Globalization, Without the Brick Throwing
Germany is the world’s third largest economy and compared to the rest of Europe, Germans are making the country the regional leader in e-commerce. In 2005 there were about 45 million Internet users and by 2008 eMarketer predicts this figure to reach 52 million with spending over $108 billion in 2008.
This is an exciting market where growth is happening. So where is the growth coming from? Mainly search and display based advertising. Email and Lead generation haven’t fully matured in the international market due to strict and unique regulations on email and telemarketing. Also, they tend to be American culture based phenomenon where we accept a greater level of intrusiveness and allow the market to regulate itself before protections come into place like the CAN SPAM act.
However, they are also growing as marketers are realizing that this is a great opportunity to improve response. So how do American companies fit into this hot bed of activity? It seems that globalization and mass integration is already happening. I don’t see people demonstrating and throwing bricks outside the offices of Oridian, Advertising.com (AOL), Yahoo or Google, but the Chinese government is giving Google a hard time. American companies are quickly focusing on the international market by buying local ad companies, and adding offices accordingly in the major markets. Unlike 1999, this time it will flourish.
The international market outside the USA is a huge place with a lot of unique market opportunities and challenges that this article can’t begin to consider, but what is very clear is that the EU-5 and certain Asian markets are primed for growth and receptive to online advertising. Luckily the standards, technology and expectations of performance are very similar while the cultural integration may not be. My recommendation is to first go on a fishing trip to the countries of interest to meet and greet those in the know. You’ll find they have the same priorities, needs and concerns about doing a good job for their client and growing the business. I suspect though you may eat, drink and be merrier in Spain or Italy doing business than you will in Beijing, all depends on what you’re looking for.
Reader Comments.
No comments yet
Leave a Comment
Pages: « previous page 1 2
Tags: China, EU-5, Europe, expansion and globalizationArticle Sponsor
More Features
-
Loading ...
Latest News
- Facebook’s IPO: You Knew It Was Coming May 18th 2012 ADOTAS - It’s been a day of superlatives, as the [...] more »
- Infographic: The Evolution of Marketing Automation May 18th 2012 ADOTAS – Marketing automation — the process of automating a [...] more »
- Welcome Aboard: New Hires at BrightRoll, AdSafe, More May 18th 2012 ADOTAS – While one internet-related company has pretty much dominated [...] more »
- Now You Can Be a Certified Digital Media Sales Pro through the IAB May 17th 2012 ADOTAS – You think you’re a digital sales pro, but [...] more »
- Adometry Leverages Attribution Data in a New Media Modeler May 17th 2012 ADOTAS – Attribution and ad verification technology provider Adometry has [...] more »
- GM Yanks Facebook Ad Spend: Cluelessness, Bad Analytics or Strategic Statement? May 16th 2012 ADOTAS – General Motors‘ announcement yesterday that it was pulling [...] more »
- Velti “State of Mobile Advertising” Report: AT&T, Apple Crush Competition May 15th 2012 ADOTAS - Mobile advertising services provider Velti has shown a [...] more »
Features
- Infographic: The ROI of Tag Management May 21st 2012
- Digital Goes Offline: Can Brands Take Back the Store? May 21st 2012
- What Does the Ideal Publisher Look Like? May 21st 2012
- Thoughts on the Affiliate Brain Drain May 18th 2012
- Infographic: Big Brands Should “Think Global, Act Global” on Facebook May 17th 2012
Spotlight
Sponsormob Leads the Way Into RTB for MobileADOTAS – For more than half a decade, Berlin-based tech firm Sponsormob has remained relevant in an industry characterized by [...] more...
Reader Favorites
Classifieds
- Business Director-IEB-Microsoft Studios (792444)
- Marketing Communications Manager, Senior-IEB-TV &
- Senior Industry Marketing Manager - Media and Ente
- MARKETING DIRECTOR (medical software company)
- Senior Product Marketing Manager
Recent Comments
- Facebook’s IPO: You Knew It Was Coming: [...] For more insights on what GM’s ploy might mean for Facebook and for the
- Facebook’s Anticlimactic IPO | LNP Studios: [...] Get more details here: Facebook’s IPO: You Knew It Was Coming. [...]
- Bob Gordon: How has this circus helped anyone other than the sand hill crowd? Has it helped
- Facebook’s IPO: You Knew It Was Coming: [...] For more insights on what GM’s ploy might mean for Facebook and for the
