Multinational Marketing

SUMMARY: If you’re known for marketing to big companies, what happens if you’re suddenly tasked with creating a centralized lead generation system and told to target smaller and medium-sized businesses, too?

SAP developed a global approach that could still be customized to address prospects’ needs on a local level. Includes tips on creating regional demand gen hubs and how they ran a pilot campaign in Europe to work out the kinks. read the complete case study

SUMMARY: Based in Sweden, Agnes Gawel manages the email team sending newsletters and promos to 60 markets around the world. In MarketingSherpa's exclusive interview, Gawel gives practical tips on: -> Creative strategies for different countries -> Legal considerations-> #1 way to keep click and open rates strong -> Why eyetracking heatmaps are so helpful Yes, includes creative samples in English and Chinese, plus an eyetracking heatmap result from a recent Sony Ericsson campaign. read the complete article

SUMMARY: "Western European consumers will spend 19 billion during the 2008 holiday season, the time from early November to the end of December." "Despite the current economic recession, this represents a 25% increase compared with last year's holiday shopping season." "The largest category by total sales is consumer electronics, at 29% of holiday sales, followed by clothing and food and drink." view the complete research record

SUMMARY: QXL.com always intended to be ‘the leading Internet auctioneer across Europe,’ says CEO Jim Rose. And they’re doing pretty well so far: they’ve built up the largest pan-European online auction community, currently conducting C2C and B2C auctions in umpteen different countries – that means umpteen different languages and, EMU or not, umpteen different currencies. So – how does a UK-based firm set about conquering Europe? read the complete interview

SUMMARY: Web globalization isn't just for large multinational corporations anymore. Companies of all sizes are capitalizing on the Internet to expand beyond their countries and into new cultural groups within existing borders.

We surveyed 1,939 marketers and have exclusive new data for you in a 54-page PDF download. Includes 39 charts and tables, best practices, ROI numbers and website translation costs. read the complete article

By Anne Holland, Content Director

The dollar is so low right now that people outside of America are viewing us as one vast discount store. We’re the Wal-Mart for the rest of the developed world. For example, hordes of European tourists are buying European antiques more cheaply in Manhattan than they can in Europe.

That’s great news for the US tourism industry as well as for US-based companies that offer ecommerce shipping overseas. It’s also great... read the complete blog post