Diversifying Into SMS Marketing For Customer Engagement

Summary

MarTech Podcast ™ // Marketing + Technology = Business Growth
Episode: Diversifying Into SMS Marketing For Customer Engagement
Release Date: April 2, 2025
Host: Benjamin Shapiro
Guest: Catherine Melchior Ray, President of Global Ally Consulting and Author of Brand Global, Adapt Local

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Introduction

In this episode of the MarTech Podcast™, host Benjamin Shapiro engages in a compelling discussion with Catherine Melchior Ray, a distinguished marketer with extensive experience in global brands such as Nike, Louis Vuitton, and Shiseido. Catherine brings her expertise as the author of Brand Global, Adapt Local and president of Global Ally Consulting to explore the dynamics of global versus local marketing strategies in today’s interconnected business landscape.

Guest Background

Catherine Melchior Ray has carved a niche in the marketing world by focusing on culturally intelligent strategies that bridge global and local markets. Her academic role at the Haas School of Business complements her practical experience, allowing her to provide deep insights into effective marketing practices across diverse cultural contexts.

Main Discussion Points

1. Global vs. Local Marketing Teams

Catherine advocates for diversifying into local marketing managers rather than consolidating a unified global marketing team. She states, “You train because a mix of individuals has been proven to deliver higher results and those people make one another smarter” (01:52). This approach leverages local insights and fosters innovation through diverse perspectives, which can be more effective than a centralized strategy.

2. Building a Global Culture

Central to Catherine’s argument is the importance of cultivating a global culture based on shared values, open communication, and trust. She emphasizes, “The key to build globally powerful, diverse teams is trust” (01:52). To achieve this, organizations must:

• Explicitly Define Shared Values: Clearly articulated values ensure that all team members are aligned and understand the core principles guiding their work.

• Foster Open Communication: Enabling team members to express concerns and provide feedback openly helps maintain transparency and mutual respect.

• Maintain a History of Promises Kept: Consistently honoring commitments builds reliability and reinforces trust among team members.

3. Experiences at eBay

Drawing from her tenure at eBay, Catherine illustrates the challenges of balancing global and local marketing efforts. She recounts, “There was this cycle of who was responsible for doing what that just seemingly never ended” (02:52). At eBay, she witnessed the fluctuating control between local and global teams, leading to inefficiencies and unclear responsibilities.

To address these challenges, Catherine implemented a strategy to localize the national team, ensuring that local managers had the autonomy and resources to execute region-specific campaigns while aligning with global objectives. This dual approach aimed to harness the strengths of both global oversight and local expertise.

4. Challenges of Budget Control

A recurring theme in the discussion is the control of marketing budgets, which often dictates the extent of autonomy local teams possess. Catherine notes, “Who controls the budget, controls everything” (04:28). At eBay, the oscillation between centralized and decentralized budget control led to persistent conflicts over marketing responsibilities, highlighting the need for a balanced approach that empowers local teams without sacrificing global coherence.

5. Importance of Cultural Intelligence

Catherine underscores the necessity of cultural intelligence in marketing, enabling teams to understand and effectively engage with diverse customer segments. She remarks, “We all become globally aware and culturally intelligent so that you can have diverse ideas and understanding of diverse customer segments in any place” (05:15). This cultural awareness ensures that marketing strategies are tailored to the unique preferences and behaviors of different markets, enhancing customer engagement and business growth.

Conclusion

The episode concludes with Benjamin Shapiro thanking Catherine Melchior Ray for her invaluable insights into building and managing global and local marketing teams. Listeners are encouraged to connect with Catherine through her LinkedIn profile, visit her website, or explore her book, Brand Global, Adapt Local, to further delve into strategies for effective global marketing.

Catherine’s experiences and recommendations provide a robust framework for marketers looking to navigate the complexities of global business environments. By fostering trust, embracing cultural intelligence, and balancing global oversight with local autonomy, organizations can drive substantial business growth and achieve sustained success in diverse markets.

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Notable Quotes:

• Catherine Melchior Ray (01:52): “You train because a mix of individuals has been proven to deliver higher results and those people make one another smarter.”

• Catherine Melchior Ray (04:28): “Who controls the budget, controls everything.”

• Catherine Melchior Ray (05:15): “We all become globally aware and culturally intelligent so that you can have diverse ideas and understanding of diverse customer segments in any place.”

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For more insights and daily streams of marketing and technology knowledge, subscribe to the MarTech Podcast™ on your preferred podcast platform or follow us on YouTube.

