The article draws comparison between brands’ domestic and international pages to get a better understanding of social media marketing across analogies.
Digital marketing is an art, an art to decipher human behavior, fit in their culture and deliver to satisfy their desires. As the prospect of globalization is expanding more rapidly on social media, resident brands have become conscious in their execution and designing their reach catering to the varied geographical needs.
Firstly, to introduce- commercialization of brands only to home country is termed as domestic marketing whereas international marketing is a wider platform as it’s stretched across catering to a range of countries, thus looking at a bigger picture. As social media observations have established that our native brands still do not reach the mark of western digital content even when it comes to the parent brand, Social Samosa thus curates a list of eminent Indian brands on social media studying their ingenuity in varied aspects in comparison to their parent handle in the other time zone.
Tropicana is a global brand that has settled itself in the refrigerator of most country super markets. Possessing a total of 1,100,553 followers on Facebook, this brand has taken their aesthetics to a far proficient level. To underline their entire package on Facebook we say, fruits have never looked so enticing, as the visuals speaks for itself it engraves a delicious stature of the brand in our minds.
Though we do not shun the social media practices of Tropicana here at home, but in contrast to its international image the brand lacks the visual and vibrant execution which could easily be possible similar to their international brand. The content pretty much stays within the box seeming to be ordinary if nothing.
Establishing them in the market as the chief caffeine chain, Starbucks is synonymous to coffee around the globe and taking lead of this dependability, the international Facebook handle of this page emphasizes on their coffee products served at their outlets. Sharing attractively framed photos of their stores and coffees, the brand poses itself to be sophisticated and supplier of the urbane.
The Indian version of Facebook’s Starbucks is more about the people than about the brand. Having 9,49,616 followers the home brand is competing with the international page holding 36,443,768 followers.
3. Coca Cola
The Twitter handle of Coca Cola is dominated by red and black, the native colors of the brand. The bottle being the protagonist in every frame, their Twitter handle gracefully attempts to position their product to visually entice their consumers. The international page covers campaigns and causes supported by the brand and maintaining a cultural diversity through their models similarly keeping their content topical.
Plate your crispy white cheddar grilled cheese and open a chilled Coca-Cola to create the perfect pairing. pic.twitter.com/pNc08Qf6og
— Coca-Cola (@CocaCola) September 23, 2016
— Coca-Cola (@CocaCola) September 13, 2016
The Indian Coca Cola page does not portray an entire difference from their global page, except for the Indian campaigns by Bollywood actress Deepika Padukone or few Indian-ized version. Apart from that the page does not per say focus on their Indian consumers by keeping their content local-friendly but posts similar content that of the international page, thus somewhere losing its own identity. But still we say, Coca Cola India is doing enough justice to its global image.
— Coca-Cola India (@CocaCola_Ind) August 20, 2016
— Coca-Cola India (@CocaCola_Ind) September 29, 2016
The brand that screams diversity and promotes globalization through its flavors have laid across their social media page in a similar pattern. Their bright hued page takes their viewers around the globe just through videos, photos and GIFs, thus personifying themselves as a the brand providing global palate.
Crisp in content and maintaining the brand personality even at home, Lay’s India on Facebook containing 3,623,710 followers is not far left behind its international page in fact going neck to neck when it comes to their social strategy. Though not specifically reaching out their local consumers, the brand overall maintains a decent presence on the digital platform.
5. L’Oréal Professionnel
Waves, braids, buns and more the international page of L’Oréal Professionnel is all about hair! Sharing blogs of hairstyles, GIFs of styling and images of celebrities the page is embellished with classy hairdos and hair hues.
The Indian handle looks rough around the edges in comparison. The gap of content execution between the global and home brand is quite evident. The brand mostly posts product or celebrity photos through carousel feature to notify their costumers about their products but does not manage to crack that intimate relationship.
Similar to a car magazine, instead of flipping you scroll through these glossy luxurious cars placed artistically as a protagonist in various backgrounds. The BMW Facebook page even unleashes the interiors of this car that echoes sophistication and utmost class.
Taking a look from the bird’s eye view, both these pages mirror each other almost giving the same information through their social media pages. It gets difficult to distinguish between international marketing and domestic marketing practices of the brand.
The fast-food chain that has snuggled a sweet spot in our lifestyle has even proved its social media worth through multiple beautifully executed campaigns. Absorbing the traits of geographies and thus flourishing itself, McDonalds has achieved the same on social media. Their international page looks bright, cheerful and resonates with their brand. No one would want to miss a page that talks about fries, burgers and how.
Similar in their tonality, the Indian handle inclines towards their Indian audience, sharing distinguished content keeping their target audience in mind. The Indian page of the brand speaks volumes about domestic marketing and perfectly summarizes the difference between the two kinds. Their page covers Indian campaigns in association with McDonald’s India.
Social media marketing has widened its wings to satisfy the target audience, keeping in mind the current scenario it’s not just vital for brands to establish themselves better than their competitors through spot on content marketing but even do better than their own organizations on a global level. Deciphering domestic and international brands in today’s competitive social-verse is definitely taken into consideration.