Global Marketing, Brands and Social Media

This article discusses the role of social media in global marketing and branding, as well as the challenges faced by marketers. It also explores future innovations in global marketing.

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).

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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).

Global Marketing, Brands and Social Media 4
Furthermore, a company can post content about products and services and the critical
idea is to boost brand awareness and drive more traffic to their sites. The strategy ensures there is
an increase in the number of reads by social media followers across the globe who eventually
becomes potential customers. However, customer taste and preferences forces a company to pay
attention to varieties of products and services available in markets. It ensures that a company
stands a chance to cope with stiff competitions worldwide (Nicholls, 2011).
Challenges faced by marketers
Marketing is not an easy task because of the problems associated with sustainability,
entrepreneurship, and innovation of business organizations. Communication is one of the main
challenges faced by marketers when they do marketing through social media and other forms.
There is a problem in sustaining the same stories about the subject brands that are in question
(Carvalho & Isaías, 2019) . There is also a challenge of knowing and understanding the consumer
market, what they need and their tastes. Marketers have a problem in maintaining sustainable
information regarding their brands (Adhikari, 2018).
Entrepreneurship and innovation are also vital factors that may cause challenges to the
marketers in their lines of duty. The aim of the business keeps on altering the communication
made by marketers while selling the brand of their goods and services. Innovation may also
result in changes in the marketing department because of the adoption of new methods of
marketing brands. It affects the sustainability of the communication made for the brands which is
provided by the company (Little, Go, & Poon, 2017).
Funding is another challenge faced by marketers. In a global perspective, most of the
companies forget to fund the marketing department which alters the sustainability of various

Global Marketing, Brands and Social Media 5
organizations. Therefore, Lack of funding becomes a challenge to the marketers because they
cannot be in a position to sustain their marketing activities for their brands in the market. Failure
to fund the department kills innovation of new ideas of marketing the brand of the products
provided by the company (Czinkota & Ronkainen, 2013).
Unsupportive partners in the marketing department are also another challenge faced by
marketers. Lack of support from fellow marketers is caused by choosing the wrong people in the
team. It kills the agendas of entrepreneurship, innovation, and sustainability in the marketing of
products and brands of an organization. Marketers end up facing challenges in coping with the
stiff competition in the market from the other companies whose marketing activities are funded
by the management (Wagner, 2017).
Limited knowledge and weak business plans regarding the marketing of the brands is
another challenge that marketers face while selling the brand of their companies. Poor business
planning has adverse effects on the goals of a company and kills the entrepreneurship agendas of
an organization. It also hinders sustainability of the marketing techniques, and such things have
many disadvantages to the economy of a company compared with rest. Therefore, there would be
no innovation and creativity in selling the brand in the market (Weidinger, Schmidpeter, &
Fischler, 2014).
In the global world, most companies have unrealistic expectations from the marketing
departments which affect the marketer of a company. A company might be thinking big about its
brands but on the other hand selling products that are not acceptable in the market. Such cases
would demotivate the marketers who end up facing the market where their brands are not selling.
Unrealistic expectations affect the innovation, sustainability and entrepreneurship agendas of the
business (Agarwal & Wu, 2018).

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To ensure these challenges are solved in the marketing of brands globally, business
organizations should ensure it keeps up with the market trends. Such things would give the
marketers an easy time in knowing the needs of various consumers. They should also embrace
social media to sell their brand. Social media would ensure there is a lot of information regarding
the brand sold in the market. It would also cover a large area which in turn gives the marketers
ample time for selling the brands. They are also supposed to come up with strategies and plans
that cannot provide marketers with a hard time when doing their work. Business organizations
should have clear entrepreneurship goals that would ensure there is sustainability in the market.
Innovation and creativity should be incorporated in the marketing department to ensure their
techniques are at par with the advancing technology (Lee & Carter, 2012).
Future innovations in global marketing
In the near future, consumer purchasing decisions will increase in complexity. They will
be shopping various brands via the internet and other social media platforms due to the
increasing technology advancement (Okazaki & Taylor, 2013). Their communication about
different brands will be more prevalent and their product designs will be more personalized by
the year 2020. There will be transparency in the relationship between the customers and the
brands provided by the business organizations. Social media is more transparent and these
business organizations have started embracing the same to avoid confusion in the marketing
(Jean, Chiou, & Zou, 2014).
Accurate metrics about an organization brands will have emerged by the year 2020.
Social media platforms have started indicating the data of viewers of the brands posted for
marketing purposes. An organization marketing department will embrace the integrated team
rather than using the digital silos they have been using from the past. Consumer purchasing

Global Marketing, Brands and Social Media 7
decisions will be more advanced compared to current ways of understanding the same. The
personalized data about marketing in the businesses will be friendlier to the customers as
compared to the current data (Arora, Bacouel-Jentjens, & Edmonds, 2018).
Conclusion
In conclusion, it is evident that social media has contributed to the global marketing of
different brands. Most organizations all over the world have embraced marketing through social
media where they sell their brands using websites and social media platforms such as Twitter,
Facebook, and Instagram. Companies should use social media platforms to ensure they achieve
the entrepreneurship goals in their marketing. Innovation and sustainability can only be achieved
if the business organizations provide solutions to the problems encountered by marketers all over
the globe.
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