Unit 5: Trends in International Marketing
The marketing function is constantly in a state of flux. New techologies impact the ways in which we connect with the public. Cultural and societal movements evolve. Political and environmental factors influence our priorities. As a result, marketing strategies need to advance and change to meet these dynamics in a meaningful and effective way. In this unit, we will explore the role of traditional marketing activities, the increased use of digital platforms, and how to determine which methods are most effective in international markets. As you explore the articles and videos in this unit, consider your view of effective marketing strategies and how that might change as you consider the variations among global markets.
Completing this unit should take you approximately 5 hours.
Upon successful completion of this unit, you will be able to:
- explain how the role of traditional marketing is changing as companies adopt digital marketing practices;
- evaluate the benefits and drawbacks of digital marketing; and
- determine which traditional or digital marketing methods are appropriate for a given market by evaluating availability, cost, and coverage.
5.1: Traditional Marketing Methods
This video gives a brief overview of traditional marketing outlets and some of the newer ways marketers have embraced technology in their promotional efforts. Think about the marketing methods you notice. Are your demographics being properly targeted? Could there be other ways to better connect with you?
Traditional media has a long history, from the early days of print to radio, television, and the internet. Digital media outlets have changed the face of media and how we get our news and information. In addition to promoting goods and services, new media also promotes political candidates. This was first evident in Barack Obama's presidential campaign, which embraced social media to connect with voters. Today this might seem common, but at the time it was a new and innovative approach. This section gives a brief history of traditional media, how the public learns about various products and events, and how digital media's growth has affected traditional media outlets.
5.2: The Internet Changes Everything
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.
5.3: The Strengths and Weaknesses of Traditional and Digital Marketing
Today, companies need to have an online presence. What online strategies are most effective? That depends on the kind of business, but even more importantly, the content itself. If a company can put the time into keeping their websites and social media platforms up-to-date, they can enjoy a competitive advantage. Watch this video for a look at the benefits of having an online strategy.
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.
5.4: Choosing the Right Marketing Method
As we have seen, marketing on a global scale has numerous constraints, including differences in culture, language, and values. When it comes to specific marketing activities, geography and time can also have a significant effect. Using digital platforms for global marketing activities eliminates these limitations and enables marketers to reach wider audiences more easily. In addition to ease of access, many online tools can help companies identify their international audiences' demographics in a way that makes it easier to target specific campaigns and marketing messages. This section discusses the benefits of digital marketing on the international level.
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.
Unit 5 Assessment
- Receive a grade
Take this assessment to see how well you understood this unit.
- This assessment does not count towards your grade. It is just for practice!
- You will see the correct answers when you submit your answers. Use this to help you study for the final exam!
- You can take this assessment as many times as you want, whenever you want.