The 21st century has brought with it a multitude of challenges for marketing management. From increased competition to the fragmentation of media, companies must be prepared to face a variety of obstacles in order to succeed. Michael E. Porter, professor at Harvard Business School, presented Porter's Five Forces model which is a useful tool for understanding the competitive environment.
The media landscape has become increasingly complex and expensive, while companies like Google, Amazon and Facebook are revolutionizing the way we interact with each other. On Amazon, you can order a product from the other side of the world and receive it in just a few days - something that would have taken months just 100 years ago. One of the biggest challenges of international marketing is increased competition. Companies must be able to differentiate themselves from their competitors in order to stand out. For example, LinkedIn launched an independent campaign for India, indicating exclusively the number of Indian professionals on their platform instead of launching a generic campaign saying that they have more than 560 million professionals on LinkedIn. Another challenge is the lack of resources to cover all markets.
This is true not only when it comes to the advertising budget, but also to human capacity. Even if you had enough budget for your campaigns, you would still need to have enough people to manage them. Fortunately, there are plenty of free marketing tools available to help small businesses save money. Brand awareness is also an important factor when it comes to international marketing. The challenge is achieving a good level of brand awareness on a global scale.
Typically, companies have more brand awareness in their home country than outside of it. This makes it difficult to create effective marketing campaigns for brand awareness as they are designed to make your brand more recognizable but not necessarily generate quick results such as attracting more potential customers or prospects. If you're a small business with limited resources, trying to access several new markets at the same time can be difficult and expensive. One alternative solution is to focus on growing your community through social media contests and other activities. This is a great way to spread the message and increase your brand awareness without breaking the bank. We've already discussed brand recognition, brand awareness and competition and offered some solutions on how to approach them.
Let's say you're a company based in the U. S. who wants to reach Spain or Latin America with campaigns in Spanish - you can hire someone to translate your Google or LinkedIn campaigns but this isn't going to be enough. Marketing challenges are part of business but how can you overcome them? We've put together a list of the top 12 marketing challenges and simple solutions that can help eliminate them: generating traffic and leads; producing content of the right quality; promotion; brand awareness; segmentation; creatives; budgeting; resources; research; new products and markets; social needs; and value of artisanal production. To design successful marketing campaigns, companies must be aware of current markets and tactics that work best for their target audience. It's also important to ensure that both segmentation and creatives reach your target audience in order to maximize results. The approaches obtained from researchers and creative applications developed by marketers have provided information on how to effectively and efficiently offer products and services under various conditions.
What worked in the marketing world a decade ago may not be what works for you today so it's important to stay up-to-date with current trends. In conclusion, marketing management in the 21st century presents many challenges but with careful planning and research, companies can overcome them and succeed.
