Importance Of Internet Marketing In Modern World - Case Study Example

Importance Of Internet Marketing In Modern World Advances in technology in developed countries as well as the opening of markets in several developing countries in recent years have led to a worldwide trend toward globalization, increasing the importance of marketing to organizations in the new economy. ‘Globalization’ refers to “the movement of people, goods or ideas among countries and regions” (Coatsworth, 2004) as it happens on an accelerated rate. The term is generally used to apply primarily to the expansion of markets and the growth of corporate competition on a worldwide scale. There are usually several factors that determine whether a company decides to ‘go global’ or not. However, in order to remain competitive in today’s marketplace, companies must adjust marketing efforts to include global concerns, even if they wish to operate only in their own home sphere. As it is being discovered, many countries are also finding the internet to be a strong instrument for marketing to tourism dollars. By creating sites similar to www.cometogermany.com, Libya can highlight some of its more salient features and encourage individuals from all over the world to come spend their vacation dollars while getting to know Libya’s treasures and resources. There are numerous challenges to be faced when a country determines to market in a global economy. One of the major challenges is trying to find a means of communicating to a variety of cultures through the means of a single message. Every society has its own standards and concepts of what is acceptable and what is motivational. While Americans seem to respond well and quickly to ads that celebrate individualism such as a Nike ad in which a soccer team disrupts normal activity at the airport (Nike Football Ad Airport Scene, 2006), Segal (April 2008) reveals the irresponsiveness of Chinese consumers to these kinds of appeals. For the Chinese, these ads only have an effect if, like McDonalds ads that capitalize on a Chinese cultural belief that beef acts as an aphrodisiac, it promises some kind of payoff (Segal, April 2008). Technology has assisted in these areas, though. As cultures begin to merge through closer connections, modifications to advertisements can be made with a few digital clicks. Technology makes it possible for advertisers to quickly modify the imagery used in their marketing campaigns (Rivera, 2008). As Serna (2008) reports, technology has dramatically improved organizational abilities to track and more appropriately understand consumer purchasing habits for everything from their favorite cereal to the types of financial services they require to the type of vacation they prefer. While cultures such as that which exists in the United States and that of England are similar in many ways, profound differences have been found in styles of comedy and so forth that have only been breaking down recently with increased connection through film, media and the internet (Segal, December 2008). As people become more sensitive to the differences between cultures, they also become more appreciative of the ideas and beliefs as they are expressed in the other cultures with which they come in contact. Thus, today’s marketing is characterized by a complex combination of global and local appeals, technology-driven campaigns and, particularly, emphasis placed on the concept of ‘branding’. The concept of branding has come to refer to anything intended to shape the public image regarding an organization, or in this case a destination, into a consolidated image or idea. Branding has often been publicized as the best means of creating a loyal customer base and achieving instant worldwide recognition. “Corporate branding emerged as a key concept in the late 1990s” (Burt & Sparks, 2002, p. 194). The meaning of the term itself has undergone an extreme transformation in recent years. Although once considered to be simply the swoosh on the side of a Nike athletic shoe or the golden arches soaring over every McDonalds entrance, the term ‘branding’ has grown to encompass many aspects of an organization. “Brands are not simply products or services. Brands are the sum totals of all the images that people have in their heads about a particular company and a particular mark. Brands absorb everything around them like Imelda Marcos in the shoe department at Nordstrom” (Scott Bedbury, CEO of Brandstream, a Seattle-based marketing consultancy, quoted in Kalin, 2001). The term has come to refer not only to the images a company produces in order to call their product or services to mind (the swoosh or the arches), but also to identification of the products sold, the services rendered, the building in which the company is headquartered or even the country in which it originated as well as the marketing methods used to project these ideas and images to the broader public. To remain competitive in the world today, just about anything can be identified with a brand if it is so chosen – companies, museums, hospitals, even countries or individual people (look at Martha Stewart for a prime example). According to Aaker (1996), strong brands work for the organization to help them establish their proper placement within the international and local marketplace as well as assisting in the development of a strong consumer base through broad recognition of the brand. This recognition further works for the company by serving as a weapon to counter growing competition in a shrinking market (Barwise & Robertson, 1992). Most individuals looking at the Come to Germany website would point to the small circle shape in the upper right corner and say this is the brand. This small circle, capitalizing on the black, red and yellow that are the main colors of the German flag, is given no definitive boundary at the same time that it suggests energy and motion. Because it has no sharp edges, it retains a sense of relaxation without indicating boredom. As expressive as this small symbol is, though, it is not what is being referred to as branding in today’s terminology. Germany has long battled against a harsh reputation as a nation of disciplinarians and dictators despite its rich culture and enlightened citizenry. The branding only starts with the small logo image. The image at the top of the page of a snowbound isolated mountain cottage surrounded by pine trees appeals to the country’s ancient history while evidence of a trail or road in front of the cottage links the image to the modern age thus conveniently linking past and present