Why Oban wrote Beyond Borders (and why you’ll want to read it)

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Oban has spent over two decades helping businesses succeed in global markets. Along the way, we’ve written about the practicalities of digital marketing, from SEO and paid media to strategies for localisation. Our first book, Going Global, was a hands-on guide packed with insights for digital marketers looking to expand internationally. It was all about the nuts and bolts of digital marketing – how to optimise your campaigns for new regions, how to use data, and how to understand local search engines.

But as the marketing landscape has shifted in recent years, we’ve seen that what worked in the past doesn’t always work today. Digital marketing has grown more complex, and there are new, larger themes shaping the industry. That’s why we decided to write a follow-up book – but this one takes a different direction.

Beyond Borders: The Power of Local Expertise in an Algorithmic World explores the bigger picture. It looks at the forces transforming marketing: the rise of artificial intelligence, shifting consumer behaviours, sustainability demands, the evolution of global media, and more. It goes beyond the mechanics of digital marketing and considers the wider trends that affect how businesses connect with their audiences today and in the future.

We wrote Beyond Borders because the rapidly evolving digital marketing landscape presents complex challenges. How do you integrate AI with human creativity to stay ahead? What’s the secret to creating marketing that feels authentic while genuinely connecting with local audiences? And how can you balance global relevance with a deep respect for local values, ensuring your campaigns succeed across diverse markets?

These are the questions our clients ask us, and they shape Beyond Borders. The book offers guidance on navigating today’s marketing landscape, including:

• AI and human expertise: How to make the most of AI without losing the authenticity that engages your audience.
• Sustainability: Why sustainability needs to be woven into your business – and crucially, how it differs across markets.
• Cultural diversity: How to avoid approaching diversity and inclusion through a solely Western lens.
• Shifting consumer behaviour: What we’ve learned since the pandemic and how consumer habits are evolving.
• Emerging markets: Why it’s essential to look beyond the obvious powerhouses like China and India, exploring the rising influence of other markets across Asia and beyond.

This book is about understanding how the world around us is changing, and how businesses can stay ahead by tapping into local knowledge. Oban has always believed that international marketing success is rooted in local insight. Our Local In-Market Experts (LIMEs), spread across 80+ countries, help our clients navigate these complexities, ensuring campaigns are relevant and authentic.

Beyond Borders brings together what we’ve learned over the years. For anyone looking to future-proof their marketing strategy in an increasingly algorithmic world, this book is for you. We’re excited to share it with you soon – stay tuned for further updates!