Global Marketing, Brands and Social Media

Running Head: Global Marketing, Brands and Social Media 1
Global Marketing, Brands and Social Media
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Global Marketing, Brands and Social Media 2
Introduction
Global marketing involves changing the techniques used in the marketing of a particular
company to correlate with conditions of other countries; however, it also entails an intense
process of advertising goods and services with a reward. Generally, most businesses have
already set offices to facilitate marketing in countries of their preferences (Farrell, 2015).
Nowadays, the rapid increase of internet services has broadened E-commerce where even small
business can offer services to consumers worldwide. Competition is a significant factor that
drives many companies to extend marketing internationally. However, global marketing has
several benefits that steers its adoption which include branding, increase in products
effectiveness, among others (Vemić, 2019) . The discussion below focuses on how social media
and innovation has facilitated marketing and some challenges hindering effective marketing.
Social media and brands in Global Marketing.
Internationally, marketing has changed drastically in term of practices, regulations or
standards and trading strategies. These changes are being strengthened by considerable
advancement in technology. Social media has become a significant platform in businesses,
especially in marketing (Singh & Duhan, 2016). There are multiples programs such as Social
Media Marketing Affiliate (SMMA) which constitutes enormous groups of people whose main
objectives is to market and promote company’s products and services worldwide. It is the
cheapest forms of marketing available that allow businesses to grow more and more every day.
The popular and most significant social networking sites that offer these services include
Facebook, Instagram, Pinterest, Twitter, YouTube, among others. Most of these sites not only
allow companies to market through their platform but also provide an opportunity to create a
business profile for free. Thus, they do not need any investment to begin (Kabani, 2016).

Global Marketing, Brands and Social Media 3
Billions of people using social media around the world do not know about products and
services offered by a specific company; therefore, it is the responsibility of the company to let
them know. Generally, some of the activities conducted through the social network to spearhead
international marketing strategies include branding that involves posting symbols or logos that
identifies or differentiate products, trust building by engaging customers, and several others.
However, global marketing requires a more profound understanding of the potential customers,
products and services standards and products customization (Bowen, Ozuem, & IGI Global,
2016).
International Branding
A brand is a distinctive feature that distinguishes company’s products and services from
their rivals in the eyes of the customer. Branding is developed in several areas including
merchandise promotion, advertisement, logos, and customer services. It creates awareness to
customers about the company, its product or services. The most significant element of branding
is logos especially when dealing with products, and they are brought in to enhance the brand’s
visual and corporate identity (Mooij M. K., 2014).
When seeking to increase growth in business by expanding international markets, it is
advisable to establish the identity as well. International branding typically involves advertising
the products or services to customers in different countries and cultures. Global branding ensures
that a company secures a consistent image across the world (Mooij & Hofstede, 2015). A
company has a universal brand for all markets in several countries to ensure they achieve
consistency that is why it is essential to have a branding strategy. For instance, they can have a
single brand covering related products such as fat and oils, jams, among others (Kotabe, 2009).