Internet Marketing Priorities: General Info

As a marketing medium, the Interne: is the easiest, most cost-effective route to global marketing, There has never been a single medium that, even at its inception, offered this promise. The Internet is very much a medium that already has the infrastructure necessary to serve interna-tional markets trom trie United States, and to encourage businesses from Outside the United States to market their products and services here. Now, how does all of this impact b-to-b marketing?
If your company has any kind of substantial sales revenue, chances are there already is an international marketing component to your business. As a matter of course, most U.S.-based companies extend their marketing activities into Canada without hesitation. Various sources report that over half the Canadian population now have Internet access. (Here s an interesting aside Time and again, Canada proves to be fertile ground for marketers of computers and other information technology products. My experience has been that direct mail response rates from mailings directed to Canadian prospects outpull U.S. response rates, sometimes by as much as 2 to 1.)

Alter Canada, the next market many U.S. companies seem to pursue is the United Kingdom. Logic tells us it is because of the commonality of the English language that England, Scotland, and Ireland are prime targets, with Australia and New Zealand close behind. These markets are also exhibiting burgeoning Internet usage.

Depending on the geographical distribution of a company’s sales offices or distributors, the rest of the world may change in marketing priority. Certain European countries may be next in line. Latin America may show the most promise for some. IOC projects e-commerce in Latin America to hit $8 billion by 2003, with 19 million users. The Pacific Rim may be a likely target. Japan, Hong Kong, and China are certain to be tantalizing markets for larger U.S. companies. The point is that U.S. companies have already established a strong foothold beyond the boundaries of the United States. Taking full advantage of the global economy is nothing new for them. What is new, however, is the global marketing impact of the Internet. The Internet truly flattens the world. The rate of growth in Europe is impressive, but even more so in the Asia Pacific region.

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