Opinion



October 27, 2019,   2:21 PM

How Media Is Your Key To Going Global

Paulius Stankevicius

Paulius Stankevicius is a PR and advertising executive and CEO and Founder of Stankevicius MGM, a PR and advertising consulting firm. FULL BIO

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Most companies build profit through service and product sales, with a sales strategy based on market needs. Primarily, traditional thinking is to start by doing business in your local market, and stay there long enough to build trust. It can take years to grow a business this way and, in many cases, there are no guarantees that it will work.

In modern markets, where competition is fierce, companies should not limit and localize themselves too much. Today, global business can be conducted smoothly and easily, enabling companies to expand to international markets as soon as possible. Most service-based companies currently provide services online, while product companies sell through e-commerce.

Social media marketing has been one of the most used marketing methods for the last decade. This is a cost-effective and quick way to get consumers interested in a company. Unfortunately, social media also became overcrowded of late. It has become extremely difficult to differentiate your brand on social media platforms. Because it is free to use, most companies have a registered account and are active online. Access to this free resource is, however, making companies forget about traditional media and PR initiatives.

Reaching out to audiences through media has never been as important as it is now. C-level executives and senior-level managers still follow and read influential and leading business magazines and newspapers in print. Having a business featured still adds value to the overall company’s brand.

Additionally, when reaching out to global audiences, your online search presence via Google is very important. You can improve this by ensuring that your company has online media coverage published on multiple platforms. This will help show your audience that the company is trusted globally.

Consider a case scenario in which local IT and marketing companies try to grow their businesses. Since the provided services are mostly online it means they are not limited to a single location. This means that clients can also be acquired from other countries. International business is what makes companies survive nowadays.

For example, a business registry company from the UAE could advertise in a print magazine with a special target to distribute them to business lounges and offices in Hong Kong and New York. In the meantime, the company can also run social media ads in Europe and do online article advertising in countries like China where mobile consumer internet browsing numbers are extremely high.

Without global media companies would not be able to reach consumers and target audiences. Global media is the only channel and gateway to people around the world. How to successfully reach people and communicate the message is work done by the marketing and PR departments. Every company should make sure to have the latest tools and sufficient modern strategies on how to penetrate global online markets.

Additionally, running social media ads also exposes the brand to a global audience, who then search for them on Google. That’s where the search results count the most.



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