Interaction 2017: Direct Marketing to a Global Audience
2017 Event Coverage
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On Friday, May 19, 2017, the University of Akron’s Gary L. and Karen S. Taylor Institute for Direct Marketing hosted its annual thought leadership event, Interaction. Interaction 2017 featured the theme of Direct Marketing to a Global Audience. With current technology, including the well-documented prevalence of mobile devices, the world is becoming smaller. It is not uncommon for consumers to carry on conversations with companies on the other side of the world. As stated in a Direct Marketing News article nearly six years ago, “technology has paved the way for the emergence of global consumers, and marketers are becoming more intuitive, more inventive and more aggressive about using an arsenal of global marketing strategies to acquire international customers.” Well, that time has come. It is no longer a case of “are becoming,” it has migrated to “should be” when discussing the strategy to move across a global marketing landscape. Marketing on a global level requires marketers to adjust strategies to adapt to these new markets. It is not enough to merely translate a marketing piece into the language of that country. Successful global marketers have an ear to the ground to uncover the unique habits of global consumers, rely on local partners for cultural distinctions, and understand how the complex shifts in a global economy can affect their business. Our speakers shared their experience and research to help and motivate those in attendance with this important jump.
In addition to hearing from our amazing speakers, the Taylor Institute will also be honoring Ms. Karen Haefling with the 2016 Direct Marketer of the Year Award.
- Karen Haefling, VP of Marketing, The Vitamix Corporation
Download the Presentation on Building a Global Brand in an Interactive World
- Dr. Andrew Thomas, Professor — International Business, The University of Akron
- Ivana Nikolik, Deputy CEO Agency for Foreign Investments & Export Promotion of the Republic of Macedonia
Download the Presentation on Business Climate and Investment Opportunities in Macedonia