Marketing Communication

Media




Final, Winyoo Weerananthawet, [email protected]
MKT 540 Marketing Communication Prof. Anthony Vercillo
August 28, 2012
What is meant by an Integrated Marketing Communications Strategy? Provide a minimum of 1 company example.
Integrated marketing communications (IMC) is to integrate all what customers can hear, see, and feel about a product. Integrated marketing communications is not only to make a good advertisement on TV or the internet, but also to communicate to customers with every input that customers can acquire about the product such as advertisement, public relation, sales promotion, employee, the internet, and so on. In addition, integrated marketing communications concentrates on 4Cs instead of 4Ps because during digital era, customers can access to all information via the internet. For instance, price is determined by the market instead of a producer because customers are able to search for cheaper products via the internet. This is the reason that IMC refuses the concept of 4Ps. Regarding to 4Cs, they are composed of a consumer which marketers have to satisfy instead of producing whatever marketers wants, cost which is cost of customers to get the product instead of cost of a producer, convenience which is the most convenient distribution channel for customers, and communication which makes a two-way communication resulting in word of mouth (Schultz, Tannenbaum, and Lauterborn, 1994).
As mentioned above, customers can acquire information from diverse approaches such as social media, the internet, friends, and family. After acquiring information, customers analyze all information and come up with the concept of attitude about a product. Such a concept may same or different from the messages that marketers attempt to tell, so integrated marketing communication is to control inputs that customers acquire about the product in order to maintain the same concept of the product in customers' mind. Such an input includes public relation, advertisement, logistics, promotion, and so on as mentioned above. IMC is different from traditional marketing communication in that the traditional communication is to design the package of product, price the product, and choose the distribution channel. Doing so is easy for other competitors to duplicate. However, to create sustainable advantage, IMC enables marketers to convince customers of their products which are what customers dream for.
For example, Rice Krispies Cereal of Kellogg is rice grains that are already cooked, dried, and toasted. As I search for the target of the product, 64% of target markets are females who are 25-44 years old. Moreover, 64% of target markets have kids about 64%. That is, females who have kids are buyers because they have power decision, but consumers of the products are their children.
Variables
Subcategories
Percentage
Gender
Male
36%

Female
64%
Age
<18
19%

18-24
15%

25-34
25%

35-44
20%

45-54
12%

55-64
6%

65+
2%
Children
No kids
36%

Has kids
64%
Source: http://www.quantcast.com/ricekrispies.com#!demo
Even though Kellogg has the highest market share which is 34%, the crucial competitor like General Mills has market share about 31% which is really close to that of Kellogg. Not only does Kellogg encounter intensive competition, but also Kellogg cannot appeal children. In addition, customers of Kellogg still do not understand how to cook the cereal. As a result, Kellogg applies IMC model in its marketing communication.
To illustrate, Kellogg integrates all media such as social media, online advertising, in-store advertising, and mobile communication in order to appeal children, present versatility of the product to customers, especially mother. Kellogg wants to present versatility of products, and to maintain the concept in customers' mind, Kellogg integrates all media to communicate the same concept. In case of Facebook, Kellogg chooses Facebook because it reaches females who are 25-54 years old as main target customers. Moreover, Facebook enables Kellogg to maintain consistency of promotion in other media. As a result, consumers can comment and share their interests to their friends, and web page of Kellogg becomes popular. Kellogg can effectively communicate the slogan to customers. Besides Facebook, Kellogg uses online advertising to present the same concept by launching advertisement on www.allrecipes.com , which has a number of viewers, so Kellogg can effectively communicate how to cook the product to customers (Kovacevic, 2012).
Furthermore, Kellogg uses diverse media to appeal kids by launching games for them. In short, Kellogg uses IMC by communicating with customers via several media, but it still presents the same concept. Finally, customers can recognize Kellogg as versatility for mothers and popularity for kids. Such attitude in customers' mind leads to sustainable competitiveness in the future.

