International Marketing: Sustainability and Digitalization

10 Questions

Define the customer journey.

The process a customer goes through, across all stages and touch points, that makes up the customer experience.

What is digital marketing?

The use of digital or social channels to promote a brand or reach consumers.

What are the three major categories of digital media types?

All of the above

According to Moorman et al. (2022), one reason for the rise in critical voices about digital advertising is the breaking through of ________.

digital clutter

What are some forms of marketing communication mentioned in the content?

Advertising, Sales promotions, Personal selling, Public relations, Direct-/digital marketing, Trade fairs

Digital marketing metrics include only the input and investment of activities.

False

What are some barriers to standardizing international communication?

All of the above

A rule of thumb suggests that approximately _ to _ % of sales should be invested in marketing.

3, 7

Global advertising is a feasible strategy due to universal emotions.

False

Match the steps involved in developing effective advertising communications:

Identify target audience = 3 Set promotion budget = 2 Design message = 4 Choose media = 5 Execute campaign = 6 Evaluate advertising effectiveness = 7

Study Notes

International Marketing Communication

International marketing communication involves various forms, including advertising, sales promotions, personal selling, public relations, and direct/digital marketing.

Standardizing versus Adapting International Advertising

Barriers to standardizing international advertising include language, legal, and cultural differences.
Reasons to standardize international advertising include lower costs, applicability of international media, uniform international image, and bundling of financial resources.
Reasons to adapt international advertising include the lack of consideration of country-specific features, different consumption habits, and the danger of "statement banalization".

Spending in International Advertising

Advertising spending is a large investment for companies, with a typical ratio of 3 to 7% of sales.
Leading advertisers worldwide include Procter & Gamble, Unilever, and L'Oréal, with significant spending on advertising.

Developing Advertising

The process of developing advertising involves identifying the target audience, determining objectives, designing the message, choosing the media, executing the campaign, and evaluating its effectiveness.

Digital Communication

Digital marketing uses digital channels to promote a brand or reach consumers, including website, online ads, email marketing, social media, and mobile marketing.
Digital communication forms can be broadly organized into three major categories: owned media (brand-owned channels), paid media (brand-paid third-party channels), and earned media (brand-mentioned third-party channels without payment).

Limitations of Digital Marketing Communication

Limitations of digital marketing communication include the rise of critical voices about its success and effectiveness, decline of third-party cookies, and the impact of legislation (e.g., GDPR).

Communicating Sustainable Initiatives

Communicating sustainable business initiatives can enhance a company's reputation and consumer trust, but can also backfire if the claim to be green has not yet been achieved in all areas, leading to greenwashing.

Key Takeaways

International marketers have a range of media channels and forms of communication at their disposal, but must ensure consistency across countries.
Companies must consider market fragmentation and the availability of media channels when standardizing the communication mix internationally.