PUDD FILE : LOCAL business to International BRAND

AND BACK AGAIN...
Turning your local business into an international brand was the biggest goal that any new enterprise can dream of,  and remained the ambition of many national companies.Until the rise of the www. age,  trying to grow your business outside of your own environment into the realms of an international trading was an expensive and often crippling move for even well established companies,  due to the massive level of investment required to present, market and network on a global scale. 


It is astonishing therefore to see that within a whirlwind 20 year period*, there has been a complete turn around and today, any new business can afford to target an international marketplace almost as easily as it can a local one.


*The origins of the Internet reach back to research of the 1960s, commissioned by the United States government in collaboration with private commercial interests to build robust, fault-tolerant, and distributed computer networks. The commercialization of what was by the 1990s an international network resulted in its popularization and incorporation into virtually every aspect of modern human life. As of 2009, an estimated quarter of Earth's population used the services of the Internet. SOURCE: http://en.wikipedia.org/wiki/Internet


Like heating up a group of particles or molecules,  online information can invoke  Internet users to become active, excited and begin hitting together, passing on their kinetic energy and allowing the Internet to carry the messages on the World Wide Web to greater and greater extents of the population. In fact, many businesses today have reduced or are removing much of their traditional marketing techniques in favour of online marketing campaigns because the breadth of audience (or number of 'impressions') is just incomparable. 


To describe this phenomenal swing in monetary terms, figures from the Internet Advertising Bureau (IAB) and PricewaterhouseCoopers revealed that UK brands invested £4.1bn in Internet advertising in 2010, with online marketing accounting for £1 in every £4 spent.


This growth has been largely attributed to greater investments being made in video formats, social media and mobile channels; with social-media advertising alone surging by 200% year on year. Guy Phillipson, chief executive of the IAB said: "Social media has certainly had its biggest year in 2010. In the early days advertisers were a bit weary about spending in social media and now they see it as an opportunity to engage and get their advertising shared. Although it has small ad formats, if it is done cleverly is an important part of an integrated campaign."SOURCE: http://www.marketingmagazine.co.uk/bulletin/dailynews/article/1062417/?DCMP=EMC-BreakingnewsfromMarketing by Sarah Shearman, 29 March 2011, 8:15am

So here we are, with the almighty power of the social media networks emerging as the figurehead of this present phase in our www. age, we have come full circle in terms of marketing. Because it is the international brands which need to be seen as  'local' businesses today relying on the support of known 'friends' and 'followers' which they have built up to generate and multiply their brand awareness for them. The beauty of this type of 'word of mouth' marketing is that product and service are key to good business, albeit this time around it is on a global scale, but nonetheless demonstrating the return to consumer power. How refreshing.


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