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Timestamps:

• 00:25: Advertisement by Catherine Melchior Ray on content integration.
• 01:15: Introduction of Catherine Melchior Ray.
• 01:52: Discussion on global vs. local marketing teams.
• 02:52: Catherine shares experiences from eBay.
• 04:28: The significance of budget control in marketing.
• 05:15: Importance of cultural intelligence in global marketing.
• 06:14: Closing remarks and additional information.

Transcript

[Benjamin Shapiro]

The Martech Podcast is a proud member of the I Hear Everything Podcast Network. Looking to launch or scale your podcast, I Hear Everything delivers podcast production, growth and monetization solutions that transform your words into profit. Ready to give your brand a voice? Then visit iheareverything.com.

[Catherine Melchior Ray]

From advertising to software as a service to data, across all of our programs and clients, we've seen a 55 to 65% open rate. Getting brands authentically integrated into content performs better than TV advertising. Typical life span of an article is about 24 to 36 hours. We're reaching out to the right person with the right message and a clear call to action. Then it's just a matter of timing.

[Benjamin Shapiro]

Welcome to the Martech Podcast, a member of the I Hear Everything Podcast network. In this podcast, you'll hear the stories of world class marketers that use technology to drive business results and achieve career success. Here's the host of the Martech Podcast, Benjamin Shapiro.

[Catherine Melchior Ray]

I'm Benjamin Shapiro and to explain how to make your marketing culturally intelligent is Catherine Melchior Ray, who's the author of Brand Global, Adapt Local. Catherine has worked for international brands like Nike, Louis Vuitton and Shiseido before becoming the president of Global Ally Consulting and a professor at the Haas School of Business. And today she's gonna share the playbook for how your marketing can cross borders. Let's move on to our second question. Double down or diversify. Are you doubling down on a unified global marketing team or diversifying into local marketing managers?

I say local marketing managers. You train because a mix of individuals has been proven to deliver higher results and those people make one another smarter. So the reason I say train them is because you want to have a global culture. You want to ultimately be able to have shared values and open communication. Because the key to build globally powerful, diverse teams is trust. And in order to build trust, you need three things. You need to have shared values. And the only way you can build shared values is if you really are explicit about what your values are. You need to have open communication so that you can each share when you think someone's gone too far and you have to have a history of promises kept. When you can develop those three pillars and have it work, then yeah, you can integrate local managers to be able to collaborate together for a global team.

Here's my experience when I worked at ebay. It's been about 20 years since I was there, but there obviously are international markets, right? There's eBay's in 30 countries or was at the time. And we would have a local marketing team that was running their own marketing campaigns because they had the inherent market knowledge. And then we would consolidate everything because we wanted the economies of scale and the bidding optimization to happen globally. And then inherently we would go back. And then inherently we would go the other way, back and forth and back and forth. And there was these national managers, and there's the global managers, the global and national. And it just went on and on. And there was this cycle of who was responsible for doing what that just seemingly never ended. And my answer was always, okay, we need an Italian, a German, an Australian, everybody here in one location. And then we have the cultural understanding of the entire world, but we're operating at a global team. So basically, I wanted to localize the national team, or at least I thought that was the solution. Is that a common problem? Is that just an ebay problem? Or when you're thinking about do I want everybody in one place or do I want regional teams, do they generally stick?

Did you localize the global team or did you globalize the local team?

Well, we did both. It went back and forth. When I first got to ebay, there was individual country managers that had their own budget for marketing. Then it was consolidated, then the local marketing managers got more resources. And so it sort of went back and forth. Who controlled the budget? Budget. And there was never a real lasting decision of who was going to run the entire marketing program, the local team or the global team.

Sounds like a tech company.

Yeah, of course.

Well, who controls the budget, controls everything. We all know that. So it's interesting. In this book, I interviewed people from all over the world about their work internationally. And what was amazing is how much they learned from their colleagues all over the world and from working internationally, just like you said. So I would say the notion is that we all become globally aware and culturally intelligent so that you can have diverse ideas and understanding of diverse customer segments in any place, be it in Silicon Valley or in Saigon. That way everyone everywhere is open minded and recognizes that things are not the same way in one market or another.

All right, that wraps up this episode of the Martech podcast. Thanks to Katharine Melchior Ray, the president of Global Ally, for joining us. If you'd like to get in touch with Kathryn, you could find a link to her LinkedIn profile in our show notes. You could visit her website, which is Katherine Melchior Ray. Or you could find her book, Brand Global Adapt Local on Amazon. And if you'd like a daily stream of marketing and technology knowledge in your podcast feed, hit the subscribe button in your podcast app or follow us on YouTube. All right, that's it for today, but until next time, my advice is to just focus on keeping your customers happy.

[Benjamin Shapiro]

Thanks for listening to the Martech podcast and I hear everything. Production Looking to launch or scale a podcast like this one for your brand? Then visit iheareverything. Com.