67% of Companies Surveyed by TEB Are Considering New Global Marketing Programs in 2013

Jan. 22, 2013 - PRLog -- The Experts Bench (TEB) conducted a survey on global marketing challenges to marketing professionals in the U.S., Canada and U.K.  Roughly 50% responded that their global marketing spend decreased in 2012, but more than 60% were considering new global marketing programs in 2013.  Experts from three different industries--Jessica Cobbs, Global Brand Director for UPS; Rune Olslund, Director of Worldwide Field Marketing for Cisco Systems; and Tony Phillips, Global Marketing Innovations for Coca-Cola--were featured on TEB’s webinar “30 with the Experts” and discussed how companies can win more global market share.

Cobbs stated, “You should really not be decreasing the amount you’re spending on your global marketing expenditures…Focus on specific countries where there is the most potential.”

Even though marketing spend has decreased for most companies in 2012, almost 70% of the survey respondees plan on executing new global marketing techniques and programs in 2013—many in social media.  “Social media is a good way to build relationships,” added Cobbs.  “Even though there might be an initial investment, if it’s executed well, you are able to increase your customer loyalty in the long run.”

Another way to increase global market share is through innovation.  Even though innovation may be secondary to efficiency, there needs to be room for both to gain more global market share.  Phillips explained, “Where you really find the sweet spot is when…you understand how both impact the business but you don’t abort one for the other.”

“Companies can also win market share…by helping their customers save money and find operational efficiencies,” concluded Olslund.

Guests shared their top three best practices on how to overcome global marketing challenges:
1) Take your marketing strategy and bring it to life, not only in communication but also in innovation.
2) Connect with consumers and make sure they see the value and experience in your company and what makes it unique.
3) Get all partners and sales force on the same CRM system using the same lead management methodology, disciplines and processes globally.  

For a recording of the webinar please contact Cindy Caldwell, eMarketing Manager at marketing@tebww.com.  To listen to additional webinars, please go to: http://www.tebww.com/talk-with-the-experts