International Marketing Practices

Websites It is very unusual today to find a company that does not have some online presence. The purpose of building a website can range from promoting the company’s brand, getting customer feedback, and providing product information, to using it as another (or the only) channel of distribution through online sales. However, while creating a website is relatively easy, maintaining and growing traffic to it is more challenging. A website must provide value to customers in the form of detailed product information, links to other resources, feedback mechanisms, and more. Some kitchen cabinet companies, for example, provide visitors with online tools that allow them to “design” their kitchen, with great visualization tools. Email Marketing Email is a growing marketing tool that allows companies to send personalized messages to potential and current customers. The most effective way to reach customers using email is by allowing them to opt-in to periodic messages with promotions, coupons, or, simply, useful information. Potential customers fill out a form to provide consent and other useful information that facilitates the company to better tailor its email marketing efforts. Online Promotions and Ads As more people use the internet, companies are spending more on online advertising. For example, spending in the U.S. was projected to reach $37.6 billion in 2019, almost double its level in 2014 [142]. Online advertisements can consist of (1) search ads, which appear when someone makes a query using a search engine (e.g., Google), (2) sponsorships, where companies sponsor content in specific websites, and (3) mobile marketing, which includes messages and promotions delivered to customer cellphones, often using apps. According to eMarketer, mobile advertising was expected to reach 10% of all spending in media advertising [143]. A kitchen cabinet manufacturer, for example, provides a free smartphone application through its website for users to find recipe ingredient substitutes (e.g., substitute plain yogurt for buttermilk). The app’s appearance reflects the company’s brand and contains links to the company website. Social Media An increasing number of companies are harnessing the power of social media networks to generate word of mouth and increase brand awareness (see box below). Companies interested in leveraging social media marketing can join an existing online community or create their own. Participating in existing communities has its challenges, like the inability to control the environment or the need to earn your presence by providing some value to the audience.

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