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July 22 | Issue #8 | View online
Newsletter #8
in which we explore where webinars and online video courses might not be such a good idea.
The Internet is truly different everywhere.

2020 has already proved that the seemingly deep globalization is not that real. Yes, we might have a McDonald's on every corner of the world, but as we all know, accessibility to the fast-food chain differs in Norway and Colombia.

While my team and I were working on a B2B lead management project this week, we needed to use video conferences to show the product to agents in Ghana, Nigeria, UAE, India, New Zealand, Colombia and other locations. And we encountered a tremendous effect of the Internet connection on the results of our work.

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Whilst in India, Ukraine, Kazakhstan, Russia, Romania and Vietnam monthly access to the Internet doesn't cost more than 12 USD, and it's highly accessible from all around the countries, you can easily do as many digital marketing activities there, as you want, including webinars, online courses, etc.

However, if you look at Africa and even some countries in Latin America, things get more complicated. During this week's zoom calls we often heard:

"I am sorry, my plan is about to finish, I need to recharge, and then I will come back to you."

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I honestly felt guilty for making someone pay extra just to talk to me, it felt really unfair, but what can I do? Only change the way I approach lead management in those locations.


Internet regional unfairness is one more reason why international digital marketing strategies can't be unified and, just like McDonald's, we have to start adding mushrooms to our digital burgers in some locations and stick to chicken in others.