IJSSER

Title: LOCALIZING THE GLOBAL VILLAGE: INCORPORATING HYPERLOCAL SOUTH ASIAN INSIGHTS INTO GLOBAL DIGITAL MARKETING PRACTICES
Authors: Aradhya Munjal
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Aradhya Munjal modern school barakhamba road, New Delhi
MLA 8 Munjal, Aradhya. "LOCALIZING THE GLOBAL VILLAGE: INCORPORATING HYPERLOCAL SOUTH ASIAN INSIGHTS INTO GLOBAL DIGITAL MARKETING PRACTICES." Int. j. of Social Science and Economic Research, vol. 5, no. 12, Dec. 2020, pp. 3952-3958, doi:10.46609/IJSSER.2020.v05i12.016. Accessed Dec. 2020. APA 6 Munjal, A. (2020, December). LOCALIZING THE GLOBAL VILLAGE: INCORPORATING HYPERLOCAL SOUTH ASIAN INSIGHTS INTO GLOBAL DIGITAL MARKETING PRACTICES. Int. j. of Social Science and Economic Research, 5(12), 3952-3958. doi:10.46609/IJSSER.2020.v05i12.016 Chicago Munjal, Aradhya. "LOCALIZING THE GLOBAL VILLAGE: INCORPORATING HYPERLOCAL SOUTH ASIAN INSIGHTS INTO GLOBAL DIGITAL MARKETING PRACTICES." Int. j. of Social Science and Economic Research 5, no. 12 (December 2020), 3952-3958. Accessed December, 2020. doi:10.46609/IJSSER.2020.v05i12.016.
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Abstract: With the increased connectivity and internet usage in South Asia, countries in the region are becoming more attune to their needs as consumers. The digital marketing industry must become aware that South Asian consumers expect engagement to their particular cultures, and messages that resonate with their communities. However, the existing digital marketing standards are based on ideas of Eurocentrism and Western universality, with only a minimal element of tailoring content to local cultures. While tailoring content is important, structural changes in the industry and digital marketing standard operating procedures are required to incorporate South Asian perspectives and adopt a more inclusive approach to marketing as a whole. This paper will critique the existing scenario in the digital marketing industry, and propose measures that could be adopted to implement a more inclusive framework that also produces goodwill and better reputations for businesses adopting such marketing strategies. This paper will further emphasize the need for structural changes within the industry and what Western marketers must be aware of with respect to the South Asian economy and demographic.

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