THE FISHER VALLEY COLLEGE

“A Christ-centered Institution”
COLLEGE OF BUSINESS ADMINISTRATION AND ACCOUNTANCY
Bachelor of Science in Accountancy * Bachelor of Science in Business Administration
Business Information Management

The Contemporary World

DIGITAL MARKETING and GLOBALIZATION

Participants:
1. Kathrina Guia C. Gabito
2. Hongleng A. Chua
3. Pia D. Panadero
4. Rose A. Magauay
5. Kimberly P. Gajo
6. Erick James Floresca
7. Juan Paulo A. Alvarez
8. Gerald A. Pacana
9. Leomar
10. Rommel M. Espanola

Details of the Topic:

I- Introduction
II- Strategies of Digital Marketing
a. Website Marketing
b. Social Media Marketing
c. Mobile Marketing
III- Benefits of Digital Marketing to People
IV- Benefits of Digital Marketing in Economy
V- Benefits of Going Global
VI- Pros of Global Marketing
VII- Cons of Global Marketing
VIII- Recommendations and Suggestions
 THE FISHER VALLEY COLLEGE
“A Christ-centered Institution”
COLLEGE OF BUSINESS ADMINISTRATION AND ACCOUNTANCY
Bachelor of Science in Accountancy * Bachelor of Science in Business Administration
Business Information Management

INTRODUCTION:

People from all over the world use the internet to access information and data about
products and services. It’s evident that companies, business organizations, and financial
institutions, which have web pages have majorly gone global from the beginning. In the digital
marketing age with the introduction of communications, business organizations and financial
institutions won’t look past challenging issues created by customers who are exceedingly
diverse and seriously demanding.

Digital marketing is global in nature, and ensuring a global standing is not a significant
achievement as it was before, but global excellence is key. This is interpreted into effectiveness
and efficiency across various geographical areas from a major point of view. There is positive
news, which also emerged for global and local investors as they can leverage on digital
marketing globalization to enhance and boost their inputs as well. Business organizations and
financial institutions would put into critical consideration if they had to initiate or accelerate
digital evolution.

These motives are equally necessary to encourage organizations and financial

institutions to avoid being integrated when dealing with business plans on a global front. Having
a look at some of these common imperatives and how to maximize value for improving the
global business. These major points are articulated around simplicity, innovation, and growth as
components of the foundation shared by all digital marketing strategies. However, for business
organizations and financial institutions to take advantage of the opportunity for global and
financial growth and revenue, global financial institutions need to prioritize “digital marketing
globalization” to target and engage audiences in international markets.

Digital marketing globalization means expanding your digital marketing efforts to reach

new regions and audiences worldwide with content and messaging that’s translated into their
native languages. Digital marketing globalization has also taken into consideration the region’s
values, cultural references, customs, and local jargons. In short, its messaging resonates with
the audience because it speaks their language and communicates through a process that the
company comprehends its audience’s needs and lifestyle. This creates a platform for a wide
range of customer base globally to easily connect with the products and services moved by the
business organizations and financial institutions, leading to tremendous sale turnout.
 THE FISHER VALLEY COLLEGE
“A Christ-centered Institution”
COLLEGE OF BUSINESS ADMINISTRATION AND ACCOUNTANCY
Bachelor of Science in Accountancy * Bachelor of Science in Business Administration
Business Information Management

STRAGTEGIES FOR DIGITAL MARKETING:

WEBSITE MARKETING
Website marketing is the strategic promotion of a website to drive relevant traffic to the
site. The goal is typically to attract people who may be interested in a company’s products or
services. More traffic coming to a site means more opportunities to put your value proposition in
front of potential customers. The goal of most website marketing strategies is to rank highly in
search engine results pages (SERPs) through the implementation of search engine optimization
(SEO) tactics, content marketing, social media engagement, and other digital and offline efforts.
It also refers to any form of advertising or marketing on the web. It's an all-inclusive term for
promotions shared via emails, social media posts, paid advertisements displayed on search
engines, etc. Websites are an essential tool for businesses to establish their credibility and build
trust with their customers. This can then be further boosted by local SEO services to attract a
local demographic for businesses who might be new in the market. So, there you have it,
the purpose of a website is to turn visitors into prospects. With a website, you provide a place
for consumers to see what your brand is about and learn more about your products and
services, any time of the day or night. If you make your products available for sale on
your website, then consumers can even make purchases around the clock. And the way to do
this is to identify the major user types visiting your site, speak to their needs and give them a
clear action step to take next.