Explain how a marketer can use social media to further exploit a Brand. You must provide examples.
Launching a brand, most marketers usually encounter a common problem that is reluctance of customers. According to Guy Kawasaki, he enumerates causes of reluctance which derive from inertia, fear of making a mistake, and so on. To illustrate, inertia is the most difficult work for marketers because although realizing a product is great, customers still reject to use the product. Moreover, the fact that customers refuse to buy the product originates from fear of making a mistake. Thus, marketers can resolve such reluctance by inspiring people to try their products, providing social proof, or allowing them to have participation. Social media is a great tool to engage people to the product, and social media is fast, cheap, and easy to apply (Kawasaki, 2011).
Currently, social media is influential for many people in terms of communication, and social media rapidly grows. According to the table 1 below, it shows growth rate of social media during 2008-2009, which identifies social media grow fast. Moreover, the table 2 shows how important social media is because it has market shares about 13% from all online communication.
Social media
2008
2009
Facebook
19.90%
58.60%
MySpace
66.8
30.3
Tagged
1.6
2.4
Twitter
0.2
1.8





Table 1 Source: Gale Directory Library
Types
Market shares
News Claimed
27%
Social networking
13.70%
Blogs
10.70%
Video streaming service
9.80%
Image Sharing
3%
Others
35.60%
Table 2 Source: Gale Directory Library
Guy Kawasaki suggests two techniques to use effectively social media, which are to use push technology and pull technology. Firstly, how to use push technology is to present or promote a product, and marketers can use Twitter to do so. For instance, Dell is a company that successes to use Twitter sell and support its products. Normally, Dell promotes discount to customers via Twitter, and Dell offers discounts to customers who follows its Twitter. Moreover, Dell also uses Twitter to build relationship and get real time feedback from customers. Currently, Dell has more than 15,000 followers in Twitter and increases its sales about 6.5 million dollars from using Twitter as well. On the other hand, Twitter has limits to type words, so marketers can use another technique to provide more details to tell stories to customers by using Facebook or YouTube. Such a social media enables marketers to reduce reluctance of customers, especially charity marketing (Kawasaki, 2011).
As for charity marketing, it divides customers into 4 groups which are rejecters, who do not take any action, ignorers, who are not interested in any advertisements, seekers, who are interested in advertisement of charitable foundation, and reactors, who take an action. However, of all people, 31% of them are rejecters because most people do not trust charitable foundation. As a result, traditional advertisement are not attractive or inspirational people to donate, so some charitable foundations use social media such as YouTube or Facebook to promote. For example, the MicroLoan Foundation is established to help women in sub-Saharan Africa. Its campaign is after people text the massage to donate to the foundation, the digital billboard that shows portray of a woman in Africa is gradually updated in accordance with amounts of money until it shows a completed picture. http://www.youtube.com/watch?v=QIBydQaW2S8 is the video of Microloan Foundation shown via YouTube.
Unfortunately, when I check the video, there are 461 people to watch such a video because the video is not inspirational (Marketing Week, 2012). According to Guy Kawasaki, YouTube is one of social media to allow users to share graphic picture, but users who effectively present video via YouTube have to provide inspiration of a product, entertainment or humor, enlightenment, and education. Such factors result in creating viral video which brings millions of people to watch the video. Nevertheless, the video of Micro foundation is to show how digital billboard works instead of showing how women in Africa encounter hardship in order to appeal people to donate. In my opinion, the video is not appealing me to donate because I do not understand what hardship women face in Africa and why I need to donate my money to help them. This is the reason that there are 461 people to watch the video (Kawasaki, 2011).
Likewise, http://www.youtube.com/watch?v=VzwhqWMP7Hk, which is the link of National Centre for Domestic Violence, shows possible accident in houses and kitchen, but the video is not successful as well. In my opinion, I do not know how serious the accident is and why I need to donate my money. On the other hand, St John Ambulance is successful to use social media, especially Facebook and YouTube. The table 3 shown below demonstrates how many people to engage with the foundations' social media, which indicate how St John Ambulance is successful.
