Closing Keynote: Going Global -- The Cross-Border Audience Opportunity (2014 Integrated Marketing Virtual Conference Session)
Sponsored by: Smartling
Speakers: Bruce Biegel, Senior Managing Director, Winterberry Group
Click above/below to view this webinar, originally offered as a session at 2014 Integrated Marketing Virtual Conference & Expo.
In this session, Bruce Biegel will present findings from Winterberry Group's research "Going Global: The Cross-Border Audience Opportunity." This research is being pursued in order to advance the industry's understanding and practice of cross-border audience engagement, with an eye on helping publishers and marketers understand how varying marketplace conditions-including the availability of data and technology, as well as preferences for various approaches to media-are likely to impact efforts to identify, engage with and grow the value of addressable audiences in support of global growth strategies and in a range of geographic regions.
Marketers have a developing opportunity to leverage data and technology to expand audience engagement across borders. Though practitioners-including publishers, marketers and solutions providers-are eager to expand their approaches and develop audiences (or support clients' efforts) in new areas around the world, little information previously existed to guide that work.
Biegel will address what it takes to "go global" with audience development, including sharing:
- A comparative snapshot of the status and relative maturity of data-driven audience engagement practices and infrastructure in each of 12 representative regions (regions include: the U.S., Australia, Brazil, Canada, China, France, Germany, the Gulf Region, Japan, Mexico, South Africa and the U.K.)
- How the data and technology landscape differs across regions-and how those assets and tools shape any addressable opportunity
- An overview of the key ingredients for any organization to successfully "go global"-with a focus on vendor requirements and ideal organizational structures and processes; and
- The factors that are limiting or challenging these efforts.