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globalEDGE Blog: gE Blog Series: Global Marketing Part 2 - Marketing in the Digital Age

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In a blog post for Cisco, EMEA & Russia marketing director Dr. Christine Bailey explained the omnipresence of digital marketing in the current business landscape: "we’re no longer doing ‘Digital’ Marketing, we’re simply marketing in a digital world." In other words, the appellation 'digital marketing' has become unnecessary; the world is so thoroughly digitized that all corporate marketing actions must align with digital spaces, not just run parallel to them. To be a successful global business in the 21st century, competent utilization of digital platforms is essential. This means not only a complete understanding of analysis and content strategy principles, but awareness of these concepts as they pertain to countries the world over.

 

There are certain terms that pop out of the blue when discussing digital marketing: real-time, data, and localization. In the digital age, attention spans are short, options are limitless, and a widespread reach is easier to obtain. Thus, global customers feel the need for immediate gratification more than ever. Digital marketing provides the necessary means for this. Online communications allow corporate representatives to respond to consumer requests and complaints within minutes, increasing their satisfaction and the likelihood of their continued business. Consumer data, mined from social networks and other channels, allows companies to target users based on their interests. Ads for products a particular customer may like can be directed to any of their interfaces. Both of these measures also ensure a solidified relationship between the business and the consumer.

 

Localization is a multi-layered process, but it is essential for any company who wishes to hold a firm global reach. The large majority of global consumers prefer using websites in their own language, especially for purchasing purposes. Just as with any other aspect of international business, several factors have to be kept in mind when marketing to foreign countries: audience demand, cultural norms, and competent outreach practices. To manage these effectively, corporations must build teams of people who are skilled both with digital platforms and global relations. These teams can manage jobs such as language translation, market research, content management, distribution, and analysis. Websites and online marketplaces should be made as adaptable as possible for global consumption. The same case goes for the marketing needed to reach various international outlets.

Digital marketing is an imperative force in today's global marketplace. As the virtual world becomes ever more ubiquitous, global marketing must adapt not only to the technology, but also the increasing demands of the world.

 

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