A New Era in Global Marketing Communication
Writer: Shantel F. Mbulo
A question regarding globalization, which we an answer to is. How will the global market look in 10 years? Well that is a question I can answer in a heartbeat. With the growing demands and emerging economies such as Brazil, Russia, India and last but not least China, call for new marketing strategies. A marketing strategy that works in Denmark might not work in Zambia, caused by language barriers and cultural differences. In order for a Danish company to successfully penetrate the Zambian market, the company must seek above gaining economic surplus. The company might even need to adjust their product to the country in interest.
Communication Is Key Another important factor to be aware of, is the manner in which you communicate. Before penetrating a market, research is the core of succeeding. Behavioral patterns vary, consumers therefor demand to know why a company belongs in their country, and a company should be very keen on emphasizing this. Hence, hyper-transparency is king, if any failure on this field a company simply gets discredited and weakens its opportunity. As Eminem rapped it “You only got one shot do not miss the chance to blow”.
Digitalization of Globalization The past 5 years there has been huge growth in PR companies. This is caused by the growth in digital influencers such as bloggers, reviewers etc. This has called for more media awareness. The Internet never sleeps; you therefore need to be aware of the vast changing trends. However, not all get to be a part of the vast change. There are still 3rd world countries that are left out. Though they are following the smartphone trends, they still don’t have the network to use the internet as we do in the western world. Some third world countries still live by the pre-industrial model, it is therefore impossible to approach them as they were a third world country. So, what is the perfect recipe as to including these on the global scene? A lot of companies seem to fail on this task.
The Effect of outsourcing At times companies decide to outsource in order to gain higher economic surplus in their company. Unfortunately this is done without reviewing the country’s infrastructure. With this being said, outsourcing is not only negative, it is positive as it creates jobs for people who otherwise would have been unemployed. However, as mentioned previously. If the only goal is to gain economic surplus, it will be an unstable business, if the cultural communication is poor so will communication be in general. For a business to thrive better on foreign grounds you must make an effort to communicate, be transparent, an reliable to ensure a healthy relation within the company as well as having a good reputation amongst 3rd word countries.
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