There’s no one size fits all approach to marketing in several countries – at least not yet. Of course there are in some cases cultural similarities between for example the nordic countries, however that’s where it ends, similarities are not the same as equally “the same”.
That’s why, when you work with global marketing management, you need a framework, and an approach that is flexible enough to adapt the brand, marketing and communication to each country you have or aim to have a presence in.
And here is a short list of some key points that you need to consider, when it comes to local adaptions and why they are necessary.
Time is money. And today there are many tools available which can automise a plethora of tedious manual labour. Especially in terms of reporting. Do that. Because chances are that you have some great and brilliant staff, that you can use to propel your business forward, rather than doing mundane tasks. You want your staff acting on the findings from the reports not wasting time making them. Reporting is just an example. Find what it is that is relevant for your business that can be automatized, then invest in getting whatever it may be automated.
- What task can be automated?
- What tools do we lack that could make our work more effective?
- What system support could you add to remove manual task within your existing environment?
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There is a reason agile methods have catched on. Time is scarce today and everyone seem to be in need for more of it as digital evolve. Even large corporations with plenty of staff have the same need for increased resources, which in some cases can be quite baffling with the sometimes huge amount of staff at hand.
Ineffective organisations can drain the energy from the most brilliant projects and initiatives. And if you want to get ahead in the digital world an effective, clearly defined organisation is key. Where everyone’s roles and responsibilities are clearly defined. Which can function across departments and bridge gaps. Clarity creates a calm and leaves room for creativity. You don’t need to tell people WHAT to do, it’s WHAT their responsibilities are. So they can own their area and help align this with any overarching strategy.
A safe and curious culture is also a key component, where your staff is not afraid of failure and where there is a mutual respect between colleagues but also the senior management – where you hire staff for their expertise and trust in their skills and abilities to get the job done. This is a strong foundation to build upon.
Remember that the increased speed of change and new innovation requires a foundation that is clearly defined so when you need to adapt to change, everyone knows what their responsibility and their KPIs are.
However – there is a huge difference between being flexible to align towards changed circumstances with your strategy and goals in mind, and being controlled by the events happening around you.
Key questions to ask:
- Are our staffs roles and responsibilities clearly defined? Or do some roles overlap
- Does everyone know who does what?
- Are there new areas in our company that does not have someone responsible for owning them? And driving them forward that could contribute towards your success?
- What type of company culture do we have? What lessons do we learn from our mistakes?
- How does senior management react in terms of staff making mistakes?
- What methods, processes and tools do we use and do they help us achieve our business goals or are they in the way, or an actual liability?
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If you are going to do things differently but with the same staff you need to educate them to expect a different result and ensure a different way of working.
If you never educate the staff along your digital transformation journey then you will still have staff that does the same thing they have always done.
To truly change the way you do things, it has to be done differently and that means your staff has to work in a different way and use and be open to new methods. Strong leadership is also a key component in this.
To empower your staff in this journey is to educate them, why you are doing all these changes, what it means to them and how they play a key part in actually making this transition successful.