Introduction

"Chumley, I’ve been thinking. We need to make a huge splash in the market with this launch. I’m not talking just coast to coast; I’m talkin’ from Sheboygan to Dare Salem, from Beijing to Boston."

Maybe global product launches aren’t conceived in quite that simple a fashion but when considering a global interactive product launch many companies have no idea of the complexity and logistical planning required. The sheer variety of demographics, along with technical and cultural considerations, make this a little more daunting a task than just designing some banners and posting them.

The following are some tangible and intangible considerations effective marketers need to address before launching a global online campaign. Many of these considerations can also apply to the complex, multicultural society of the U.S. market.

Remember: Osama don’t wear Prada.

Author notes: Mike Yapp is executive vice president, national creative director at Carat Fusion. Read full bio.