Marketing efforts can take on a variety of different forms, but many companies aim to reach the largest possible number of people. As such, they assume that they should cast the widest possible net. This isn’t always the best strategy.

Surely, a global campaign can be quite useful in increasing overall brand presence and awareness. However, it is also worthwhile to consider a series of smaller, localized campaigns as well. People make a stronger connection with companies that have a stronger local presence.

It depends on how “hyper local” you want to be, but even having separate Twitter accounts for different countries can make a world (no pun intended) of difference for larger organizations. After all, the product offerings in Germany may not be exactly the same as the ones sold in the United States. From pricing to release dates to the products themselves, these details can vary.

This “hyper local” approach really is the source of Groupon’s success. Each city has its own Groupon sub-portal. The trade-off is that the company can appear segmented and scattered, so you’ll need to weigh the different options carefully.