Foundations
Facebook
YouTube
National Centre for Domestic Violence
10
1349
Microloan Foundation
1010
461
St John Ambulance
42410
232,617
Table 3 Source: www.facebook.com and www.youtube.com
As I check Facebook of St. John Ambulance, the foundation shows statistical data on its timeline to demonstrate 150,000 people should not have died if they got the first aid on time. The statement stimulates me to think about my life and family, and I am curious about whether my family is safe enough. That is, the statement on its timeline brings emotion of safety to my mind, and such emotion helps to reduce reluctance of customers. Moreover, its Facebook posts many stories such as advice for the heat wave and how I saved my dad's life. Not only does St John Ambulance educate people from telling such stories, but also the foundation stimulates people to care of their own lives and families. Stories enable people to have real emotion about their health. As a result, stories are appealing members to participate in its Facebook, which results in social proof for new visitors to follow the foundation because they comply with other people's comments. Doing so leads to reduce reluctance of new visitors.
Besides Facebook, St John Ambulance still uses YouTube to tell its stories as well. http://www.youtube.com/watch?v=YiJjkNN3z5M is its link that has more than 200,000 visitors. The story is that popcorn gets sticks in trachea of a girl while parents are too nervous to help her. Finally, there is a woman to help the girl by battering her back until the girl can breathe again. Such a situation can occur to anyone, anywhere, and anytime, and the first aid is easy for everyone. However, the problem is most people do not know the first aid, so this is the reason that many people should not have died if they got the first aid on time. Such a video visualizes me about the accident. Social media like YouTube enables the foundation to create images to people, and images are more powerful than traditional advertisements such as newspaper or poster. According to Guy Kawasaki, the video consists of inspiration that stimulates people to think of safety of their families, entertainment that provides a little bit humor on video, and education that teaches people how to help injurers.
In conclusion, social media helps companies to exploit their brand by reducing reluctance because social media can engage so many people at the same time, and it is fast and cheap. As a result of this, social media can provide social proof, images, and examples to convince people. For Microloan, although it uses social media, the story is not attractive and clear enough, so its video is not successful. On the other hand, St John Ambulance can convince people of its story by using social media.
Review and Critique 3 TV Commercials, and describe:
3.1 a. The Image the company is attempting to portray.
The first commercial that I get is Old spice. I retrieve from http://www.youtube.com/watch?v=owGykVbfgUE . Old spice is body wash. The commercial build the image of the product through a sexy black man with big muscle. Certainly, the users are male, but the buyers are female because the presenter does not talk to a man. The presenter talks to female audiences who want to change the normal husbands to the sexy men. Furthermore, the commercial is presented with humor, so customers easily remember. This is the reason that the TV commercial on YouTube has more than 40 million viewers.
b. The main message.
The main message is Old Spice can change a man to be more charming, sexy, and attractive. Besides that, Old Spice enables men to get better and more fascinating smell.
c. The target market they are attempting to sell.
Initially, I think the target market is African-American people because the main presenter is African-American man, but after I watch the commercial twice, I observe that the main presenter said "look at your man, and look back to me". The audiences whom the presenter talks to are wives instead of husbands. That is, the target market is female African-American instead of males. In addition, the age of the presenter is around 35 years old, so target customers are segments who are 30-40 years old. According to Christie D'Zurilla, the commercial is launched on Sunday during Super Bowl, so I search for demographics of the game watcher to prove my assumption. From the picture below, 63% of all watchers are female, and 79% of African-Americans are the game watcher. Such a proportion is considerable. Therefore, I summarize that target customers are female African-Americans (D' Zurilla, 2010).

