IMPACT OF TECHNOLOGY ON INTERNATIONAL MARKETING

BY,GAYATHRI.S

14PGCE19

INTRODUCTION

Nowadays, there are huge changes in the way marketing strategies are apply; the way sales forces promote and sell the products; the way in which we communicate to our clients, suppliers and our own staff; the way we reach the target market share; and the way we distribute goods.

The primary reason for all these changes has been the dramatic and explosive evolution of technology and the matching opening of global markets.

Advanced technology provides a fundamentally different environment for international marketing. Companies will have more freedom to locate a service or product where it can best be produced, rather than near its market.

INTERNATIONAL MARKETING & INTERNATIONAL COMMUNICATION

• Every successful business tries to be ahead in its hierarchy. To achieve this goal the company more likely has a domestic marketing plan in place by now.

• However, to be ahead and getting more market share, selling products or services aboard is required and it is essential to develop an international marketing plan to help managers to reach their target market.

• Marketing managers should take actions to control a wide variety of customers in their international market which in is impossible with outdated communication tools. Companies are required to develop their information system and technology to achieve the essential and updated marketing communications.

CHOOSING MEDIA FOR INTERNATIONAL MARKETING COMMUNICATION

To choose an effective social media in relation with an international marketing communication there are several factors which should be considered by marketers: Number and capabilities of competitors in the target marketVariety and kinds of media in target market Economic circumstance in target marketAvailability and local resources to convey with problems of

new or unfamiliar situation. For example to promote the products the company will need the local expertise to choose best advertising.

Regulations and local laws which may not permit to use specific content to be made in advert.

CHANGING MARKETING WORLD WITH TECHNOLOGY• We can strongly say that technology is a main cause of

organizational change.• Electronic revolution and improvement of technology

lead managers and marketers focus more on customers regardless of where they are. It impacts on manager in decision making level and on sale forces to perform their job more accuracy and timely.

• Indeed, improvement in technology has change selling and sales management methods, advertising and communication and marketplace.

E-BUSINESS

E-COMMERCE

E-MARKETING

Impact of technology on marketing

• Communication helps businesses grow and prosper, creates relationships, strengthens the effectiveness of organizations, and allows people to learn about one another.

• Technologies, such as the Internet, mobile phones, social media, and customer relationship management systems greatly affect the way companies communicate with prospective customers.

• With access to many sources of information and an interest in interactive media, consumers may collect more product information on their own.

Integrated marketing communications Integrated marketing communications (IMC)(IMC)

♠ IMC provide an approach designed to deliver one consistent message to buyers through an organization's promotions that may span all different types of media such as TV, radio, magazines, the Internet, mobile phones, and social media.

♠ Delivering consistent information about a brand or an organization helps establish it in the minds of consumers and potential customers across target markets.

♠ With IMC, organizations can coordinate their messages to build the brand and develop strong customer relationships while also helping customers satisfy their needs.

CHANGING MARKETING MIX

a) PRICE - With improving the technology every day, much new software is created by computer engineers. For example, Invisible Hand is new software that automatically helps the customer to find the lowest price when customer is shopping online. This software shows a discreet notification when a lower price is available and covers over 100 retailers in UK, US and Germany.

b) PRODUCT – In International marketing, marketers should have clear understanding of the foreign marketing environment to assess their rated importance of products and services. They may get information about major attributes of the products to focus on them. The Internet can significantly develop the entire process and many companies can still take benefit of the Internet to modernize their businesses.

c) PROMOTION - In marketing concept, promotion includes all the ways that an organization applies to communicate its product’s merits and to influence its target customers to buy the products from them. Internet has largely affected on the companies promoting strategies.  there is a significant concern for the international marketers who use Internet in their marketing communication. This new challenge for marketers is the management of a global brand and corporate logo. Sometimes, different logo, image, website, format, content and message between a company and its subsidiaries may lead consumers became confuse. Therefore, international companies with several subsidiaries should clearly determine a significant policies and norms about their branding on Internet.

d) Physical Distribution - The distribution system of company must have some special capabilities when the company is taking the international orders. For example, twenty-four-hour order taking and customer service response capability and regulatory and customer-handling expertise to ship internationally. As an example, FedEx is an international transportation

industry which has qualified transportation strategies. This company once lost around 64,000 of its postal packages in a day just because of inaccuracy transportation service.

Today’s markets are increasingly competing to get more customers satisfaction and loyalty. To survive in this challenging environment organizations attempt to update their information systems which can help them to be more efficient and correspond with external environment. Many companies try to achieve best and advanced communication channels to improve their strategies to be ahead in their hierarchy. Therefore, Information technology has an essential role in creating new flexible business forms such as strategic partnerships and cross-functional networks.

REFERENCES: REFERENCES:

• Paul Copley, “Marketing communications management: concepts and theories, cases and practices”, 2005.

• https://www.academia.edu/3613325/The_Effects_of_Internet_on_International_Marketing_Communications

• https://play.google.com/store• www.ehow.com• www.boundless.com/marketingtextbooks• www.businessreview.com/technologyimpact