Going Global

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When Ogilvy Interactive set out to take IBM Corp.'s e-mail marketing strategy international, it knew it would need to make some adjustments to both messaging and design. It also would need to check in with local ISPs, which can impede delivery rates.

"Deliverability [as a concept] is fairly new to Europe and Asia-Pacific," said Eric Wheeler, CEO-North America of NEO@Ogilvy Interactive, the digital media unit of agency Ogilvy Interactive. "Marketers going into these places need to understand where they are, how to integrate into that region and what kind of technology they need."

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