In addition to a much higher level of interactivity and access to the global market, the Internet media has enriched the business and the advertising environment with the trend to the Web globalization. Over the past decades, there have emerged a large number of international and indeed global brands, which promote their products and services all over the world. The interactive online and wireless technologies have provided those brands with excellent communicational, advertising and selling channels. If previously the majority of the web users came from the United States, now millions of people from the post Soviet Union countries, Africa and from the Asia Pacific region become valid online users and shoppers.
The Web globalization reports show that there are hundreds of large brands, which develop or upgrade their web sites to meet the global promotional and advertising needs of their companies. Here are some of the most popular market areas, operated by different companies, which allow them to promote their products and services on the global level: Automotive, Consumer Electronics, Consumer Goods, Delivery, Fashion/Apparel, Financial Services, Internet and IT (Software/Hardware), Manufacturing, Media/Entertainment, Medical/Pharmaceutical, Professional Services, Retail, Sports/Sporting Goods and many others.
The Web globalization permits the companies, operating those markets, to find consumers for their goods and services around the world and to promote them more successfully through adjusting their web sites' communications to meet their global trading and marketing needs. Many companies, creating global web sites, attempt to make them also functional on local levels.
However, the Internet is not the only media, used by companies to reach their target customer audiences with their advertising messages all over the world. With the development of various wireless technologies, there comes an age of more personal and interactive communications with companies' target customers. Such wireless devices as cell phones or PDAs give a possibility for consumers not only to be more selective and to receive only such advertising messages as they want to, but also to make their purchases and pay for them through the wireless connection to the web.
Nevertheless, the Web globalization presents even larger international brands with many challenges, since they have to create highly integrated brand images and reputations. Nonetheless, at the same time, they should be able to adjust their advertising communications to every local culture they work with. It means that conducting efficient communication and advertising campaigns and product promotions on different languages and with the consideration of different countries' cultural peculiarities is going to happen.
Companies face with such challenges not only in their local foreign advertising campaigns, but also in their website advertising, as global brands create their web pages on many different languages and some of them may require significant adjustments to be made not only to the site contents, but also to brands' headlines, logos and names. Certainly, besides the challenges of the Web globalization, there are also significant benefits of promoting products and brands on the global market..