What is global marketing? A look at strategies and examples

We have talked before about the many marketing opportunities that have arisen because of digitisation and globalisation in recent years. Thanks to the Internet and new communication channels, it is easier than ever for companies to reach an international audience, but this new approach also presents certain complexities.

Not only does global marketing have a broader scope than traditional marketing, but it also involves several specific considerations that professionals must consider. If you are interested in learning more about this field, Universidad Europea's degree in Marketing in Madrid is an excellent opportunity to delve deeper into it. And, if you are still not sure whether to specialise in this area or not, in this article we summarise its key principles.

Definition of global marketing

Global marketing is the process of conceptualizing and executing marketing strategies worldwide, adjusting operational marketing to the characteristics and demands of each local market. That is to say, the same formula should not be applied in every country, but rather a global vision should be taken as a starting point and different tactics and types of localized marketing should be implemented. In this way, the brand ensures that it connects with multiple audiences without losing its essence along the way.

This approach not only facilitates entry into new markets but also contributes to improving the company's image. A brand that is perceived as relevant and tailored to local needs is more likely to achieve a lasting connection with consumers.

Global marketing strategies

Successful global marketing depends on the implementation of well-structured strategies that consider the particularities of each market. Some of the most effective are:

• Product adaptation: it is important to adjust the product to suit the cultural preferences and regulations of each country. For example, some food companies modify their recipes to align with local tastes and some companies, such as Fairy or Axe, have different names depending on the market.
• Brand standardisation: a consistent brand identity must be maintained globally, even if there are local variations. An example of this is Apple which, despite its differences in pricing and distribution, has a unified image in all regions.
• Market segmentation: the global market can be divided into specific segments to customise marketing campaigns, thus optimising the impact on each consumer group. Depending on the medium or advertising space, it will be better to target one audience or another.
• Digital marketing: by leveraging global platforms, such as social networks and search engines, audiences in different countries can be reached with localised messages, in their own language and adapted to the cultural context.

Companies with an effective global marketing strategy

Among the many examples of companies that have successfully implemented global marketing strategies, two are highly representative. Their international strategy has enabled these two brands to consolidate their position as leaders in their respective sectors

Coca-Cola

Coca-Cola has adapted its campaigns to different markets, promoting the idea of a universal beverage, but localizing its messages and products to make them culturally relevant. In many countries, even the design of cans or bottles has variations to connect more directly with local audiences.

McDonald's

This fast-food chain is known for its ability to tailor its menu to the preferences of each market. In India, for example, McDonald's offers more vegetarian options than in other regions, which is essential in a country where a significant portion of the population does not eat meat.

Differences between international marketing and global marketing

Although these terms are often used interchangeably, it is important not to confuse international marketing with global marketing.

While international marketing focuses on expanding into any foreign market by designing a marketing plan for each country, global marketing seeks a more uniform integration. In the latter, decisions are based on a holistic view of the global market, seeking a balance between the global and the local.

Whereas in international marketing a company might create a completely new strategy for each country, in global marketing certain aspects are adjusted to maintain the central coherence of the brand identity.

Current trends in global marketing

Global marketing is constantly evolving, driven by digitalisation and changes in consumer behaviour. Some current trends to consider when designing a strategy are:

• Sustainability: global consumers increasingly value environmentally responsible business practices. Brands that adopt sustainable approaches to production and distribution are gaining greater acceptance.
• Mass customization: customers expect brands to deliver personalized experiences, either by offering products and services tailored to their preferences or by using advertising messages that are relevant to them.
• Customer experience: brands are increasingly investing in customer experience as a key differentiator. This means offering exceptional service at all touch points, from pre-purchase inquiries to service delivery to after-sales support.

Universidad Europea's degree in Marketing in Valencia and degree in Marketing in Malaga not only give you an in-depth understanding of all aspects of global marketing but also offer up-to-date content in line with these and other trends. Opt for specialised educqtion and become a key player in any marketing department.