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 […]
Author: Arianna and Virginia
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 […]
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 […]
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 […]
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 […]
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 […]
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 […]
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 […]