Social Media Marketing

Social media marketing is a powerful way for businesses of all sizes to reach prospects
and customers. Your customers are already interacting with brands through social media, and if
you're not speaking directly to your audience through social platforms like Facebook, Twitter,
Instagram, and Pinterest, you're missing out! Great marketing on social media can bring
remarkable success to your business, creating devoted brand advocates and even driving leads
and sales. Social media marketing is a process that empowers individuals to promote their
websites, products, or services through online social channels and to communicate with and tap
into a much larger community that may not have been available via traditional advertising
channels. It is a  form of internet marketing that involves creating and sharing content on social
media networks in order to achieve your marketing and branding goals. Social media marketing
includes activities like posting text and image updates, videos, and other content that drives
audience engagement, as well as paid social media advertising. We’ve created this guide to
provide you with an introduction to social media marketing and some starter social media
marketing tips and training to improve your business's social presence. Social media allows
even the smallest business to interact with the wider world. Social media allows you to create a
dynamic online presence and establish a dialogue with a wide audience - including existing
customers, new prospects, your competitors and suppliers. A social media strategy is a
summary of everything you plan to do and hope to achieve on social media. It guides your
actions and lets you know whether you're succeeding or failing. The more specific your plan is,
the more effective it will be. Keep it concise.
 THE FISHER VALLEY COLLEGE
“A Christ-centered Institution”
COLLEGE OF BUSINESS ADMINISTRATION AND ACCOUNTANCY
Bachelor of Science in Accountancy * Bachelor of Science in Business Administration
Business Information Management

Mobile Marketing

Mobile marketing is a marketing approach that sees brands and businesses using a
variety of techniques to promote their business, brand, product, or service directly to mobile
users. In the early days of mobile devices, mobile marketing was limited to SMS, and later
MMS. But as the technology has developed, and the reach and use of mobile phones has
grown, this has expanded to include email, mobile websites, voice-calls, and more recently,
mobile apps – with or without push notifications – social media, and chat apps. And while the
first SMS ad was sent back in 2000, many of the newer strategies are less than a decade old,
highlighting how quickly the technology is evolving. We have also shifted from using mobile
phones with a limited set of features, to using smartphones that themselves are capable of more
with each update, now also complemented by the addition of tablet devices, and smart watches.
Mobile marketing is a multi-channel, digital marketing strategy aimed at reaching a target
audience on their smartphones, tablets, and/or other mobile devices, via websites, email, SMS
and MMS, social media, and apps. In recent years, customers have started to shift their
attention (and dollars) to mobile. Mobile marketing is a revolutionary marketing tact in business
world. It introduces easier and better way to communicate directly with customers and advertise
products. Ecommerce business can be easily enhanced. Marketers now contact users
according to their natures and requirements. In today’s world, technology influences our culture
more than ever. Consumers have begun to evolve to be filters, able to tune out constant
bombardment of messages that may come in from TV or banner ads, email newsletters or
billboards. Marketers have noticed for this trend and have moved on to more nuanced
techniques to garner consumer attention, namely mobile marketing. This shift from traditional
marketing to mobile inbound marketing, that is performance based, has created a requirement
that communication with future customers occurs at a personal level. Focusing a message on
the individual customer is replacing the more impersonal, mass messaging techniques of old.
Mobile Internet Marketing offers an effective and modern progression in the marketing mix,
providing a wave of inbound, localized and personalized marketing. Here’s a quick preview of
what mobile internet marketing consists of, and what it can do for your business.

Benefits of Digital Marketing to people

1. Web Cost-Effective
Other, more traditional forms of marketing cost companies an arm and a
leg! Facebook ads, for example, are 3 times cheaper and more targeted than radio,
television, or print ads. Using the internet to expand and engage your consumer is much
less expensive, as long as you have a plan in place in advance that helps pinpoint your
desired consumers.
2. Web Marketing is Focused
There are many types of online advertising options that allow you to target the
specific demographics of your customer like web marketing. Set your message to show
up on websites your prospects are likely to visit, be visible to certain industries and
 THE FISHER VALLEY COLLEGE
“A Christ-centered Institution”
COLLEGE OF BUSINESS ADMINISTRATION AND ACCOUNTANCY
Bachelor of Science in Accountancy * Bachelor of Science in Business Administration
Business Information Management

geographic locations, and even target by age or education range in some cases. Nary a
television, radio ad, or billboard can do that for you.

3. Web Marketing builds Relationships

Many marketing options end up being annoying noise to the very consumers you
are trying to reach. When done right, web marketing is actually helpful to your prospects.
It can offer solutions and address pain points. This makes it more effective at starting
conversations and building trust than other types of marketing.
4. Web Marketing is easy to adopt ad edit
Social media advertising, banner ads, or other online campaigns can be tweaked
and revised quickly and with little fanfare. With preferences changing constantly, this is a
big benefit to you. New pricing, additional products, and time-sensitive sales can all be
handled easily with web marketing initiatives.
5. Web Marketing is measurable and easy to determine ROI (Return of Investment)
How successful are your current ad campaigns? What is the amount of business
they have garnered you? Sometimes those answers are difficult to formulate. One of the
best benefits of web marketing is its ability to quantify results. You can set up URLs that
are only present in the ads you place. That way you can see exactly where the leads are
being generated. The same goes for landing pages. Being able to see what works and
what doesn’t helps streamline marketing’s efforts, and save time and money. While you
may understand the benefits of marketing your business on the web, you may not be
clear on how exactly it is relevant to your business. Perhaps it’s challenging to try to find

the time to learn new processes. Our team of experts can help with that learning curve
by providing professional and outstanding services that complement your digital
marketing campaign. Contact us today to learn more about your web marketing options.

