"Diesel, after so many years, was tired," sighed Renzo Rosso, the company's 59-year-old founder, sitting in his art-strewn office on the top floor of the company's modern, campus-like headquarters, set amidst the greenery of the Italian countryside about an hour outside of Venice. "We're a good company, but the brand had started to suffer," continued Rosso. For more than two decades, sales of Diesel — which Rosso founded in 1978 and grew from a denim specialist into a multibillion dollar lifestyle giant — enjoyed double-digit growth, driven largely by the success of its premium denim offering and irreverent, controversial marketing.
Local was already in play before the iPhone changed the online marketing game in 2007, but the mobile shift has raised business capabilities and, more importantly, visitor expectations. Some of the things you need to learn to cope will be brutal, especially if you have limited resources, but it's time to start allocating some of that budget to local optimization now.