As such, the Internet has made it possible to democratize access to all consumers, regardless of their location, age or culture. It has allowed the development of personalized profiles for companies, groups, collectives or individuals. Today, anyone can develop their own profile and make it known to others, or allow others to view or take advantage of it.
Although the Internet is a global means of connecting with people, organizations and all kinds of entities, usage patterns show that it is generally used to communicate and interact between locals, limited to the region where they are located. A region is identified as a neighborhood, city, region, zone or country, where most of these interactions take place. This reinforces traditional themes such as culture, values and beliefs; all topics for marketing development. There is still a lack of global convergence where locally the consumer feels identified with elements from another region. An example is simply the use of language. Even in Spanish, there are several ways to communicate with other regions where they speak it, noticing linguistic differences when entering those sites.
It is often heard that we have easy and almost free access to what happens in other regions distant from ours, reflecting a valid interest in those markets, perhaps due to globalization. There are many adaptations to make content local on the Internet by companies and through dedicated software for it. To reach the local consumer, it is convenient to make this type of specific adaptations, in order to be noticed. Currently there are many marketing strategies with the intention of increasing the effectiveness of these efforts. Thus, it is pertinent to emphasize significant local cultural elements for each market.
The digital transformation is full of possibilities, so each company will pay adequate attention to its particularities. You see many examples of this in Mexico, ranging from YouTube with personalized advertising to web pages that are automatically translated. Even those who use influencers In each market, digital companies seek to reach the segment of interest locally with their products and brands. It is common to see stories go local, as is the case with Amazon where the first ratings they present are usually from customers in the local or national market.
Developing marketing that appeals to local consumers is what consumers identify with. All of this involves storytelling. (storytelling) with culturally sensitive narratives to the market, connecting the brand or the product. If celebrities, references, places or even influencers digital, preferably locally known. For the company, it implies seeing itself as authentic in a market that may be something alien to it.
All companies that seek to be disruptive through the digital transformation that we are experiencing have the opportunity to trigger potential strategic responses, generating value for them as well as for consumers. The use of different technologies, channels and media supports this promotion strategy.
As a medium, the Internet offers many additional mechanisms to a web page, such as TikTok, Instagram, blogs, among others. In all or some of these media, some advertising or implicit product or brand may be presented explicitly or implicitly. The influencers local digital can provoke consumers by being imperative or using/showing the product or brand. These are more effective than many other promotional mechanisms, even with celebrities. All of the above means that the company reevaluates the way in which it will be promoted with different segments and markets.
Although much of this may be to participate in other markets or countries, the above can also apply to marketing in the same country. It is known that the north of Mexico speaks something different from the center or the south, including various celebrities and influencers digital are primarily known in one of those regions. Global, but local, is the strategy that prevails today.
By: Dr. Jorge A. Wise, Professor of Marketing and International Business at CETYS University, member of the CETYS Graduate School of Business