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Global Marketing

The Importance of Language in International Market Communication

In previous blog posts, we have alluded to the cruciality of considering other countries’ linguistic idiosyncrasies in developing any form of international market communication.  As Fatiha Guessabi writes, the “meanings of a particular language represent the culture of a particular social group.  To interact with a language means to do so with the culture, which […]

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Global Marketing

Netflix’s Global Expansion and International Market Communication

In recent times, the presence of Netflix has seemed ubiquitous.  Research from JustWatch demonstrates that, as of the last quarter of 2020, Netflix wielded a substantial 31 percent of market share of streaming platforms in the United States.  This exceeded the 2020 market share of Amazon Prime by nine percentage points, of Hulu by 17 […]

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Global Marketing

Mobilizing International Market Communications to Promote “Our Moment”

Digital marketing consultant Josian Phillips describes social media as “an easily accessible platform for brands to communicate with massive global audiences, without the need for spending on television advertisements or local press.”  Accordingly, social media has become the most prevalent channel for marketing communications in recent years.  Indeed, organizations and brands of all kinds utilize […]

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Global Marketing

International Market Communications Strategy

Developing an international market communications strategy requires great diligence to ensure the effectiveness of a campaign.  Considering the many cultural and social, economic, and legal differences among countries, it has become increasingly necessary for companies to dedicate much time and effort in planning the distribution and messaging of a marketing campaign.  By following a detailed […]

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Global Marketing

Challenges in International Market Communications

Due to the complexities of the global market, many challenges arise when implementing international market communication strategies. When crafting an international market communications strategy, companies must consider many factors that may affect their ability to efficiently and effectively communicate their intended message to audiences across the world. These factors include demographics, economics, culture, and advertising […]

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Global Marketing

How Starbucks Adapted its Market Communications in Paris

As we mentioned in our first blog post, international market communication extends beyond advertising; it also encompasses tactics like branding and packaging.  A company can bolster the effectiveness of these tactics by following a process that includes cultural research, perception assessment, and subsequent standardization or adaptation. Starbucks adopted this process in order to improve the […]

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Global Marketing

McDonald’s International Market Communications Strategy

Similar to many large businesses, McDonald’s uses an integrated international market communications approach to ensure the consistency of their brand and messages worldwide. They have developed a “think global, act local” strategy to help meet the cultural needs of each of their consumer segments.  This strategy allows them to leverage advantages of a combined globalization […]

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Global Marketing

Nike’s International Market Communications Strategy

Nike uses a strong promotional market communications mix to reach its target consumers in the global athletic apparel industry.  They leverage the 4 P’s (product, promotion, place, and price) to attract both existing and new customers. Similar to other large businesses, they use an integrated marketing approach to strengthen their brand image through the use […]