cola is a global company that sells its products in over 200 countries. In order to be successful in such a diverse market, Coca-Cola has adopted a think globally, act locally approach. This means that while the company’s overall strategy is dictated by its global headquarters, each country is given the freedom to tailor its marketing campaigns to local needs.
  • Unilever: Unilever is another global company that has successfully adopted a think globally, act locally approach. Unilever has over 400 brands in more than 190 countries. Like Coca-Cola, Unilever provides its subsidiaries with a certain degree of autonomy to allow them to better address local needs.
  • Nike: Nike is a global company that sells its products in over 170 countries. Nike has adopted a think globally, act locally approach to its marketing. When it comes to its advertising campaigns, Nike relies heavily on local celebrities and sports figures to appeal to its target audience.

 

What to Consider Before Implemented a Think Globally, Act Locally Approach

There are several factors that companies should consider before implementing a think globally, act locally approach to their business:

  1. The company’s overall strategy: The first step is to develop a clear and concise global strategy. This will provide a roadmap for the company’s subsidiaries to follow.
  2. The company’s resources: It’s important to make sure that the company has the resources necessary to support a think globally, act locally approach. This includes financial resources, human resources, and technological resources.
  3. The needs of the local market: Each market is different and has its own unique needs. It’s important to research the needs of the local market before tailoring a marketing campaign.
  4. The company’s capabilities: Not every company is capable of successfully implementing a think globally, act locally approach. It’s important to assess the company’s capabilities before making the decision to go forward with this approach.
  5. The risks involved: There are always risks involved when implementing a new business strategy. It’s important to weigh the potential risks and benefits before making the decision to go ahead with a think globally, act locally approach.
  6. The potential rewards: There are many potential benefits to implementing a think globally, act locally approach. These benefits include increased market share, higher profits, and a better understanding of the local market.
  7. The implementation process: Implementing a think globally, act locally approach can be a complex and daunting task. It’s important to develop a clear and concise plan before proceeding.
  8. The evaluation process: Once the think globally, act locally approach has been implemented, it’s important to evaluate its effectiveness. This can be done through market research, financial analysis, and customer surveys.

 

The Bottom Line

For businesses, it’s important to think globally and act locally. This means taking the time to understand the needs of different cultures and markets and making sure that their actions are appropriate for those cultures.

Additionally, businesses need to be aware of the environmental impact of their actions and make choices that are better for the planet. Finally, companies that think globally and act locally are more likely to connect with their customers and stay ahead of the competition.

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