- The recent merger of Publicis and Omnicom ad agencies is more proof that global marketing is becoming a reality; the idea has been around since the advent of global trading, but borders have proved to be a difficult barrier.
- In the past, marketers quickly found marketing to different areas on the globe required more local understanding than they anticipated; with global digital conglomerates like Facebook and Google's reams of data, marketers from companies like Nestlé and Nike found they could pinpoint customers and update in real time.
- A big reason for the shift is that digital marketing carries a much lower risk than other channels, like TV.
From the article:
"Among traditional media, TV networks and sports leagues are teaming up to facilitate global marketers buying major events like the Olympics. The New York Times is rebranding its International Herald Tribune as the International New York Times, and Hearst Magazines has created a global digital ad sales unit, Totally Global Media, to simplify sales across sites that reach 200 million unique visitors worldwide each month. Hearst also plans to add its international inventory to the private online ad exchange it operates in the U.S."