Segmented Marketing has been rapidly replacing, or at least collaborating as part of,what we have known as Mass Marketing. So why would any brand, U.S. or “other world,” not customize their communications about their product, service or experience? With a rising local diversity in our domestic market, and an increasing mix of different global cultures throughout the world, a brand needs to continue to create strategies and communications for glocal brand marketing.
Some brands are trying multicultural marketing that attempts to create communications for more than one market segment. The brands that seem to do the job best do forms of Integrated Marketing that go beyond running traditional ads, doing outdoor advertising or going on-line. They are developing innovative Consumer-Centric Promotions (CCP) and Customer Experiences (CX). And they are considering cross-over life-style psychographics to identify “cross-across” target markets.
Today’s Brand Management has to recognize that cross-over segmented markets require more glocal strategies and multicultural communications than ever before.
One to watch is what a retail giant like The GAP is doing. GAP Inc. has products available to customers in over 90 countries worldwide. Their global expansion formula is to enter a country with brand-building flagship stores, after which outlets and smaller franchise stores can be added beyond the main cities, in addition to building an online web presence for each country/region/language and offering international shipping. This plan goes on even with the news that they will be closing a number of stores in NYC, the USA and Canada.
In the Gap Inc.’s case, they are promoting their image of Americana and it’s fun, family, fashion and value appeals across the globe. They integrate or “glocalize” their promotions with the local customers as seen on their international web pages:
The Gap is approaching each segmented market with its brand story and brand image, while welcoming each target market in their own language and giving them the opportunity to adapt this American brand in their own “glocal” way. In today’s global economy world, we need to develop our own global perspectives as we choose which ideas or products to include in our company brands and our personal customer lifestyles.
Arthur & Peggy Winters co-teach SXB 200 Brand Marketing Communications for Image & Meaning and SXR 050 Intro to Branding: The Art of Customer Bonding.