Source: http://www.mediabuyerplanner.com/entry/79710/super-bowl-2011-game-watcher-demographics
However, I also search for http://www.quantcast.com/oldspice.com#!demo. The fact that I get conflicts with my assumption because the main target market are Caucasian around 77% while the proportion of African American are 9%. Besides that, the age of customers is around 25-34 years old, and the percentage of such a segment is the highest about 26%. Therefore, in my opinion, old spice's advertisement contradicts with the actual buyers. Nevertheless, Old Spice advertises at the right time in that Old Spice advertises during Super Bowl time that has high proportion of Caucasian game watchers.
Variables
Subcategories
Percentage
Gender
Male
51%

Female
49%
Age
<18
15%

18-24
9%

25-34
26%

35-44
19%

45-54
15%

55-64
10%

65+
6%
Ethnicity
Caucasian
77%

African American
9%

Asian
2%

Hispanic
10%

d. How would you improve the ad?
In my view, although the commercial are popular because the commercial is humorous, there are 2 drawbacks, which are the image of product and the size of the product. First of all, the main target customers are Caucasian, so Old Spice should choose Caucasian to be the presenter. Moreover, the presenter should be younger than 35 years old because the highest proportion of customers is 25-34 years old. Secondly, I do not see the product clearly because the size of product is too small for me to see. On the other hand, the body and muscle of the presenter are obvious. In fact, the image of product is to change from a normal man to a sexy, charming man like the presenter, so the commercial also emphasizes on that part. However, Old Spice should show the large picture of the product at the end of commercial so that audience will remember what the product is and see the product clearly. Initially, I think the product is perfume instead of body wash because I cannot see the product clearly.
3.2 a. The Image the company is attempting to portray.
The second commercial is a watch of Omega, and I retrieve the advertisement from http://www.youtube.com/watch?v=QSRXCVfJAOE. The product is made of silver, so I can infer that the users males who are 40-60 years old. The commercial shows athletes in Olympic Games. For athletes, every second is valuable, so they need a watch that is accurate, precise, and trustworthy. This is the reason that Omega becomes a sponsor of Olympic in order to promote the image.
b. The main message.
Although the commercial does not directly present, the main message of the watch may be an accurate, precise, and reliable watch. Besides that, the watch is made of silver, which indicates the premium price and luxury.
c. The target market they are attempting to sell.
As I search for target market of Omega, the target market is 35-54-year old man. The product is quite luxurious, so the price is expensive. That is, customers' income is high as well. From http://www.quantcast.com/omega.com#!demo, I acquire demography of target market below. Most customers are males who have income more than $100K per year. Such a range of income is quite high. Such a commercial is launched during Olympics games. 73% of all watchers are 18- 49 years old, who are similar to target market.

Variables
Subcategories
Percentage
Gender
Male
63%

Female
37%
Age
<18
7%

18-24
12%

25-34
14%

35-44
24%

45-54
23%

55-64
14%

65+
6%
Ethnicity
Caucasian
77%

African American
6%

Asian
8%

Hispanic
8%
Income
$0-50K
16%

$50-100K
23%

$100-150K
34%

$150K+
27%
d. How would you improve the ad?
As I watch the commercial, I do not completely understand the relationship between the watch and athletes until I read explanation from Omega website. If I watched only commercial, I would not understand the main message of Omega that communicates precise, reliable, and luxurious watch. In my opinion, the commercial should less focus on athletes' activities, but focus more on how time is important and why I need the watch. Besides that, young adults tend to spend time for smartphone, YouTube to watch Olympics Games, so Omega should launch the commercial on other media besides TV. Fortunately, Omega can catch up the trend by launching the commercial on YouTube.
3.3 a. The image the company is attempting to portray.
The third commercial is concerned with shampoo of Pantene, and I retrieve the commercial from http://www.youtube.com/watch?v=HMibV2cu6pY. The commercial is Thai advertisement with English subtitle. I choose the commercial because I want to know how Thai customers' behaviors are different from American customers' behavior. The video depicts that in spite of a deaf girl, she can play a violin, which is a classical music instrument. The advertiser chooses a violin or classical music to create the image of the product as the premium or high-class product. Besides that, the story of the commercial is inspirational. According to Guy Kawasaki, inspiration is one of the factors that create viral video to lead to word of mouth and attract a number of customers (Kawasaki, 2011). The picture mentioned below indicates the positioning of Pantene in Thailand, and Pantene is classified as the premium brand like Dove.

Source: http://www.pandadata.com/example4.html
b. The main message.
72% of Thai women have unhealthy hair. Thai women usually go to salons, which are the main cause to damage to their hair, and Thai women take care of their hair very well as one of their personalities and fashion. Thus, they want to shampoo that heal their hair. As a result, at the end of Pantene video, it shows sleek and silky hair of the presenter. In my opinion, the main message of Pantene is to make women's hair beautiful.
c. The target market they are attempting to sell.
As far as the U.S market is concerned, I search for http://www.quantcast.com/pantene.com#!demo to find demographic of American customers of Pantene to compare with Thai customers. According to the table below, most customers of Pantene are females who are 25- 54 years old. Regarding to Thai market, customers of Pantene are females like the U.S., but Pantene in Thailand wants to focus every segments of female customers. Therefore, when Pantene wants to concentrate on every segment, Pantene makes an advertisement that is able to communicate with everyone. As a result, the theme of advertisement is inspirational in order to result in word of mouth.
Variables
Subcategories
Percentage
Gender
Male
30%