without dwelling on the ‘cultural cleansing’ of the last century. Other images used in this space function in a similar way to blend centuries past and present without tremendous reference to more recent history. The entire message is focused on comfort and entertainment without effort as one takes a closer look at the color-coded links. These offer an entire page for the visitor to familiarize themselves with the country and another to focus on planning a trip to the country. Other links enable visitors to explore specific types of activities by cultural or urban events or by natural recreational activities. The rest of the home page is designed to help the first-time visitor feel comfortable and knowledgeable about the country by including lists of top ten picks in a variety of subjects, specialized lists depending on the type of travel a visitor might be planning, maps, weather and top news ideas. There remain significant concerns, however, regarding international branding as not all messages translate to all cultures in the same way. While the color yellow may indicate happiness and light-hearted fun to one country, it can communicate extreme anger or illness to another. While a particular phrase may indicate a product is fun and safe to use in one area, it may translate to something completely different in another language. Images, colors and phrases must all be carefully considered before being applied to new markets, which presents a significant marketing barrier to large global brands that cannot just change their internet image depending upon the inherent culture of their website visitor when they come to the site. It also remains true that there is no single image, language or cultural heritage that applies to all people, all countries and all age groups. The Come to Germany site avoids a great deal of the problems of color preference and cultural associations by using very little color in their presentation. The bulk of the page is presented in black text and white background with shaded edges and grey blocks to designate major divisions in material presented. Where color is used, they stick largely to the colors of the German flag – black, red and yellow. The page is kept from looking dull and lifeless by the colorful maps, advertisements and images associated with news stories. They largely avoid use of idiomatic phrases or ‘slang’ in their presentation of information although there may still be language issues as non-English-speaking visitors may use translation software to understand the text on the page. To date, there are no automatic translation packages available that do an adequate job of translating text. News feeds must also be picked out specifically to ensure they speak of the events and activities that visitors would enjoy. Thus, constant monitoring is necessary to ensure the expected results are achieved and unexpected results are dealt with quickly and effectively even after implementation of the marketing mix. Questions of the most appropriate marketing mix to use are typically addressed with the concept of IMC. IMC refers to the number of different forms of promotion and marketing that are available when attempting to launch a new product. These may include television commercials, print advertising in the form of magazine or newspaper ads, billboards or posters and electronic advertising that might include websites, podcasts, email or RSS. Television is an affirming advertising channel as consumers tend to believe what they see on television, but it can be expensive and is only effective on those consumers viewing the television at the time the ad airs. Print advertising can be less expensive, but is also less dynamic in reaching the consumer while also limited in audience. Online advertising can offer a tremendous return on investment as it costs a fraction of other methods of promotion, but it also presents certain dangers in the form of potential spam accusations and again depends upon further promotion to bring visitors to the site. Added benefits to online marketing practices include the ability to change the message quickly, improved response time to major issues (travel alerts, environmental issues, etc.) and the ability to reach consumers regardless of location or time of day. Other advantages include the ability to use content from the web, including graphics and news feeds, as a quick means of creating a commercial or print advertisement as well as the ability to use reciprocal links as a means of promotion. Many of these concepts are evident in the Come to Germany website. The idea that the Come to Germany website is a major marketing thrust for tourism to that country is seen throughout the page. The title itself indicates that this is a site specifically geared toward tourists and every element of it is designed to give the visitor the kind of welcome and familiarity with the country they would need to consider visiting the physical location. The site provides a means for visitors to sign up for a monthly newsletter to be sent to their email address automatically, thus reminding the visitor of their previous interest and enticing them to make a real trip; however, the site avoids questions of spam or other questionable internet mass-marketing strategies by making this a strong opt-in program in which the visitor must physically click on a link and fill out a form including manual checks to ensure the visitor is human and not a cyber-robot. The news feeds demonstrate the ability of the site to quickly shift content while links enable the organization to limit the amount of text visible on the page without limiting the amount of information available. Special offers for travel discounts are made available through these feeds as well, meaning the developers don’t need to redesign the page just to bring in new content. The site is made current through the employment of an automatic weather update and changing images at the top of the page. Reciprocal links that help with website promotion are found on Lufthansa and other transportation agencies as well as on the websites of many hotels located within Germany. By featuring these businesses on their website, the Come to Germany site gains links on each business website. Tourists using these businesses are able to see the site even when they didn’t intend to visit Germany and the automatic robots that position websites for search engines recognize the site as being more popular and thus give it a higher ranking in search results. Because these links are for businesses that operate in Germany or are