Global marketing is defined as ‘the process of adjusting the marketing strategies of your company to adapt to the conditions and values of other countries.’ (Martin, 2016). In fact, the concept goes far beyond purely selling a product or service globally. It entails the process of planning, creating, positioning and promoting the products you have to offer in a global market. Even though the internet makes it possible for all businesses to go global, a global approach is not always suitable for every business. (Bullock, 2013).

As the world is becoming more and more globalised and digital businesses are able to reach more international consumers, it is fundamental that they identify and adapt to specific cultural norms and values. For example, easyJet’s website ‘features translation into 18 different languages which supports its global market expansion’ resulting in, ‘consumers being able to log on at anytime from anywhere around the world to purchase an easyJet product’. (Foster, 2011).

When Airbnb first launched its business, the brand faced a significant obstacle within its strategy: ‘convincing people around the world that staying in a stranger’s home isn’t weird or frightening’. They were able to do this successfully by immersing local story telling techniques within their website to create a strong level of trust and a sense of community between the hosts and their consumer group. (Animucka, 2015).

Another valuable example which explores the significance of global marketing strategies could be the recent influx of cross cultural partnerships between Western and Chinese firms. Chinas high culture and main ideologies revolves around vertical collectivism (high power distance, long term gratification and overall low trust society), whereas the West is directly opposite. This shows just how important it is for a foreign businesses moving to China to understand the outline of Chinese values and to make a solid first impression with the workers and suppliers. Pepsi created a campaign in China in 2014, which translated as ‘Pepsi brings your ancestors back from the grave’. This was not a popular marketing strategy as there is a huge level of respect towards their elders, and ancestor worshipping in China is a significant part of their culture. (Zakkour, 2014).

A worldwide digital company such as Netflix were able to do this perfectly. Instead of rushing and entering into all of the markets at the same time, they carefully handpicked a couple markets to enter based on their geography and psychic distance. In fact, its first international expansion was in 2010 to Canada, which is culturally very similar to that of the USA. This fundamentally enabled them to learn about how to expand and enhance their strategy and capabilities beyond its home market. In its second phase, it expanded to a further 50 countries, focusing purely on those with shared similarities, affluent consumers and access to the internet. Presently, the company are in their third phase, with access available in approximately 190 different countries around the world. Each with movies and tv series that have been tailor chosen in regards to the country they are in. Netflix are now able to focus their attention on adding more languages, optimising its personalisation algorithms for a more diverse global library of content and expand its support to a range of other devices. Another reason why these digital marketing giants became so successful was down to win-win partnerships with other big brands as well as using social media as a story telling device. With all of this being said, the main acumen behind all of its global marketing success was due to its ability to demonstrate sensitivity and responsiveness when entering new markets and cultures which shows that it has mastered its global marketing strategy. (Brennan, 2018).

Reference:

Animucka, A. (2015). 5 Examples of Powerful Global Branding in Action – K International. [online] K International. Available at: https://www.k-international.com/blog/5-examples-of-powerful-global-branding-in-action [Accessed 22 Feb. 2019].

Brennan, L. (2018). How Netflix Expanded to 190 Countries in 7 Years. [online] Harvard Business Review. Available at: https://hbr.org/2018/10/how-netflix-expanded-to-190-countries-in-7-years [Accessed 22 Feb. 2019].

Bullock, F. (2013). The Importance of Global Marketing Strategy. [online] Allbusinessideas.net. Available at: http://www.allbusinessideas.net/the-importance-of-global-marketing-strategy/ [Accessed 22 Feb. 2019].

Foster, H. (2011). easyJet an Increasing Matter of Globalisation. [online] Innovativereflection.blogspot.com. Available at: http://innovativereflection.blogspot.com/2011/12/easyjet-increasing-matter-of.html [Accessed 21 Feb. 2019].

Martin (2016). Global Marketing: Strategies, Definition, Issues, Examples. [online] Cleverism. Available at: https://www.cleverism.com/global-marketing-strategies/ [Accessed 22 Feb. 2019].

Zakkour, M. (2014). China’s Golden Week – A Good Time To Make Sure You Don’t ‘Bite The Wax Tadpole’. [online] Forbes.com. Available at: https://www.forbes.com/sites/michaelzakkour/2014/10/02/chinas-national-day-golden-week-a-good-time-to-make-sure-you-dont-bite-the-wax-tadpole/#2dd426c7560f [Accessed 22 Feb. 2019].