Marketing Communication in Globalization

Role of MC in Globalization

• Globalization is the process of interaction and integration among people, companies, and governments worldwide.
• The task of marketing communication in globalization is to inform, share information on the quality, value, usefulness, and use of products or services.

Definition of Globalization

• Globalization is the transmission of persons, processes, and products from one part of the world to another.
• It's a process where material and social phenomena generated in one part of the world become part of the lives of people in other parts of the globe.

Impact of Globalization on Marketing

• Globalization provides the end user with access to an increasing choice of services created to meet the growing needs of the knowledge society.
• Traditional communication tools are less efficient and lead to adverse effects in the form of customer resistance.

Trends in Globalization

• Participating in global markets
• Looking beyond saturated domestic markets
• Reaping the advantages of scale economies
• Sophisticated digital media use
• Radically enhanced communication
• Decreasing transportation costs
• Trade liberalization
• International deregulation of finance
• Increase in product lines and brands
• Market segmentation
• Increase in consumer demands

Impact of Globalization on Marketing Communication (MC)

• Promoting the concept of integrated marketing communication
• Expanding the elements of the marketing communication mix (especially for direct marketing and event marketing)
• Emphasizing the use of marketing databases and application of customer relationship management (CRM)
• Emphasizing the effectiveness of marketing communication and its perception as an investment that should bring profits
• Using new media and communication technologies (e.g., Internet, email, mobile phone, digital TV)
• Applying non-traditional forms and practices in marketing communications (e.g., guerrilla marketing, viral marketing, buzz-marketing)