Benefits of Digital Marketing in Economy

1. It is Inexpensive
Marketing products through a physical retail outlet is much more expensive than
marketing them on the Internet. The recurring costs of property maintenance and rental are
not relevant to Internet marketing. Plus, for display in the store, you do not need to fill your
shelves and windows with stock. Consequently, you can keep you inventory costs low by
ordering stock in line with demand, instead of ordering it in anticipation of demand.

2. Allows convenient store hours

Without having to worry about overtime payments to workers or opening hours, Internet
marketing gives you the freedom to keep your enterprise open 24 hours a day, seven days a
week. Clients will also find it incredibly convenient to shop for your services and products on
the Internet on their own schedule. When it is convenient for them, they can browse your
ecommerce store at any time of day and place orders.
3. Provides a Customized Advertising Approach
By building a profile of your customers’ preferences and buying history, Internet
marketing enables you to personalize offers for them. You can make targeted offers that are
a true reflection of their interests by tracking the product information and webpages that
potential customers visit. Also, to help you increase the value of sales by consumers, you
 THE FISHER VALLEY COLLEGE
“A Christ-centered Institution”
COLLEGE OF BUSINESS ADMINISTRATION AND ACCOUNTANCY
Bachelor of Science in Accountancy * Bachelor of Science in Business Administration
Business Information Management

can get data for planning cross selling campaigns with the information available from
tracking webpage visits.
4. It helps to take advantage in social media
Social media is growing in importance every day. Internet marketing allows you to
leverage this. The link between online revenue growth and social networking was
highlighted in a recent study by the Harvard Business School’s Executive Education area.
The study found that there were increased sales of about five percent generated by those
consumers who reported that they were most strongly influenced by social networks. By
incorporating social media tools in your Internet marketing campaigns, you can take
advantage of this type of influence and watch your profits soar.
5. Allows to Reach more people
You can overcome all barriers of distance by using marketing on the Internet. Without
setting up local stores, you can sell products in any part of the nation, or even beyond. This
widens your target market significantly. Plus, without opening a network of distributors in
various countries, you can build an export company. To make certain your products and
services comply with local business regulations and are suitable for the local markets, you
should enlist the help of localization services if you plan on selling internationally or even in
some remote locales nationally. Localization services include product modifications to reflect
local market differences and translation services. By now, you can plainly see that an
expertly crafted Internet marketing campaign can open up a whole new world of
opportunities for your business. You may be tempted to jump right in. However, it is
important that you take the time to create a plan and coordinate all of your online marketing
efforts. Otherwise, you will likely cause confusion among consumers. And, these days, the
typical web-savvy consumer can spot a company with a disorganized online presence from
a mile away.

Benefits of going GLOBAL

Have you been thinking about taking your business global? If executed
properly, globalization can bring your organization many benefits. Here are seven of the most
common advantages involved with expanding your business on an international scale:

1. New Revenue Potential

By taking your business global, you get access to a much larger base of customers. If
your product or service is a success, you can enjoy increased revenues from these new
customers even if you have saturated your markets domestically. Globalizing could be
exactly the shot of life your company needs to take its revenues to new heights.
2. The Ability to Help More People
The solutions your business offers undoubtedly have the potential to help your
customers improve their lives in some way. When you take your business global, you can
help an exponentially greater number of people find the answers to the questions or
challenges your company helps solve.

3. Greater Access to Talent

Another excellent benefit of taking your business global is that you get access to a new
pool of potential employees with unique skills and mindsets. You may even find that these
 THE FISHER VALLEY COLLEGE
“A Christ-centered Institution”
COLLEGE OF BUSINESS ADMINISTRATION AND ACCOUNTANCY
Bachelor of Science in Accountancy * Bachelor of Science in Business Administration
Business Information Management

