Wow! What an interesting two sections to read about. Everything from global mobile marketing initiatives, laws and regulations that companies must follow in order to maintain compliance, to learning about the main stakeholders. I truly wasn’t aware before of all of the main people/companies/agencies, etc. that are involved in the marketing aspects. Every audience has their own perspective of how they perceive the various marketing methods and how open they are to the idea of ads. I am currently trying to learn Urdu, so I downloaded a language app. If I want to reveal a new section of words, I must also then sit through advertisements before it will unlock. On my sidebar of a Google page, there is a yoga mat I was just looking at, but only now it is on sale! The television is always placing ads in front of our eyes, especially during the SuperBowl. All of these various advertisements cost money and at what price do the companies see ROI? How do they know which of these platforms speaks most to their customers? Let’s dive into some of the techniques they use and learn about how customers feel when seeing these advertisements placed in different areas on their screens from a global perspective.
It was really fascinating for me to learn about the global trends in Chapter 7, as I am primarily taking this class to learn about the international aspects of marketing. Things I began to think about was how for my role, I am marketing to people that may have learned British English instead of U.S. English. How would that change/alter their ability to comprehend what information is being shared their way? The other main takeaway was that in a previous chapter, it noted video was a top trending way to advertise at the moment…which I totally agree with! I am just now looking at it from an international lens in Chapter 7 which was discussing the concept of data and how videos use more of it.
From my experience living overseas, data isn’t always going to be bundled similarly as to how we bundle it in the U.S.. Which means the people are going to be paying for their data on it’s own. It can be very expensive to watch videos only using data and also the data gets used much faster as well when watching videos. This is something to keep in mind as I look forward to marketing in these new markets. Maybe in that case I need to make sure that my video not too long, but is still long enough to make it worthwhile. People may be hesitant to click on the video if there is another option to click on something that leads to a landing page with the exact same information. Having someone watch a video that won’t necessarily give them the information they are looking for can cause resentment of why they wasted their data on a video that wasn’t worthwhile.
The other thing I found super fascinating was the information regarding mobile phones in Kenya. As that is a market I am looking to pursue, that information was helpful to know. In the chapter it was talking about how Kenya has the fastest banking system of trading money by smartphones in the world. As each country and culture has their own needs/wants/expectations from their mobile phone experience, it can be difficult as a marketer to adapt/adjust to meet all of those needs.
The other thing that was really interesting was learning about how different countries have their privacy and protection of their information. The European Union has different rules than Canada, and Canada will have different rules than the U.K.. This means when marketing globally, it is strictly important to make sure marketing strategies are in compliance with the various laws that exist.
These links will help you to learn about branding internationally:
“Act local. Market Global.
These words by Norm are very true. Everyone you are marketing to globally should feel that the message is local. Local to them, their customs, their language, their culture, their beliefs, and them as people. It is a large project when markets are located all around the world. It is important to plan how time and resources can be made the most of, in order to achieve the goals and dreams of the team. It takes time to understand the markets in full, but then from there, to cater a message specifically for those target audiences. It can be anything from the words used to the photos being shown. Each little detail makes all of the difference. It can also be challenging when you have domestic branding to follow. As domestic and international populations have different needs, it is important to take a step back to look through the lens of those viewing the advertisements and marketing messages. How would they feel about it? What would they like and dislike? Would the message speak to them? It is all a learning process, sometimes a game of trial and error. But nothing is worse than not trying at all. Go for it and give the global citizens something local to think about.