Gaining Competitive Advantage: International Marketing & Digital Media

This essay explores the intersection of international marketing and digital media, emphasizing how companies can leverage digital tools to gain a competitive advantage in the 21st century. It discusses various electronic marketing forms, including search engine optimization (SEO), search engine marketing (SEM), content marketing, email marketing, social media marketing, pay-per-click (PPC) advertising, and landing pages. The essay highlights how each of these strategies contributes to building brand equity, enhancing customer service, reaching a wider audience, and collecting valuable customer feedback, ultimately leading to increased sales and market share in the global arena. Desklib offers similar solved assignments and past papers for students.

RUNNING HEAD: International marketing and digital media 0
International marketing and digital media

International marketing and digital marketing 1
The international marketing undertakes marketing activities in more than one country. It
can be made possible with the help of digital marketing. It contains all the marketing efforts like
electronic device or internet such as search engines, websites, social media, email and mobile
apps. The electronic form of marketing can be used by the companies to gain competitive
advantage in the 21st century. The website is used by the companies to display their corporate
profile, product details, contact details and email address (Papadopoulos & Heslop, 2014). The
web portal can be used to boost logistics, create marketing channels and offer better access to the
customers. The electronic forms of the marketing given below leads to the competitive advantage
in the 21st century:
Search engine optimization: The main purpose of the search engine is to increase traffic on the
site of the company, particularly from the people searching for products or services offered by
the company.
Search engine marketing: The search engine marketing is the gradual version of the search
engine marketing (Tiago & Veríssimo, 2014). It is effective when the natural search engine
results off the ground. For instance, the information of the company should be put on the Google
to gain competitive advantage in the 21st century.
Content marketing: The content marketing is the great form of the digital marketing. The quality
content stimulates positive view of the brand. The information content on the website of the
companies keeps customers engaged and keeps brand fresh in their mindsets (Leeflang, Verhoef,
Dahlström & Freundt, 2014).
Email marketing: The email marketing is the strong pillar for any company to generate
competitive advantage with the help of internet. It helps to generate sales through direct contact
with the clients. It allows potential customers to the website. It helps customers to attain updates,
exciting news, reminders and more.
Social media marketing: It is seen that social media marketing is an amazing way for the
companies to attain competitive advantage (Samiee, Chabowski & Hult, 2015). It helps in
building brand equity, enhanced customer service, reaching customers and collecting customer
feedback.

International marketing and digital marketing 2
Pay per click: The pay-per-click includes everything from purchase as space to pay per click
mediums like Google adwords and Facebook ads. It is beneficial for the companies to promote
and gain competitive advantage.
Landing page: The landline page is the page users directed when a link is clicked from another
source. It arrives at page directly then directing on the home page of the website. It shows
relevant content for the keyword typed on the web search.

International marketing and digital marketing 3
References
Leeflang, P. S., Verhoef, P. C., Dahlström, P., & Freundt, T. (2014). Challenges and solutions
for marketing in a digital era. European management journal, 32(1), 1-12.
Papadopoulos, N., & Heslop, L. A. (2014). Product-country images: Impact and role in
international marketing. Routledge.
Samiee, S., Chabowski, B. R., & Hult, G. T. M. (2015). International relationship marketing:
Intellectual foundations and avenues for further research. Journal of International
Marketing, 23(4), 1-21.
Tiago, M. T. P. M. B., & Veríssimo, J. M. C. (2014). Digital marketing and social media: Why
bother?. Business Horizons, 57(6), 703-708.