Multinational companies should adapt their online marketing activities to suit their markets.
Adjusting social media campaigns and other online marketing activities will mean communications remain locally relevant.
Michael Edwards, director of digital and experiential marketing for health and beauty firm Amway, told Clickz his company uses Facebook to engage with distributors across the world.
Describing this method of communicating as "transformative", Mr Edwards said: "It is a technology that connects the global, regional and local dots."
But it needs to be used correctly. Amway wants to be locally relevant, which is why Mr Edwards explains the 30-odd members of staff tasked with social media customise Amway Facebook pages to support this strategy.
"We look at Facebook customisation in the same way that we look at the products we launch and support around the world," he added.
The launch of Google+ this week is likely to provide new challenges for those working in online marketing, regardless of its similarities to existing channels.
Read More
Adjusting social media campaigns and other online marketing activities will mean communications remain locally relevant.
Michael Edwards, director of digital and experiential marketing for health and beauty firm Amway, told Clickz his company uses Facebook to engage with distributors across the world.
Describing this method of communicating as "transformative", Mr Edwards said: "It is a technology that connects the global, regional and local dots."
But it needs to be used correctly. Amway wants to be locally relevant, which is why Mr Edwards explains the 30-odd members of staff tasked with social media customise Amway Facebook pages to support this strategy.
"We look at Facebook customisation in the same way that we look at the products we launch and support around the world," he added.
The launch of Google+ this week is likely to provide new challenges for those working in online marketing, regardless of its similarities to existing channels.
Read More
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