owned by German company, the site also functions to promote the country by directing tourist dollars to the greater German economy. In the area of customer relationship management, a great deal of customer tracking today is conducted with the aid of CRM software such as Oracle. This type of software enables the organization to gain insight into the trends and preferences of the ordering or visiting community. By tracking these purchasing trends, it is possible to determine whether the website venue is productive and to refine it in ways that make it more attractive for future users. Through the process of delivering expected and accurate information and working directly with customers, it may also be possible to notate where the customer may have need of further related information or products in the future, tagging them for future travel appeals, providing a viable portal for corporations within the country to extend seasonal promotions or simply requesting these to provide testimonials regarding the success of their visit and thus highlight areas in which the site may still be weak. CRM is helpful, as well, in ensuring that customers are provided with the information they need to make the most of present technology in making sure the organization is aware of their concerns and desires. Large-scale releases of new information can be sent directly to clients who have expressed interest in visiting or returning to Libya while other electronic communications can ensure the organization remains in touch with the general tourist population. These recent technological advancements enable the organization to establish a level of communication and interaction with its consumer base that has never been equaled. While there remain several methods through which organizations such as Libya can achieve international recognition among the general populace, and while it is generally agreed that international status is essential for an organization to compete in these globally competitive times, it is also true that just having a global brand does not ensure success. While global brands can provide a country, product or service with instant recognition and identity, this identity can also work against the organization if the information provided in its marketing efforts is outdated, incorrect or otherwise fails to meet the needs of the potential tourist. At the same time, countries that have developed a poor reputation for one reason or another can suffer greatly from too strong a market identification and may find it beneficial to focus more upon marketing their smaller attractions from a more individualistic approach. Thus, while the website should be targeted to international consumers and travelers, it should also function as a strong gateway to information for the local community as well. As studies have shown, it is through the local marketing efforts that people are able to get personally connected to a particular brand, leading to brand loyalty and long-term support. This is built in a variety of ways depending upon the various ways in which the information provided meets the needs of the local marketplace, which will be different from one location to another. Although the main function of the Come to Germany site is to attract international tourists, it is also clear that it caters to the local population. This occurs first in the way that the site directs tourists to German businesses and activities as has been discussed above. It is also helpful to the local population in its listings of local events and special offers or venues. By providing links for travelers to make plans depending on whether they are traveling for business, honeymoons, heritage, disabled and so forth, the site also serves as a portal to citizens in finding targeted things to do and places to go. Through these features, the site demonstrates the high level of culture and joy celebrated in the country and its rich heritage and natural resources. This emphasis is not obvious but it is strong and intended to overcome any pre-conceived ideas of the country based on recent history. There is no mention or attempt to address any of the more negative associations much of the world still holds regarding this country, especially in the countries to which this particular portal is addressed – the United States and Canada. Also catering to the local population as well as the international traveler, the site offers a link at the top of the page that provides easily accessible pages more fully dedicated to regional or local events. Thus, it becomes a tool for the citizenry to keep up with what’s new or happening in their own area at the same time that it invites visitors to come experience Germany at a very intimate level. This invitation to make Germany accessible and familiar to everyone, citizen and visitor alike, is also reflected in the layout of the site itself. Links are clearly labeled and well organized as they are broken into manageable chunks of information and logically grouped upon the page. This organization is not so radically different from the navigation featured on many business websites that the visitor feels lost. Instead, the site seems almost familiar even upon its first appearance, translating this sense of familiarity to the destination as well as the rest of the site. The site is full of color, making the visitor feel comfortable, but avoids miscommunication by ensuring that most of this color is the result of photographs rather than other forms of graphic elements. Thus, it is revealed that familiarity and comfort are essential to establish before one is able to entice new travelers to a foreign country. Familiarity plays an important role as consumers will tend to purchase those brands and visit those areas of which they have some recognition and knowledge. This would seem impossible to develop when discussing a tourist destination as it requires visiting to develop comfort and familiarity, but requires comfort and familiarity to encourage the first visit. By globalizing of features and services on the internet, customers are able to feel comfortable in settings that are foreign to them because of the familiarity of the packaging or brand label. This comfort translates into greater tourism for that particular region as well as increased returns as consumers are made to feel welcome and encouraged to visit more elements of the area. In spite of the many positive attributes of the Come to Germany website, there are some areas in which it could use some improvement. There are several moving elements on the main