Picture a teenager in Nairobi filming a dance challenge on a cheap phone. At the same time, a luxury brand in Paris sees the same video trend and uses it to inspire its next campaign. That’s global digital marketing today: connected, messy, and deeply human. Borders blur, but local flavours still matter hugely. This chapter looks at how social networks and digital tools flip the old marketing script, why a homemade video can outsell a polished ad, and what happens when you try to speak to everyone, everywhere, at once.