6. What benefits do social media provide firms in their international marketing
One of the advantages for social media is the ability to draw attention to the firm’s
products and services. A good website and skilful use of social media lay the foundation for
selling products and promoting the firm. Once consumers are exposed to a particular brand,
marketers then take additional steps to generate interest and desire and spur potential buyers
to action. Online social networks are an important channel through which information on new
and existing products diffuse through marketplaces worldwide. For example, millions of
consumers in Japan signed up to receive mobile alerts from McDo-nald’s, such as tailored
messages, discount coupons, contest opportunities, and special event invitations. Social
media provide myriad opportunities to develop and maintain awareness of the firm’s brands.
The sites also serve to enhance the reputation and image of well-established brands by
engaging consumers in brand experiences. For example, the German athletic shoe maker
Reebok launched a digital ad campaign aimed at teenagers in nine major European markets.