International Marketer’s Blog

Advertising Age took a worldwide look at the state of digital marketing this week, having surveyed executives at ICOM, a global network of independent ad agencies, about the top digital trends and issues facing their markets in 2010.

The findings underscore the importance of understanding local trends and behaviours as marketers worldwide seek to leverage the growing power of digital marketing. They also highlight the opportunities available to those marketers who do grasp regional peculiarities and differences – and harness these – as internet use continues to increase and evolve in key country markets.

For example, we are told that in Brazil and Estonia Google-owned social networking site Orkut is proving popular. Social media is a hot topic in both markets.

Take global restaurant chain T.G.I. Friday’s in Brazil. It used Orkut, Twitter, Facebook and YouTube to launch (more…)

Disney is currently rolling out one of the biggest international marketing campaigns in its history to promote the release of its new 3D version of “A Christmas Carol” on November 6th.

The film, starring Jim Carey as Ebenezer Scrooge, is estimated to have cost Disney $170 million to produce, representing a huge bet on the success of the film that they hope will generate significant ‘legacy’ revenue for them through dvd sales and TV reruns in years to come.

Disney has invested significantly in new media marketing, including a Scrooge  iphone app, a ‘naughty or nice’ Facebook quiz and a themed video game on Disney.com. A website where visitors can make virtual ornaments and decorate an online tree was unveiled last week. (more…)