Introduction
“What is the added value of a local marketing approach in the face of globalization?”
Now, try answering that… in just three minutes!
Thank you, UMA Get Together, for this stimulating challenge. You now understand why I wanted to continue the reflection in this article and explore the topic in more depth, a topic that truly deserves it.
1. The strategic role of collaboration between global and local
Before answering the question, I believe we need to take a step back.
I am convinced that value is not created by opposing global and local but rather by encouraging their collaboration and mutual openness.
First, because in some ecosystems, we simply don’t have a choice. But it’s not black or white: we need to bring creativity into these dynamics. For example, in an ecosystem where execution is managed globally, we could integrate local consultation.
Belgium is a unique market, with its cultural, linguistic, and media richness (let’s call them that rather than “complexities”). Campaigns must reflect this reality to remain relevant.
Rejecting globalization makes little sense as it would mean excluding ourselves from strategic discussions. On the contrary, we must take part in global conversations and show the value that local relevance can bring.
And just because Belgium is a small country doesn’t mean we should play the victim. Let’s be honest: when it’s our turn to take the lead on a global approach, we are more than happy to do so, and in fact, we should do it more often. We need to believe more in Belgian talent and its ability to shine beyond our borders.
At Semetis, we already have numerous examples where we collaborate directly with HQ, leading and executing campaigns across several countries.
However, there’s an essential nuance: we recognize the need for local input, and we systematically integrate it into every ecosystem to ensure sustainability.
From a data perspective, I am pleased to see that the market shares this conviction. According to Trust Media, one-third of advertisers have faced performance issues when media decisions were made internationally without considering the Belgian context.
2. Belgium: a fundamentally different digital market
Let’s now turn to our beloved Belgium. The Belgian reality is unique, and 82% of advertisers confirm that our market operates differently, according to the Trust Media study.
It may seem obvious, but it’s worth restating a few key points. For example, Belgium is defined by multilingualism, regulatory complexity, cultural diversity, and very specific media consumption habits.
In this context, adopting a holistic approach is essential:
- Understand the advertiser’s positioning. This requires being in contact with the right people and having access to the right information, even within complex ecosystems.
- Identify objectives and challenges, which are sometimes different from those stated in the brief.
- Go beyond the numbers to truly put yourself in consumers’ shoes and better understand their behaviors.
Concretely, this can be achieved through several approaches and techniques (non-exhaustive list):
- Using first-party data to extract some insights.
- Understanding the importance of local media brands. For example, think of what brands like Het Laatste Nieuws, De Morgen, De Standaard, De Tijd, Le Soir, La Libre Belgique, and L’Écho represent for Belgians.
- Co-creating relevant digital strategies with Belgian media partners.
3. When local initiatives become drivers of value
By now, you’ve understood it: local initiatives are essential.
Investing in these initiatives strengthens innovation and performance. It’s in everyone’s interest when we work in this industry.
For example, at Semetis and Omnicom Media Group, we put a lot of effort into local certifications. One good example is DPG, where we were among the first to be certified.
This contributes to providing valuable feedback on these new options and, above all, helps foster the development of Belgian alternatives to compete with major international platforms (GAFAM).
Yes, this is the moment when GAFAM enters the picture… and I’m sure you’ve been thinking about them since we first mentioned globalization at the start.
This is a strategic challenge: to propose local alternatives offering high-quality content while ensuring greater buying convenience for agencies and advertisers.
When these initiatives are well executed, Belgium becomes an exceptional testing ground for Europe. Thanks to its rich ecosystem, Belgium addresses many of the challenges you might face on a larger scale.
We have several examples within the group where Belgian digital marketing practices have become a European benchmark and a catalyst for innovation.
In this context, Belgium positions itself as a laboratory of innovation and even becomes a source of inspiration for Europe.
4. Conclusion: local expertise, our true advantage
Let’s not be hypocritical: global platforms (GAFAM) cover the basics of a worldwide digital approach with impressions, reach, and large-scale optimization.
But when we want to go further and integrate local relevance by accounting for culture, consumer insights, and media specificities, things become much more complex.
And that’s precisely where our local digital expertise makes the difference:
- It improves relevance for consumers.
- It creates value for advertisers.
- It strengthens the Belgian market.
In short, local expertise is no longer just an asset, it’s a strategic lever to stand out in an environment dominated by global platforms.
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Margaux Marien