page in addition to blocks of text that must be read before enticing further interest. These elements prove highly distracting to a reader as the movement automatically attracts the eye, as it is designed to do, and prevents the visitor from comfortably reading the text. A more appropriate approach would be to remove these moving elements, slow their animation down or separate them further from the blocks of text so they don’t prove so distracting. The bland color scheme is an easy solution to the problem of differences in color communication, but it is also uninspiring and perhaps even a little reminiscent of the staunch concept of Germans held by other parts of the world. A more vibrant color palette would encourage a lighter frame of mind without significantly damaging the professional approach to the site. This is somewhat achieved on the auxiliary pages in which light greens, blues, reds and yellows are used as major section dividers, but nothing of this sort is offered on the main page when the visitor’s interest must be captured. Although the site is very well organized, with links jumping easily from one page to another, there are some broken links that are important to repair. The most significant of these is the site map, in which the hierarchical ‘family tree’ of the site is offered in quick-link form. This feature is often deemed unimportant to anyone other than the site developer. However, in a site of this complexity, a visitor may wish to return to a page they were viewing earlier and become frustrated trying to use the ‘back’ button or discovering the page they’re seeking through the provided links on the page. At this point, a site map is necessary and the lack of a functioning page on the Come to Germany site is a strong deficit. Should Libya determine that the development of a tourism website is most cost-effective means of encouraging visitors, there are several items they should consider including as strong tools evident on the Come to Germany site. The overall organization of the Germany site is very strong and understandable. As a region with profoundly ancient history, the site should make heavy use of this attribute as a selling point while also striving to emphasize the more modern amenities and cultural concepts among its populace today. Providing information about the specific regions of the country is a strong means of focusing tourism dollars on Libyan businesses within that region at the same time that the availability of a page dedicated to the region announces it as a destination in and of itself. This not only encourages first-time visitors to ‘touch the highlights’, but to return to explore these regions more intimately. Links to important amenities such as the organized tour guides available should be made prominent as these are required for touring anywhere in the country. Although it is important to make the visitor feel welcome and comfortable on the page as well as when considering visiting the country, it is also important to ensure that the visitor knows what to expect on arrival and while staying within the country. These types of information should be an added element to the page over and above what the Germany site has to offer so that greater emphasis can be given and the potential visitor will be made aware of them at the earliest phase of planning. Weather and maps of the country would also be highly recommended features of the site to let travelers know when would be the best time to visit and to give them an idea of the geography of the region if they are not already familiar with it. Topographic maps would be ideal as they enable the potential visitor to gain a sense of the terrain and thus more readily be able to ‘place’ themselves within the picture. The main concern in the larger market thus becomes a question of how an organization, whether business or country, achieves international recognition on a grassroots level enough to encourage definitive action and repetition. For many countries, the answer has been found in the concept of internet marketing, using the power of advertising and technology to make the rest of the world aware of how magnificent the organization, company, location is and how much the consumer tourist must include it on their to do list. The key to tourism marketing is to build the brand and to develop comfort and familiarity on the part of the consumer. As has been examined in the Come to Germany website, this requires making a great deal of information about the country and its people available to the internet audience in such a way that the most positive attributes are highlighted and negative elements are downplayed or eliminated. Building the brand requires more than the simple development of an original graphic. It also includes developing a sense of identity by carefully crafting the public image desired for the country while providing a realistic concept for the potential visitor to ensure they will not come away disillusioned. It is essential, therefore, to be honest in this crafting yet craft with care. By fully understanding the ways in which a website can serve as a major marketing tool and what the primary goals of marketing are to be for the organization, sites can be developed that fully utilize the available tools to revise and update the site based upon the demonstrated needs and attributes of its visitors. Finally, the site must be analyzed and tested regularly to ensure content is updated, relevant, accurate and effective in its purpose. Adjustments or repairs need to be made regularly as well to ensure confidence and comfort on the part of the user. With this kind of careful attention and maintenance, a website can be very effective in developing the necessary comfort and familiarity required by the visitor to actually make the trip and become a repeat tourist. Works Cited Aaker, David. Building Strong Brands. New York: The Free Press, 1996. Barwise, Patrick & Robertson, Thomas. “Brand Portfolios.” European Management Journal. Vol. 10, N. 3, (September 1992): pp. 277-285. Burt, Steve L. & Sparks, Leigh. “Corporate Branding, Retailing and Retail Internationalization.” Corporate Reputation Review. Vol. 5, (Fall 2002). Coatsworth, John H. “Globalisation, Growth and Welfare in History.” Globalisation: Culture and Education in the New Millennium. Marcelo M. Suarez-Orozco & Desiree Baolian Qin-Hilliard (Eds.). CA: The University of California Press, 2004. “Come to Germany.” Official Tourism Website of Germany. German National Tourist Board, (2009). 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