effectiveness of unified market communications

effectiveness of unified market communications

Introduction

Global marketing has significantly evolved with the involvement of digitalized hybrid elements like social networking and social media. The social media and networking services have expanded the range of global marketing opportunities with more integrated approaches of communication through positive word of mouth. The study will analyze the effectiveness of unified market communications, positive word of mouth, and the degree of controlling frequency of shared information.

Analysis

Improvement of updated technology has paved the way for global marketing concepts. Social media and social networking play a significant role in conveying the organizational message to the target audience (Kasemsap, 2018). It helps to develop a positive word of mouth which can ensure a monumental success to an organization. Yes, it can be argued that social media and social networking are hybrid elements of promotion because of their efficiency in exhibiting the characteristics of products in a more integrated manner. For example,- Nike created an advertising video for social media to inform its consumers about their athlete products in more detail.

The exhibition of products and facilities from a hybrid range of sources connects consumers successfully, which enhanced their yearly revenue from $38.00 billion in 2018 to more than $39 billion in the current financial year (Kasemsap, 2018). Thus, social media and social networking are considered to be hybrid marketing because it enables the audience to access both the digital medium and traditional medium of the organization.

The digital medium helps the business organization to globalize its approach to reach the maximum number of young consumers. More than 60% of smartphone users around the world prefer to stay on the social media platform (Tuten & Solomon, 2017). The trend has promoted business entities to become technically advanced to grab the inclination to reach youth consumers. The latest report of Adidas has disclosed that digital marketing strategy has increased the youth consumers by 25% (Tuten & Solomon, 2017). On the other hand, the regular customers use social networking and social media platforms to access mailers and flyers, trade shows, and events of the business organizations to stay updated about the companies. The combined effort of digital media marketing and traditional marketing expands the brand value of a company across the globe (Kasemsap, 2018). People stay regularly updated about product quality, services, and product prices through social media. It psychologically attracts consumers to spread positive word-of-mouth about the organization. Marketing managers often control the global marketing campaign of an organization (Tuten & Solomon, 2017). The managers evaluate the target market to understand which part of hybrid marketing which is appropriate for a particular region.

Marketing managers also play an essential role in authenticating the ethical standard of global marketing content. The managers need to control any vulgar or illegal message that can be harmful or disrespectful towards global diversity. Thus, marketing managers play an essential role in managing and frequency and content information of social media advertisings (Kasemsap, 2018). For example- due to the different cultural dimensions, the digital marketing content for UAE and Germany should be completely different. The managers should also be concerned about the dignity of global diversity while creating content. Thus, proper control over the social media and social networking arena should be the prime concern for marketing managers across the globe(Tuten & Solomon, 2017).

Conclusion

The study has evaluated the importance of global marketing using both social media and social marketing. Social media and social marketing are considered as a hybrid marketing platform for both conventional and digital marketing approach. The role of marketing managers in controlling the content information of marketing has been described. A controlled method of global marketing is capable of reaching a large number of consumers.