Female
70%
Age
<18
11%

18-24
13%

25-34
21%

35-44
22%

45-54
20%

55-64
9%

65+
4%
In addition, such a commercial is launched on TV commercial, and 91% of Thai people have television. Television is second popular media in Thailand. In order to attract every segment of customers, Pantene chooses to launch advertisement on TV and create inspirational advertisement.
Media
Percentage
Household with television
91.93
Television
21.85
Mobile phones
26.04
Newspaper
16.91
Radio
20.08
Source: http://www.nationmaster.com/country/th-thailand/med-media
d. How would you improve the ad?
In my opinion, the video takes 4 minutes. It is too long for customers to completely watch the advertisement. In particular, the commercial is launched on TV, so during the commercial show, it is highly possible for prospective customers to get away from TV and come back again when the program starts. According to Guy Kawasaki, the popular video should not be over 1 minute because whether customers continue or stop watching the advertisement or not depends on how it is attractive in the first ten seconds. 19.4% of customers abandon the advertisement within the first ten seconds, and 44% of customers stop watching the advertisement by 60 seconds. Guy Kawasaki suggests marketers should start the main point fast and should not slowly build emotional momentum and get interesting after 1 minute. From my perspective, the story of advertisement is dramatically awesome, but it takes too long time to finish. Thus, the marketers of Pantene should divide the long commercial into 4 parts and gradually launch on TV. Firstly, short video minimizes ignorance, and doing so builds curiosity of customers. They tend to follow the next part of the advertisement (Kawasaki, 2011).


Why is defining the market in great detail so crucial to overall marketing communications? Provide examples.
Win-win situation for marketers is to make profit from their products and make customers satisfied of the products. However, in order to satisfy customers, marketers have to know what customers want. After that, they persuade customers to buy their products through marketing communications. Every marketer does not waste of their money to invest in communication. Thus, they want to identify exactly who customers are in order to build a relationship. It is worth communicating with customers who have potential to buy products. On the other hand, customers want to better service or customization, so marketers have to understand customers very well. That is, marketers should understand the relationship between products and customers. Consequentially, marketers not only make profits, but also avoid frustrating customers (Hofmeyr, and Rice, 2000).
In addition to investment in marketing communication, the fact that marketers understand customers' behaviors is essential because often, customers do not know what they want. If marketers cannot satisfy or customize customers, they may lose their customers to competitors who can better satisfy customers. For example, Nissan Ireland find out that competitors in the motor car market have lack of commitment. They rarely contract to customers after purchase. On the contrary Nissan maintains the commitment to customers after purchase. As a result, Nissan knows details of customer behavior better than others, so Nissan is able to provide better service for customers. Thus, customers are happy for Nissan's service, and they are not frustrated to reveal their personal information to Nissan because they realize Nissan can utilize their information to customize them in the future. Thus, defining details of customers is important for marketers in terms of cost of communication and improvement of their service (Hofmeyr, and Rice, 2000).
Competitors
Nissan
36% of customers were not contracted after their purchase
A welcome pack one month after purchase
61% were not contracted after their first service
A service telephone after four months
66% had not been informed of the accessories
A telephone interview after six months
31% had not gotten explanation of the warranty
A relationship-builder after eight months
42% of customers who have more than two cars had not had special deal
A second car offer after eighteen months

A follow-up telephone after one year
Source: Commitment-Led Marketing: The Key to Brand Profits Is in the Customer's Mind
One factor that marketers have to take into account is profit maximization that is concerned with media that marketers will use to communicate with customers. Marketers have to choose the cheapest media that sends the messages to the vast of target market. For example, if marketers want to communicate to young adults, they should know that what media that the target market usually uses. As I research, young adults spend almost 60% of free time using internet and smartphone while they spend almost 50% using social media. Marketers can use those media to communicate with young adults. On the other hand, marketers should use traditional advertisement such as television, newspaper, or radio for elderly customers. What media is the best for marketing communication is dependent on target market, so marketers should define the market well enough in order to choose appropriate media for their customers. In addition to medium, marketers should know how to communicate to customers in familiar way for customers. For example, marketers may use celebrities to attract teenagers, but use peers to attract elderly. In conclusion, marketers have to define the market very well because they can avoid unnecessary marketing expenses, improve better service for customers, and choose the appropriate approach to customers (Wernerfelt, n.d.).

