Conclusion
Call me Pollyannna.
Just to recap:
- Expect the unexpected. Various media can bring unexpected results. Keep an open mind and optimize religiously.
- Not everyone is willing to define their lives by the brands they wear, what they drive or what they eat. For a brand to elicit positive response in a region, marketers should identify alternative, less intrusive means of communication.
- Before developing your media plan, investigate and agree on accurate metrics for gauging the success of your campaign
- Understand what are the most effective and popular means of digital communication in a given region, and design your marketing program to feature their use.
- Language doesn’t have to be a barrier. Good, pre-planned dynamic design will speed production of your creative and minimize costly localization.
I like to think of the internet as the community bulletin board, a meeting place, a town hall if you will. In the early days we reveled in every new application and every new development that made the internet better and faster and more accessible to use. To me, the web brought information and people together.
As any reader of Spider-Man knows, "With great power comes great responsibility." The internet has given us the power to market to the world. Will we have the responsibility and wisdom to market in a way that respects the cultural and spiritual differences of societies?
