Monday, June 15, 2009

Global Marketing - It's not just about US

In an interesting article from AdAge.com: http://adage.com/digital/article?article_id=137295
global marketing raises an eye as marketers become more and more aware of who is doing, or more appropriately "where" the clicking is taking place - and the costs that are incurred because of it. Interestingly enough, "the international pull of the web has been felt strongest in search, social networking and video sites." These are the very areas that marketers are having the hardest time reaching.....however, "the reality for most websites is that international traffic represents more of a cost than a source of revenue. "They're getting 70% of your impressions [from international] but it becomes 5% of their revenue, if they're lucky," said Tyler Moebius, CEO of ad network Adconion" Learmonth's article also sites an online video provider that purposely blocked international countries to stop its costs from rising. It seems that the answer not only lies in how to market on these particular sites, but now it seems like the greater challenge will be reigning in the international market and how to get them to become better consumers not just bystanders. The person(s) who figures that out will not only reach US, but the entire world.

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