Global marketing is more than just swapping out photos and translating text. While developing a localized Web design is costlier than creating a global template, the payoff in terms of customer engagement and conversion can far outweigh the challenges.

Committing actions on a site but not converting--such as when a user places an item in a shopping cart prior to purchasing it--is the foundation for remarketing, so why don’t other channels with more precise bid management capabilities leverage the same upper-funnel qualification to assume potential value?

Social media campaigns and demand generation usually do not go hand in hand. Perhaps that's due to a disconnect between the corporate communications department, which owns social media, and marketing, which owns demand generation. Yet as the following slides demonstrate, the two can benefit from each other in a number of ways.

You may have an expanding program membership list, but are members so engaged that they will stick with your brand for better or worse? For companies to win this battle for consumer hearts and minds, there are three tactical initiatives to deploy.