For companies looking to reach a worldwide audience and extend their market share, knowing how to choose a strong global marketing strategy can be a crucially important and critically challenging endeavor. Whether through the perspective of an ambitious sole proprietor or throughout the brainstorming process of an executive committee, marketing can be a complex, confusing, and multi-faceted process rife with potential hurdles and unknown factors.
Ultimately, there are thousands upon thousands of available options that can work together to form an organization’s global marketing strategy. The innumerable nuances and potential combinations could be endlessly examined and debated, but by the time anyone arrived at a solid conclusion, both business and cultural trends would already have shifted significantly enough to alter such potential viability.
The most successful corporations succeed for many reasons, but one of the most notable is their branding, the basic idea being that they have established a distinctive identity that is not only recognizable to consumers, but associated with a positive trait, such as high quality or long-term reliability. This is formed through the combination of a provocative logo, slogan, and general image attributes, like themed colors and even particular fonts used in official communications. From the website to the storefront, the branding is consistent in all locations and experiences, thus providing customers with familiarity and a desire to, hopefully, return for another positive experience. If your branding lacks clarity, impact, or ease of memorable retention, you may need to tweak your identity or start from the drawing board altogether and seek to convey your core values more effectively.
In navigating how to choose a strong global marketing strategy, the concept of promotion must be considered; that is, if you believe in your company, your products, your services, your message, or whatever else, what are you doing to promote those facets to the population? Even though some cutting-edge campaigns like viral videos may seem out of reach for many humble enterprises, you may be surprised to find out how many people you truly can reach when you adopt a global paradigm. Attend conventions, host a booth at local events, be a presence in your communities, create visibility throughout all your available avenues. Despite crafty marketing professionals spewing forth such buzzwords as “social media,” “create a conversation,” “search engine optimization,” and other potentially obfuscating terms, the essential component is clear: Maintain every means to make your message heard by more people by your own behaviors.
The simplest way to explain the difference between promoting and advertising is to consider promotion as primarily an internally constructed idea to enhance exposure, whereas advertising is generally a paid service to put a message into an additional medium. Nowadays, there are countless advertising tactics out there, and you cannot expect the same results from your choice of ads that you could have using the same ideas even two or three years ago. For example, television advertising has seen a drastic shift in consciousness as businesses realize that many viewers now have the capacity to skip the commercials from recorded shows, thus rendering them useless. Alternately, even if they do watch the commercials, time-sensitive ads can be rendered useless if the program was recorded for later viewing. For reasons like this, it is of paramount importance to do the proper research in order to make great decisions. As with the other elements of a global marketing strategy, the ideal is likely a hybrid of old and new techniques. One example of modern-day advertising that shows promise is the ability of Google and Facebook ads to very specifically target an audience with an inherent interest in what you can provide them.
Corporations with a sizable budget may consider seeking the assistance of a premium consultant from an esteemed firm in figuring out how to choose a strong global marketing strategy, while smaller businesses may actually have the flexibility to try different approaches and discover what works. In either case, the usual business acumen and common-sense wisdom should reign supreme in the decision-making.