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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 costs. Each of these factors pose their own challenges when creating an international market communications plan.

First, economically, each country faces different levels of volatility that create challenges for international market communications. When the economic environment is weak, resulting in factors such as low income and high inflation, it affects consumer purchasing powerLack of infrastructure in areas like communication, transportation, production, and finances all contribute to the economic stability and strength of a country.  The more volatile an economic environment, the more difficult it is for a company to predict the channels available to communicate a message and opportunities in the market to launch a communication strategy.

Next, demographically, differences in consumer age, occupation, and education create international market communications challenges. These factors hinder a company’s ability to create a standardized campaign that may be more cost effective.  Demographic differences from country to country significantly impact the time and effort necessary to plan and implement an international market communications campaign.  The more significant the differences, the more difficult it becomes for a company to pinpoint a gap in each country’s market to advertise and communicate their campaign to.

Culturally, language plays the most significant role in a company’s ability to form an effective international market communications plan.  Differences in communication context lead to different interpretations of messages, increasing the importance for companies to carefully consider the wording of each of their advertisements. Cultural differences in lifestyle, beliefs, and morals all create barriers to international market communication as companies must account for these differences in creating a campaign that will actually communicate an intended message.

Many other factors contribute to the challenges faced when crafting an international market communications plan. Legally and politically, companies must consider censorship laws that may limit the reach of their advertisements and promotions.  Additionally, overall societal development may impact the cost and amount of opportunity to create an organized and successful communication strategy.  Overall, these challenges emphasize the importance of research in developing an international market communications strategy.  When companies invest the time and resources to identify each of these challenges in each country before launching a campaign, they increase the strategy’s potential for success.  By identifying these obstacles to effective communication, companies enhance their ability to simultaneously identify solutions to overcome these challenges, increasing the success of their international market communications strategy.

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