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I have realized that she is right–most people do not understand what marketing is, how it is different than sales, and how they all relate. If you are trying to combine your sales and marketing, you are probably often frustrated with your results. Marketing is about ongoing education, teaching others while sales, as you noted, is about taking the next step (whether signing up for a program or joining a list). La gran diferencia con el marketing tradicional ademas de los canales es la posibilidad que ofrece de analisis, pudiendo conocer el alcance de las campanas y su impacto ademas de saber lo que funciona y lo que no funciona. El marketing digital es muy importante en nuestros dias, los usuarios y consumidores han cambiado sus habitos, hoy en dia se tiene acceso a todo en el momento, ya sea a traves de ordenadores, Tablet o Smartphone los usuarios tienen una constante conexion a la red. Se debe tener en cuenta que los usuarios usan las redes en muchos casos como un entretenimiento, una forma de distraccion, lo cual debe hacer entender a la empresa que su forma de venta y acceso a ellos debe ser apropiada. Por supuesto para las empresas ofrece muchisimas ventajas el tener un trato casi directo con sus consumidores, pudiendo conocer que quieren, como quieren, lo que supone una comunicacion directa con ellos, es muy importante escuchar, y gestionar los comentarios, ya sean positivos o negativos, sacando siempre un analisis constructivo para el funcionamiento de la empresa.
Hace unos dias escuche en un curso sobre marketing digital que si quieres esconder un cadaver, el lugar mas apropiado es la segunda pagina de Google, con esto hacemos referencia a la importancia y relevancia de aparecer, de estar en el buscador mas importante de nuestro pais. Tanto en el marketing tradicional como en el digital, lo importante es que tu empresa, tu marca, tus productos lleguen al consumidor, que los vea, que tenga acceso a ellos, no nos sirve de nada tener los mejores precios del mercado si nadie lo sabe, y hoy en dia debemos aprovechar a todos esos miles de usuarios a los que podemos alcanzar a traves de un buen trabajo. Por supuesto para todo siempre hay varios caminos, y para esto del marketing digital tambien, a veces el camino rapido nos lleva a un resultado negativo de nuestro trabajo, las cosas bien hechas, con su tiempo necesario nos aportara mejores resultados, y ademas como he indicado antes resultados medibles. Por ultimo solo queda indicar y animar a todas las empresas a aprovechar esta gran oportunidad que la tecnologia, los habitos de consumo y vida nos ofrecen en estos momentos, para conseguir el objetivo final que es cumplir con los objetivos marcados por la empresa. In the past few years the importance of social media in global digital strategies has increased exponentially.
For a global brand this brings great opportunities, since these three International social media platforms are already familiar and localization can expand their reach to new audiences. The adoption rate of each social media platform and the way people use social media varies greatly in different countries and regions. Therefore it is very important to do a proper market research across regions to find the right platform to invest in. Once you have found your audience, listen what the general discussion is about and what the users are saying about your brand and competitors. Developing a cohesive, global strategy is important, but it needs to be customized based on your knowledge of the local behaviour and customs. Understandably a brand might be tempted to have a general Facebook, Youtube or Twitter page to save in costs, or have different pages per region with the same, translated content.
But if you opt-in for plain translations, your reaction speed is slower, your message might not be understood and lack of local relevancy might make the amount of the “fans” or “followers” drop.


For a global company with a network of market units across the globe, it is very important to involve local markets from the early stages of the process.
By getting local markets aboard and supporting them with their local social media pages, the results will be much better than doing it alone or focusing on one global page.
Instead, offer basic social media training and allow markets to pull content from your global channel. Having worked in a global company, I know that the main issues while developing a global social media strategy are the cost and the novelty of the channel.
However, an investment in these basic global channels and training for the local markets can really pay off. I am Pauliina Jamsa, a 32-year-old multi-lingual Finnish Digital & Mobile marketing expert with International business background - I have lived in many countries and speak 7 languages.
When I asked the host why she selected me to do this (btw, this is one of my standard questions to assess all incoming opportunities), she said that I have an understanding about marketing and the ability to explain it that most people need to hear.
Marketing can include networking (online and offline), attending events, advertising, press releases, speaking, direct mail, search engine optimization, joint ventures and many more tactics. It was recognized that a Pull strategy is way more sustainable than a Push strategy, and so has the models of integrative marketing management. Our authors are educators from top QS ranked universities and practitioners from multinational enterprises.
Around 70% of Facebook’s 750 million active users are not from the U.S and the platform has been translated in more than 70 languages. However, as with any type of marketing, the brand having social media success in their own country does not mean that same approach and tactics work abroad. Even if Twitter, Facebook and Youtube are used across the globe, these platforms may not have reached yet the same level of popularity than the local networks.
See how your target is engaging with companies, how they use the platform and what the best practises in the particular country are. Identify what are the global goals and objectives and what are the goals and objectives per region. They have the best knowledge of the local customs, user behaviour and trends as well as their local competitors’ activity. Market units will then translate and localize the content themselves according to their country’s requirements. If the local markets are motivated and have freedom to act, they will be investing their time and effort to update the pages and engage with the audience. Based in London, I am currently working as Digital Marketing Manager for Microsoft Dynamics.


Youtube is localized in 23 countries in 24 different languages, and 70% of the Youtube traffic comes outside the U.S. This is why it is important to take in account the following best practices and tips, before launching an international social media strategy. While Facebook is not very popular in Asia and Russia, Twitter has encountered big success in Japan, because of its anonymity and mobile friendliness.
By understanding the cultural variations you will more easily be able to avoid pitfalls and identify the trends before entering the market. Your brand might be highly popular in one country, which means one of your goal might be increasing brand loyalty, however in another country people do not recognize your brand and you might need to focus more on augmentation of brand awareness.
I wrote an example of Red Bull a year ago: The brand sent in Facebook a link straight to a Japanese Google translated page without checking what the translation was. By respecting cultural references and taking in account local trends, events and holidays, you can give users more personalized experience and help your brand to connect the audience on a deeper level. Social Media is highly reactive and by putting barriers for local markets, the strategy is likely to fail. Keeping the social media page alive does not cost much money, but it can reach a larger audience than the old media or banner campaigns. Sales include converting people from your website onto your newsletter list or your Facebook page is a form of a sale. In China, Twitter-like Weibo and social network Qzone with 150 million active users are the platforms of choice while in Russia V-kontakte is the local version of Facebook. Once you know what you want to achieve, you are able to set up tactics to best achieve those goals. If you strictly control what gets published, by the time translation agency has sent you translations, the “news” is already old. Publish links to local channels in your global page to promote local pages and direct fans to more relevant content. It is a way to really engage with your audience as well as to encourage WOM and consumer generated media.
What all continents have in common is the high usage rate of Youtube – used via mobile, tablets, PC or netbooks.



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