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Clients have different organizational preferences depending on their internal structures and we adapt accordingly. The most common, and what tends to work quite well, is when our consultants from the different local markets report to a single coordinator at All Around, and this coordinating figure reports either to the client-side main contact or to the managers of each market in an weekly or monthly joint meeting. When we centralize coordination in this way, it helps us to detect synergies between markets, as well as opportunities to replicate certain structures or practices that have worked well.

Many of our projects start off with a health check of a client’s marketing activities, also called an audit. Sometimes we are asked to perform a one-off audit when a client wants to improve in-house or third-party vendor performance. The most common audits we provide are PPC (review of structure, copy, keywords and strategies), SEO and Web Performance (indexability, architecture, UX, technical errors, competitors, ranking and keywords, onpage SEO, backlinks etc.) and Analytics (correct configuration of tracking, events, existing reports, dashboards, etc.). These digital marketing audits have a written deliverable as their final product which can be used as a road map for corrections.

The General Data Protection Regulation or GDPR is a regulation that since its application in 2018 affects all companies in all sectors that operate in Europe, as well as when the company has its headquarters and its website outside the EU but offers goods and services in European territory, thereby processing the personal data of EU citizens.

You can determine this with the help of a local marketing specialist or someone with in-depth knowledge of the local market. Standardizing the content is usually insufficient and broader and local issues must be taken into account, such as the content topics that are chosen, platforms that are used, audience digital consumer behaviors in that country, etc.

Also, differences in language usage and visual elements may vary between markets that speak the same language. For example, a Spanish landing page for Spain will have a different messaging and visual elements than a landing page for Mexico.

Without a doubt, yes. There are few cases in which a local market feels comfortable in a foreign language (for example, an English website in the Dutch market). As a general rule, users navigate better in their local language, and any marketing action should be executed in that language to be effective.

For example, if you launch a social media ad campaign to reach Spanish-speakers in Argentina and when they click on your Spanish-language ad you take them to your English-language corporate website or to a non-localized landing page, the user perceives that what you have shown in the ad is not what you offer on the landing page, and this can cause a negative impression.