Making Global Brands Go Local

The rise of digital technologies has opened up new marketing channels for marketers. But have these technologies altered the responsibilities of a marketer? Not really!

Even today the primary responsibility of a marketer or an advertiser is to get the message out there and get it noticed. But how do you grab eyeballs in a situation of widespread advertizing cacophony?

In fact, with the increase in marketing channels, your job as a marketer has become that much more difficult. Your potential consumer is getting bombarded with so many messages today that there is a high likelihood that your message is getting screened.

So how can you catch the eye of your target audience? By customizing your marketing efforts.

Customized Marketing

Customized marketing, also popular as localized marketing, is an effort where you tailor your marketing material and message to appeal to a target segment. This increases the relevance of your ad campaign and makes it more effective. It allows you as a marketer to touch a cord with your audience and set the cash registers rolling.

Now, customized marketing can be achieved by letting your front-line people leverage their understanding of the local conditions and develop targeted promotional material that can include print ads, flyers, brochures and even direct mail pieces.

However, this type of marketing has two implications:

• It can stretch your marketing budgets; and
• You lose control over your brand.

Web2Print and Customized Marketing

But this does not make customized marketing a faraway dream. The w2p solutions have evolved and made this fantasy come true.

One of the finest attributes of a web-to-print solution like OnPrintShop is its ability to customize documents. These solutions allow you to carry out customization of your promotional material in a seamless manner.

Now you can have a template prepared for your marketing campaign at a central level and define the fields that can be customized to address local conditions. Your front-line personnel can just log into the system and modify these fields to localize the promotional material.

You can review the online proof of the customized product and then place an order. This allows you to save time and resources that would have been spent on designing different promotional materials for different market segments.

But more than that, it allows you to exercise control over the brand. You get to command and govern brand representation and brand messaging which is the apple of any marketer’s eye.

Endnote

It would not be wrong to say that custom web to print solutions have opened up a Pandora’s Box for enthusiastic and proactive marketers who are looking to achieve higher personalization and relevance in their marketing efforts.