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Among the other benefits of the Internet in International marketing, Web presence
is seen as necessary for the reason of company image. Discuss the ways a
companyǯs web presence may support its international marketing communication
efforts. What are the likely challenges faced by international marketers in internet -
based communication? Illustrate with examples?

Effective communications requires the sender, the message and the receiver to
be connected by a message channel. The message moves from the sender to the
receiver through the message channel.
1. Sender: The source of the message. In this case it is the company.
2. Encoding: Simply means converting it into a symbolic form that is properly
understood by the receiver. For example: if a web sites order form ask only for
typical US type address information, such as zip code, and does not include
anything for other countries, the would-be buyer aboard will interpret this as
unwillingness to do business outside the US.
3. Message channel: The path through which the message moves from the sender
to the receiver. Technological advances (fax, video conferencing and the
internet) have made buyer-seller negotiations more efficient. Technology helps
build and maintain relationships.
4. Decoding: The process of transforming the senderǯs message symbols back
into thought.
5. Receiver: The person with whom the sender wants to communicate
6. Noise: Throughout the communication process the message is subjected to
extraneous variables/factors that can distort or interfere with its reception. In
the international marketing context noise might be having only an English
Language web site.
7. Feedback: The receiverǯs response after being exposed to the message, its
necessary to analyze the success of communication. The Internet allows
marketers to track traffic flows and to install registration procedures that
identifies individuals and tracks their purchases over time.

The major communication tools for export based international marketing

include:
1. Business/Trade journals
2. Direct Marketing
3. Internet/Web site promotion
4. Trade shows and Trade missions
5. Personal selling

The Internet removes many barriers to communication. The role of traditional

intermediaries is changing as the internet connects producers directly with end
users.

It enhances an exporters presence, sales, customer services, information

gathering skills and internal communication. Itǯs a necessity that can expand
marketing communication worldwide at a low cost. The website should be linked
to the overall marketing strategy and not just be there for appearances sake. This
means having a well-designed and well-marketed site. Quality is especially
critical when customers use the website for information and communication.
Having a web presence will support the exporters marketing communications
effort in a number of ways:
1. It allows the company to    in the marketplace and to
communicate its overall mission and information about its marketing mix.
2. The Internet allows 24-hour access to customers and prospects. Providing
important information during decision making than help the customer clarify the
search. The interactivity of the website may provide a competitive advantage as
the customer compares alternatives sites. For example: providing tailor made
solutions. Ralph Lauren allows customers to choose the type of shirts or t -shirts
they want, choose the color of the clothing, the designs on it, sizes and colors of
horses, numbers and flags and even print your name on it.
3. The Internet can improve customer service by allowing customers to serve
themselves when and where they choose. This is an area where overall
communication costs can be reduced. An important dimension of customer
service is after sales service to solve consumer problems. A web forum where
customers can exchange news and views on the product use will help build
loyalty.
4. The ability to gather information, which has its use not only in researc h but
also in the database development for following marketing efforts. The data is
inexpensive to collect.
5. The opportunity to actually close sales. This function is within the area of e -
commerce.
6. Provides the possibility to communicate with internal constituents. Exporters
may have part of their web sites set up with detailed product and pricing
information that only their agents or distributors have access to. When changes
are called for, this is an efficient way of communicating about them without
having to mail or fax each and every overseas party.

  

 

1. Challenges related to the newness of the media. A very large portion of the
world population has yet to adopt the Internet.
2. Challenges related to language of the communication: While English only web
sites deliver information and support some international customers, having local
language sites and registering with local search engines demonstrate
appropriate cultural and market sensitivity.
3. Challenges related to cultural differences: Aesthetics need to be taken into
consideration. Individuals around the world have varying information needs;
this issue has to be addressed as well.
4. Challenge relating to country regulations: Differences in regulations may exist.
For example: Germany sued united Colors of Benetton for exploiting feelings of
pity in one of its campaigns.
5. Challenges of technological development: Accessing information through cell
phones. For example: need to avoid full color photos with lots of text, as it will
not be attractive or legible on a cell phone screen.

  
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DM was usually done in the form of mail or telephone. However, the Internet is
becoming an alternative method for direct marketing. This requires an accurate
database. Marketing in this sense is customized or personalized directly
addressing the consumer by their name. For example: Appleǯs promotions need
to be directly targeted at you.
Problems:
-Considered as junk mail (US)
-Considered environmentally wasteful (Germany)
-Source of information (Indonesia)

 

  

1. To sell by enabling purchasing
2. To provide information
3. To provide entertainment (creating awareness)
4. To provide interaction (social networks Ȃ facebook)
5. Create a strong brand
6. To generate interest
7. Create an image (engagement)

The Internet is reaching a new stage. Instead of you having to find information
the web will now find you and provide you with exactly what you want or need
at the moment. Because of technological advancements, companies can build
services that will find you and provide consumer or business services and
products, to meet your needs depending on where you are and what you are
doing. We can access huge amounts of information. At the same time, our
computers can be accessed by hackers