Improving Marketing Effectiveness in the Globalized Business World

This report discusses the challenges faced by companies in improving marketing effectiveness in the globalized business world. It highlights the impact of increasing globalization, social media, and technology on marketing dynamics and communication challenges of global companies.

Running head: BUSINESS COMMUNICATION
Business Communication
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Topic: With increasing globalisation, one of the most pressing external communication
challenges that companies face is to improve marketing effectiveness in reaching their
customers.
Resources:
1. Gunn, S. (2017). Globalisation, education and culture shock. Taylor & Francis.
(Increasing globalization and business communication)
2. Rost, M., Barkhuus, L., Cramer, H., & Brown, B. (2013, February). Representation and
communication: challenges in interpreting large social media datasets. In Proceedings of
the 2013 conference on Computer supported cooperative work (pp. 357-362). ACM.
DOI: 10.1145/2441776.2441817
3. Benady, D. (2014). How technology is changing marketing. The Guardian. Retrieved
from:https://www.theguardian.com/media-network/media-network-blog/2014/sep/29/
technology-changing-marketing-digital-media
4. Dewhurst, M., Harris, J., & Heywood, S. (2012). The global company’s challenge.
McKinsey & Company. Retrieved from
https://www.mckinsey.com/business-functions/organization/our-insights/the-global-
companys-challenge
These above resources are important as these focuses on the following aspects or themes of
increasing globalization, social media and business communication, impact of technology on
marketing dynamics and communication challenges of the global companies.

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1.0 Introduction
1.1 Background
ABC is a global apparel company that has its production and distribution units in
Australia, USA and some countries of Europe. With the advancement of technology and rapid
globalization, it is essential for the company to improve its marketing techniques for increasing
its market share in the competitive business world.
1.2 The problem
As the market competition is intense, ABC Company is losing its market share as its not
following the new age technology and methods for marketing. They are still following the
traditional marketing methods and operating in the brick and mortar stores in all the locations.
Hence, it is facing a challenge of reaching out to the new generation of customers and increasing
its market share.
1.3 Purpose of the report
Purpose of this report is to highlight the effectiveness of advanced technology and social
media in improving the marketing techniques of ABC Company, which would be relevant in
times of increasing globalization.
2.0 Discussion
2.1 Increasing globalization
Increasing globalization has implications on various sectors, such as, education, culture
and business. As stated by Gunn (2017), globalization allows integration of changes as per the

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global demand and that leads to changes in the aims, content, method and outcomes of education.
This in turn affects the other aspects, such as, the business world. On one hand, globalization
offers increased business opportunities and reduction of cultural barriers in business, on the other
hand, business communication is not only centered to the local region, but also helps to reach out
to the global customers (Dunning, 2014). Hence, with globalization, the scope of the businesses
has increased as well as the communications have improved too.
2.2 Social media and marketing communication
Social media helps the businesses to establish a connection with the global customers
more effectively than the traditional methods. Rost et al. (2013) stated that online services are
beneficial in understanding the customers’ behavior by analyzing the user generated data. The
social media enables the check-in services for the customers which are beneficial to track down
the geographical locations as well as the pattern of their activities. This is useful for business
decision making regarding the market demand and geographical implications. Moreover, the
businesses can make connections, marketing campaigns and present effective visualizations to
the customers to stay ahead in the market through social media (Hakimi, 2018). It also helps the
businesses to maintain its presence round the clock, which is beneficial to create brand
awareness among the tech savvy customers (Wang, Yu & Wei, 2012).
2.3 Impact of technology on marketing dynamics
Benady (2014) highlighted in his report that the introduction of the technologically
advanced devices, such as, smartphones, i-Pads, laptops, tabs, smart glasses and watches are
compelling the business houses and product companies to design or modify the traditional
marketing techniques. These devices are making everyone more technologically proficient and
these are also helping the corporate houses to integrate new communication and marketing

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techniques to expand their businesses. Separate marketing campaigns are being made only for
the digital platforms. At the same time, integration of advanced technologies has increased
automation, product qualities and profitability of the companies (Camarero & San José, 2011).
Hence, with globalization and technological advancement, the market dynamics have changed
significantly.
2.4 Communication challenges of the global companies
Companies that have global production and distribution units, often face communication
challenges. Locational distance is a barrier for face-to-face communication among the employees
(Binder, 2016). Maintaining the consistent quality of the product is another challenge as local
suppliers get involved and communication among the suppliers all across the world is not
feasible. Dewhurst, Harris & Heywood (2012) showed in the reports of McKinsey and Company,
that communication is one of the major challenges of the global companies. Although due to
advanced communication technology, the companies enjoy improved communication, it is still
challenging for them to maintain effective internal communication.
3.0 Conclusion
It can be concluded from the above discussion that as globalization has been creating
improved marketing dynamics and communication techniques to reach out to wider base of
customers; it is also posing some communication challenges within the global operation units of
the companies. This is also affecting the customers in terms of product quality and difference in
services offered in different countries. Thus, measures should be taken to reduce the
communication gap internally and externally to expand the business and increase the global
market share.

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4.0 Recommendation(s)
The product and services companies should not offer differentiated products in different
countries, as customers are tech-savvy and with the help of the advanced technology, they can
now get the information about the products and services available in other countries and also
about the product details and quality. Hence, the companies must focus on establishing a
communication among the global suppliers and try to maintain the product and service quality.
Further advanced and innovative communication techniques should be adopted by the companies
to address the concerns of the global customers and offer them customized services to increase
their market share.

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References
Benady, D. (2014). How technology is changing marketing. The Guardian. Retrieved
from:https://www.theguardian.com/media-network/media-network-blog/2014/sep/29/
technology-changing-marketing-digital-media
Binder, J. (2016). Global project management: communication, collaboration and management
across borders. Routledge.
Camarero, C., & San José, R. (2011). Social and attitudinal determinants of viral marketing
dynamics. Computers in Human Behavior, 27(6), 2292-2300. DOI:
https://doi.org/10.1016/j.chb.2011.07.008
Dewhurst, M., Harris, J., & Heywood, S. (2012). The global company’s challenge. McKinsey &
Company. Retrieved from
https://www.mckinsey.com/business-functions/organization/our-insights/the-global-
companys-challenge
Dunning, J. H. (2014). The Globalization of Business (Routledge Revivals): The Challenge of the
1990s. Routledge.
Gunn, S. (2017). Globalisation, education and culture shock. Taylor & Francis. (Increasing
globalization and business communication)
Hakimi, C. (2018). Measuring the Effectiveness of Social Media Marketing on Promoting Event
Sales.

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Rost, M., Barkhuus, L., Cramer, H., & Brown, B. (2013, February). Representation and
communication: challenges in interpreting large social media datasets. In Proceedings of
the 2013 conference on Computer supported cooperative work (pp. 357-362). ACM.
DOI: 10.1145/2441776.2441817
Wang, X., Yu, C., & Wei, Y. (2012). Social media peer communication and impacts on purchase
intentions: A consumer socialization framework. Journal of interactive marketing, 26(4),
198-208. DOI: https://doi.org/10.1016/j.intmar.2011.11.004