The CMO's Guide to Creating Global Digital Experiences for Local Audiences
Building Blocks

For organisations that do not have dedicated teams with local market knowledge, understanding the differences that need to be made to create local online experiences can be daunting. This guide will help to structure your approach and identify opportunities to bring your offering to a global audience.

Implementing a digital experience relevant to different audiences around the world is a key goal for enterprises looking to improve the effectiveness of their digital channels and maximise the economic potential of trade in the markets in which they operate.

The focus should be on investigating the use of digital technologies that automate the identification and distribution of relevant content to users in target markets. However, many companies are not providing the most basic form of relevant content to their international customers and prospects – content that is not only translated, but relevant and sympathetic to the local market and culture.

This guide is designed to help structure your approach, and to identify gaps and opportunities to bring your offering effectively to an international audience. In this guide you will learn:

  • Key questions to discover your organisations current level of localisation
  • How to define your approach and review what is needed using our ‘Digital Foundations’ model covering people, process, platform and performance
  • A guide to creating your own digital roadmap
  • Advice on organisational structures, how to arrange global teams and manage workflows
  • Key CMS considerations
  • How and what to measure to report on performance.

We would like to communicate with you regarding the products and services of our Marketing & Creative brands, that may be of interest to you. As well as Marketing Week, these brands include Creative Review, Design Week and the Festival of Marketing. If you do NOT want to receive these marketing communications, please email You can update your details and marketing preferences at any time by visiting your My Account page.