BUS615: International Marketing

Technology has significantly affected marketing strategies since the advent of printing in the 15th and 16th centuries and print ads from newspapers in 17th-century London. When we think about today's marketing environment, it is hard to imagine a world without digital platforms. The widespread use of the internet has made it possible for companies to reach people everywhere. This section explores the impact technology and the internet have had on marketing, from consumer interactions to customer relationship management, social media, and mobile marketing.

Digital marketing encompasses a wide range of outlets, including social media, websites, text messages, email, display ads, mobile ads, and more. These activities give marketers immediate access to customers and potential customers, but also have drawbacks. Privacy issues continue to be a concern, as does the intrusive nature of some strategies. This section explores how companies use social media marketing to target specific segments of the population, how customer engagement enhances a company's integrated communications strategy, and how to use push and pull strategies.

Should we use traditional marketing or digital marketing? This question is top-of-mind for all marketers. The decision to use one platform or outlet can mean the difference between success or failure. Evaluating each option is time-consuming but essential for forming a cohesive, meaningful marketing effort. This section looks at a variety of traditional media activities, including advertising, public relations, sales promotions, and direct marketing. It also explores digital marketing, including websites, interactive tools, content marketing, SEO (search engine optimization), and other strategies. As you read, consider the criteria you might need to use when determining which strategies are right for your organization and offerings.

As we continue to look at the various digital and traditional marketing channels that are available, this reading takes a closer look at how marketing strategies evolve into the selection of specific marketing activities. Feel free to read this entire chapter, placing particular attention on digital technology, the evolution of m-commerce, and what this evolution means to selecting appropriate marketing channels for effectively reaching consumers.

So far, we've looked at marketing strategies from the perspective of specific marketing activities across all industries and businesses. However, it can help to be more specific. Read this section on the global forest industry, which gives a much more detailed look at how the industry operates and formulates its marketing strategies. This section covers the forest industry in specific markets in Europe, including a case study of a sawmill that shifted its focus from one aspect of its business to another. This section gives an in-depth look at its strategic planning process and how that process led to choosing specific marketing efforts.