potential hires have skills that are hard to find in your home country, which gives you an
edge on other organizations in your field that have not yet gone global.
4. Learning a New Culture
Getting information about a new place can help make your organization more well-rounded.
Having an understanding of people who are not from your country will give you a new
perspective on relations with customers, and may even help you work better with domestic
customers and business partners. Hiring a cultural consultant will help guide you in creating
marketing content that takes into account culture and any linguistic nuances.
5. Exposure to Foreign Investment opportunities
Foreign investment can be extremely valuable for your business as many companies
already know. This may be the reason why in 1997, foreign investment was up to seven
times the level it was in the 1970s. When you go global, you can more easily learn about
these investment opportunities and how beneficial they can be for your company.
6. Improving your company’s Reputation
Businesses that can successfully go global and market their offerings to a totally different
population will enjoy the prestige of calling themselves an international company. It is not an
easy feat to accomplish, meaning prospects and potential business partners will instantly
think more highly of your company when they know you have an international presence.
7. Diversifying Company Market
If your business only has one or two areas where it can sell services or products, what
would happen if these markets experienced a dramatic shift because of a natural disaster or
other unforeseen circumstance? Taking your business global allows you to diversify your
markets so your revenue sources are more stable: even if your domestic activity is slow,
your business will not take as large of a hit since your global market will make up the
difference. Going global has a number of advantages, but they do not come without
challenges. If you can create an effective strategy for getting over the hurdles that
globalization might present, the process can reap many benefits that your business will get
to enjoy for years into the future. Working with a company that specializes in not only
translation, but cultural consulting can assist you in preparing authentic marketing
content, localized landing pages and SEO as well as a trans created homepage specific to a
new global market you are attempting to gain entry into.  Understanding the culture and
what will resonate will play a huge role in the success of your global expansion efforts.

Pros of Global Marketing

1. Your small brand will go Global

Its not just about sales (although it is mostly about sales). It’s also about what your
brand stands for. When you take a global marketing approach, your brand can bask in the
glow of a global reach. Even if you don’t sell in Spain, your brand could become known
there. The internet and global marketing give you incredible reach and opportunity.
2. Beat Your Competitors
Let’s say you sell these really amazing coconut-infused double-chocolate cookies. But
the bakery down the street offers almost the same kind of decadent dessert. If you’re
global and he’s not, you’re going to sell more cookies – not to mention a whole lot of other
ship-overnight baked goods that your customers might love.
3. Build some Global Relationship
 THE FISHER VALLEY COLLEGE
“A Christ-centered Institution”
COLLEGE OF BUSINESS ADMINISTRATION AND ACCOUNTANCY
Bachelor of Science in Accountancy * Bachelor of Science in Business Administration
Business Information Management

In addition to a network for your products and services, a global marketing strategy
gives you and your company some global networking opportunities. And you never know
how one connection could lead to another. What would a global partnership look like?

Cons of Global Marketing

1. Global means It’s Big as the Globe
While it can be great to think really, really big, some products and services just don’t
translate well on a global scale. For example, if you work in interior design and offer one-
on-one service, how exactly are you going to market and service a client in China?
2. There may not be a Market for what you sell
Cultural, economic and governmental barriers may mean even your most amazing
products might not be well received in other countries. You may know your U.S. market,
even state-by-state, but navigating a global market can be much more challenging.
3. A greater Financial Risk
If you only scale your marketing upward to reach a global audience, you could go
broke before you see any return on your investment. You will need to be very strategic to
get results, which may mean a lot of time, energy, research and allocation of resources on
the front end. If you don't plan well, you could lose money fast.
4. Different Rules
What’s allowed from a marketing perspective in the U.S. may not be allowed in other
countries, and mistakes could be costly. For example, although Google is the top
international search engine and a platform on which you may want to advertise, what you
can do on it can vary by country. There are also other platforms, like Baidu (China) and
Yandex (Russia) where you may want to advertise, but you'll need to learn how.

Recommendations
It is argued that globalization has become a powerful force in the business environment
and has a major influence on the labor process, labor markets, the practice of management,
and the management of employees in organizations. It is also asserted that both local and
global companies are in various ways adjusting to the changes brought about by globalization.
According to the foregoing analysis, globalization is not merely an intensification of global
interconnectedness brought about by market forces and technological change. Rather, it is a
worldview shaped by capital and hegemonic power that aspires to establish a global system in
line with the interests of capital. Capitalism, as a market-oriented system of production, has an
inherent globalizing tendency. However, capitalism is not always characterized by the level of
adherence to the liberal principles that globalization represents. In E. M. Wood's penetrating
analysis, globalization represents a new phase of capitalism that is more universal, more
unchallenged, purer, and more unadulterated, than ever before. The financial crises affecting
different countries have shaken the confidence of the advocates of globalization. The World
Bank, for example, in stark contrast to the minimalist state dictum it advocated in the 1980s, in
the early twenty-first century recognizes the importance of the role of the state in protecting and
correcting markets. There also has been a growing realization that unfettered financial flows,
especially from advanced countries to emerging markets, can create profound instability. Yet
despite notable setbacks and shaken confidence, the advocacy for globalization remains strong.