Marketing News

The AMA's flagship publication

The August 2017 issue of Marketing News is now available.

The world is a different place than it was 20 years ago. We’re able to speak to people across the globe instantaneously. We can get whatever we want, from wherever we want in the world, overnight. Anything you want to know, you can find out in seconds. Between planes and computer screens, we can see the other side of the world in a matter of moments.

“The world felt larger when the internet was small,” writes staff writer Hal Conick. “Twenty years ago, 33% of internet users were in the U.S. while less than 1.5% of the world’s population was online. American marketers lived in solipsistic times; other countries barely mattered if they mattered at all.

"Now, people from Cuenca, Ecuador, to Subang Jaya, Malaysia, to Chicago can reach into their pockets to instantly watch videos, read thoughts and order products from across the world. The internet’s population has watched the world shrink to a size small enough to fit perfectly in the palm of the marketer,” Conick writes.

Indeed, the smartphone has changed everything. What was once accessible to only a few—the internet—now connects us all. In this issue, we explore how globalization has influenced how we market everything across the globe—from live streaming and chat bot services to seltzer water and ice cream. 

How has the shrinking Earth affected your work?
 


Molly Soat

Editor in Chief

 

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