Impact of Social Media in International Marketing Research Paper

Impact of Social Media in International Marketing - Research Paper Example This essay declares that the emergence of the social media has had a powerful impact on enterprises. In the coming years, social media has the potential to change the landscape of the business environment and the way organizations conduct their business operations. Companies will have to alter the way they conduct business in order to fully take advantage of the opportunities presented by the emergence of social media. Companies that quickly understand the changes brought about by social media on customer value and customer engagement will be in a good position to realize optimum benefits from the use of social media. This paper stresses that the emergence of new technologies, such as the worldwide web, mobile devices and digital television has created a number of opportunities for businesses to produce and market innovative goods and services. It has also helped customers to get increased value for their money. Traditional marketing approaches limit the number of customers a company can reach to hundreds, thousands or even tens of thousands. These marketing techniques also require a lot of time, effort and cost. In sharp contrast, a business today through the use of computers and the Internet can reach millions of customers with minimal effort and cost. China has gone beyond the United States in terms of the leading country that has the maximum number of Internet users. Asia Pacific will have more than 500 million of the Internet population. In terms of the world Internet population, the percentage of users in the Latin American and South Pacific regions will increase and that of North America an d Europe will decrease even though the actual numbers will continue to increase (Luukka). Social media allows