The Most Important Aspects About Global Marketing That Everyone Should Know
Global marketing can cause numerous problems for the U.S. b-to-b marketer. In many cases, U.S. direct mail campaigns use colloquial ex-languages. Several languages, most notably German, take up considerably more physical space than English, and mailing sizes, specifications, and postage vary from country to country. The European size for mailing packages, for example, is different from standard U.S. sizes. Advertising specifications are publication specific, and, depending on the publication, the primary language may not be English. Even English is not English—at least in the rest of the world, which tends to use the British conventions for spelling (e.g., colour, not color; organisation, not organization) and grammar. Even the meanings of words can change.
The Internet generally makes global marketing less complicated, but marketers with a sizable stake outside the United States should take advantage of the medium’s ability to version messages for different pros-peas based on where they reside—respecting their individuality and catering to it. With that in mind, the Internet clearly has the potential to escalate global marketing in a way no medium before it has done-providing business marketers with a potential for worldwide business they could previously only dream about.
The Internet presents a compelling opportunity for marketers to transform live events into Net events. This rapidly growing specialized area of Internet technology is already revolutionizing the way events are executed. Meta Group (tavw.metagroup.com) says that as much as 90% of global 2000 companies will be using Web conferencing by 2003. The technology has other applications important to b-to-b companies, such as online collaborative meetings and distance learning. This chapter explores this potential and details some of the ways that b-to-h marketers are using Internet events and meetings as part of their marketing programs.
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