Using all of the IMC information pertaining to global markets in an owned media, paid media and earned media strategy, identify what the optimal blend is of owned, paid and earned marketing communication for your company’s market entry.
Discuss how the technological convergence, the Internet, and global customer expectations have changed the task of the global marketer. Explain how the digital marketing communication tools and concepts discussed throughout this course and assignments are relevant within the digital marketplace.
Provide rationale for your strategy and include key metrics such as response rate, cost per response, cost per thousand impressions (CPM), cost per click (CPC).
“The new electronic interdependence re-creates the world in the image of a global village.� Marshall Herbert McLuhan, The Medium Is the Massage (1967)