THE FUTURE OF

INTERNATIONAL
MARKETING
Presented by:
Geraldine R. Maquinay, MBA

May 24, 2019

GLOBAL MARKETING IN THE 21ST
CENTURY

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 GLOBAL MARKETING

 Global marketing is defined as the process of

adjusting the marketing strategies of your
company to adapt to the conditions of other
countries.
 It is the full process of planning, creating,
positioning, and promoting your products in a
global market.
 Big businesses usually have offices abroad for
countries they market to.
 Currently, with the proliferation of the internet,
even small businesses can reach consumers
anywhere in the world. If a business chooses not
to extend internationally, it can face domestic
competition from international companies that
are extending their international presence.

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 BENEFITS OF
GLOBAL MARKETING
 It can improve the effectiveness of your product or
service. This is because the more you grow, the more
you learn, and the faster you learn, you become more
effective at producing new product or service offerings.
 You are able to have a strong competitive advantage.
It is easy enough for companies to be competing in the
local market. But there are very few companies who can
do so on the worldwide arena. Hence, if you can
compete in the worldwide market and your competitors
cannot, you have become a strong force in your
industry!
 You increase consumer awareness of your
brand and product or service. Through the internet,
consumers can keep track of your progress in the world.
 It can reduce your costs and increase your savings.
In focusing on other markets, you can attain economies
of scale and range by standardizing your processes –
not to mention the savings that you get when you
leverage the internet!

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GLOBAL MARKETING TRENDS
Source: https://www.youtube.com/watch?v=1rRcj0ysMLQ

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GLOBAL PROMOTIONAL STRATEGIES

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 FOUR MAIN PROMOTIONAL
ACTIVITIES

Multinational companies use promotional

activities to inform, remind, and persuade
potential customers.

 ADVERTISING – any form of paid,

nonpersonal sales communication. Millions of
people may see a television commercial, or
thousands may see an advertisement in a
magazine or web site.
 PERSONAL SELLING – direct communication
between sellers and potential customers. This
may happen in a face-to-face setting, over the
telephone, or with personalized e-mail
messages.
 PUBLICITY – is any form of unpaid promotion,
such as newspaper articles or television news
coverage.
 SALES PROMOTION – includes coupons, free 7
samples, and in-store displays.
 PLANNING GLOBAL
ADVERTISING
ADVERTISING PLANNING
PROCESS
 ANALYZE TARGET MARKET – target market
should be defined in terms of geographic area,
demographic characteristics, customer needs,
buying habits, and media usage.
 CREATE ADVERTISING MESSAGE – this could
attract the customers and eventually catch their
desires.
 SELECT MEDIA – the marketers must decide what
media to use to deliver the advertising message.
(newspaper, television, radio, magazine, direct mail,
outdoor, and internet.
 EXECUTE AND EVALUATE – must be done after
planning the mode of advertisement of a certain
entity.

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 INTERNATIONAL DRIVERS: A
MARKETER’S EXTERNAL ENVIRONMENT

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 International marketing environment consists of
global forces, such as economic, social,
cultural, legal, and geographical and ecological
forces, that affect international marketing
decisions.
Broader picture of global phenomenon affects
every decisions of international marketing.

 Customer-related factors
 Political and legal factors
 Social factors
 Cultural factors
 Competition
 Global relations among nations and degree of the
worldwide peace.
 Geographic/ecological/climate-related factors
 Functioning of international organizations like UNO,
World Bank, WTO, etc.
 Availability of marketing facilities and functioning of
international agencies, etc.

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INTERNATIONAL
MARKETING
ENVIRONMENT
DIAGRAM

Uncontrollable
indicates external
forces, while
controllable means
internal forces.

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THE DIGITAL MARKETING

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DEFINITION
 Digital Marketing can be understood as
a well-targeted, conversion-oriented,
quantifiable, and interactive
marketing of products or services by
utilizing digital innovation to achieve the
customers, and transform them into
clients in a sustainable fashion.
 The whole concept and functionalities of
Digital Marketing are more competent,
effective, result-oriented and
measurable.

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COMPARISON
DIGITAL MARKETING
 Communication is bidirectional in Digital Marketing
as businesses can communicate with customers
and customers can ask queries or make
suggestions to businesses as well.
 Medium of communication is more powerful and
involves social media websites, chats, apps and
Email.
 Digital marketing campaigns can be developed
quite rapidly and with digital tools, channelizing
Digital Marketing campaigns is easier.
 It is very effective for reaching global audiences.
 Digital Marketing lets you measure the
effectiveness of a digital marketing campaign
through analytics.
TRADITIONAL MARKETING
 Communication is unidirectional in traditional
marketing, which means, an organization
communicates about its services with its
audiences.
 Medium of communication in traditional marketing
is generally phone calls, emails, and letters.
 Campaign in Traditional marketing takes more time
as designing, preparing, and launching are
involved.
 It is best for reaching local audience.
 It is almost impossible to measure the
effectiveness of a traditional marketing campaign.
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ONLINE MARKETING VS. TRADITIONAL
MARKETING
Source: https://www.youtube.com/watch?v=oocJdzFojew

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THE MARKETER OF THE FUTURE

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THE MARKETER OF THE FUTURE
Source: https://www.youtube.com/watch?v=xfie5SZF7To

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 CHANGE IN THE ROLE
OF THE MARKETER

 The job scope of the marketer has changed

from one very much focused on brand
awareness and creativity to one that is more
focused on outcomes and attached to the
return on investments for every marketing
campaign or strategy.
 The role of the marketer has been uplifted to
one where he/she is part of the everyday
conversation and aligned to driving business
outcomes.
 Marketers are being held accountable for
revenue targets as their top priority.

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 IMPORTANCE OF
TECHNOLOGY TO THE
EVOLUTION OF MARKETERS
 The primary drivers of the evolution of marketers
and the business challenges that they have been
tasked to solve are driven by technology trends. This
are among other attributes, including skyrocketing
customer expectations, changing customer and
employee demographics and behaviors.
 Marketers want solutions that can support the
proliferation of existing and new engagement
channels, for example, chat, video chat, co-
browsing, messaging (for example, SMS, Facebook
Messenger or WeChat).
 This means allowing the brand to support a
customer’s journey across different channels, route
them to the right agent or determine which channels
are most effective – all in real time.

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REFERENCES
• http://college.cengage.com/school/ebooks/053849106X/chapter19.pdf?fbclid=IwAR2f
T9B1oHMDMuVs74RZ_fsqAKEkRUlHjtOHhNql16hd1Mj6j8_sojBbpiI
• http://www.yourarticlelibrary.com/marketing/international-marketing-environment-
with-
diagram/48738?fbclid=IwAR18BxyfTBktVRTZA0WlHK_MXG2m_WY3clKk7MPC8SF
0NNC5GXYeiB1wsgs
• https://www.digitalvidya.com/blog/introduction-to-digital-
marketing/?fbclid=IwAR2EcZi0cb9abzhVcfZCbyJD-S6fmI-
xsuog6Xl7f2vJQDEUdi8SCyQ10CU
• https://www.marketing-interactive.com/features/the-marketer-of-the-future-how-
marketings-role-is-evolving/?fbclid=IwAR1O3QphZF-L6Y_0Ld9WjUxUz-
qc663M6wDjG6CrpDdmNurV4b492lDSDyY
• https://www.cleverism.com/global-marketing-strategies/
 “MARKETING IS
TELLING THE WORLD
YOU’RE A ROCK STAR.”
– Robert Rose

Geraldine R.
Maquinay, MBA