David Roth's article published yesterday in the "Industrial Strength" column over at Search Engine Land:
Supporting A Global Brand Campaign With SEM.
One of my favorite lines: "Going global really means going local in a dozen (or more) different markets." If you've read some of my older posts, you might guess I like it so much because even though David (Director of Search Marketing at Yahoo! Inc.) is talking about a big huge campaign, he still echoes a bit of what I wrote in my March 9 post, "
Global Means Local to Somebody."
More important, I like his article because he's sharing his recent experiences and lessons learned from launching campaigns in three countries within eight days for Yahoo! - an enormous brand. To me, that's entertainment, hearing about big programs like that.