Brands and manufacturers want to deliver new experiences to customers across multiple territories, using multiple touch-points, at a faster rate.
While digital channels allow marketers to reach consumers around the world, small mistakes can quickly become global news.
Warner Bros had to apologise recently after their US social media account tapped into the #Barbenheimer meme to promote the Barbie movie. This triggered a backlash in Japan as it combined images from the two films, which many of the Japanese public found offensive.