On the mark: Digital technologies for local strategies

Chuck Kapelke

Digital technologies are allowing international brands to connect at a local level. Still, the process of localization can be a complex and cumbersome challenge for brand marketers, who must manage an array of data about local markets while maintaining brand consistency across markets.

On the mark: Digital technologies for local strategies

Chuck Kapelke

For the Coca-Cola Company — a global organization that sells 3,500 beverages across more than 200 countries — the prospect of marketing at a local level might seem daunting. But in recent years, the beverage giant has made major strides in localizing its international branding, thanks to a digital platform that empowers marketers from Albania to Zimbabwe to access images, videos, and even recommended tweets and Facebook comments that they can customize to connect with consumers with just the right language and tone.

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