Source: http://www.gallup.com/poll/153863/young-adults-admit-time-cell-phones-web.aspx
How does globalization impact marketing strategy and communications?
Globalization was initiated since 1950. International transaction has played a pivotal role in global economy. In particular, when trade barriers in terms of tariff and non-tariff are likely to be eliminated, mutual societies are gradually integrated. As a result, economic integration leads to the single market environment. Such a phenomenon results in opportunities and threats for marketers, so marketers need to take global variables such as international market, exchange rate risks into account in SWOTT model. Globalization provides opportunities for marketers in that marketers can expand market to any countries in the world other than the domestic market. In particular, currently Chinese economy becomes more robust than that of the U.S. Purchasing power of Chinese people are stronger than that of American, so marketers do not need to concentrate on only domestic consumers.
However, principal obstruction to penetrate international market is culture. For example, in case of Chinese market, for early 1980s, Japanese manufactures of color TV wanted to penetrate Chinese market, and they dominated the market because they understood Chinese culture. On the other hand, European did not succeed in color TV market. To illustrate, although Chinese people wanted to buy luxurious and quality products like color TV, they preferred to save money to buy a product. Meanwhile, European people wanted a product whenever they wanted, and they may have bought a product with credit instead of saving money to buy it. As a result, European marketers misunderstood that Chinese people saved money because they had low income and comsupmtion, so they ignored Chinese markets. On the contrary, Japanese understood Chinese culture and behaviors, so they can penetrate color TV set market in China (Anonymous, n.d.). In my opinion, it is not difficult for Japanese marketers to understand Chinese culture because they have similar attitude and culture. For western marketers, how can they deal with different culture?
Coca-Cola is one of the successful brands in the global because the company knows to assimilate local culture in its marketing strategy. To illustrate, the brand and position of Coca-Cola are consistent in global. For example, the campaign launched in 2006 is "Live on the Coke Side of Life" which indicates the positioning in global, but for product design like a can or taste, Coca-Cola adapts for local markets (Anonymous, n.d.).
On the other hand, globalization also provides risks resulting from exchange rate, imitation, and so on. Moreover, globalization also changes communication of marketers from traditional advertisement to internet or social network (Zapletalová, 2009).
Regarding to opportunities, although growth rate of world economy is less robust than anticipation, especially the U.S, and Europe, emerging countries' economies become more robust than expectation. That is, consumers' confidence in developing countries is better than that of the U.S, so marketers should not limit target market only in domestic market. According to the graph and table below, it indicates that growth rate of emerging countries including BRIC, which stands for Brazil, Russia, India, and China is higher than developed countries.



Source: http://www.imf.org/external/pubs/ft/weo/2012/update/02/index.htm
Because of dramatic economic growth in emerging countries, especially BRIC, middle class rapidly increases. Those people become new prospective customers because they have high purchasing power and tend to purchase high quality products like people in developed countries. As a result of globalization that eliminates trade barriers, IKEA expands its branches to China, Russia, and South East Asia. For example, IKEA opens new malls in Moscow, Beijing, Shanghai, and Bangkok. Doing so enables IKEA to take advantage of economies of scale and make profit from mass consumers in emerging countries. Global middle class is considered as the new trend; that's so-called mass class. In short, IKEA understand the new trend resulting from new middle class in emerging countries, so IKEA opens mall in those countries. Moreover, globalization enables IKEA to expand markets to other countries besides domestic market.
Because people around the world are prospective customers, communication with people from different culture is important for marketers. TV commercials, newspaper, or poster cannot bring customers from different countries to acquire information, so internet and social network become more important in terms of communication during globalization. Internet is an effective approach that allows all customers around the world to acquire information of products, and marketers can utilize internet to promote or create a brand as well. However, when emerging countries play a significant role in world economy as mentioned above, translation program grows in accordance with growth of internet. Observe that, many websites has translation program for customers who cannot speak English, and globalization may results in the fact that English is not only language for all customers. According to the table below, importance of English tend to reduce, so during globalization, marketers need to deal with intercultural communication.
Language in the internet
Internet users % total
English
27.30%
Chinese
22.60%
Spanish
7.80%
Japanese
5.00%
Portuguese
4.20%
German
3.80%
Arabic
3.30%

Source: http://blog.globalizationpartners.com/2011-the-year-of-international-social-media.aspx
Moreover, social media is another effective approach to communicate to customers. Social network allows users to interact with different culture easily. For marketers, they can get feedback from comments of customers around the world via YouTube, Facebook, and so on without surveying in their own countries, and social media enables customers to easily participate and access to advertisement of a firm from launching advertisement in one time. During globalization, traditional advertisement cannot effectively and efficiently work.
Furthermore, globalization also provides risks as well because marketers encounter competitors from many countries. For example, Sony relies heavily on domestic market and do not develop innovation to improve its products. Finally, Sony loses market shares to Samsung, which is a competitor from Korea. Not only do marketers take advantage of globalization, but also they adjust to changing environment of globalization. Marketers also handle local and international risks as well.






References
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