Since the beginning of time, people have been fascinated with books. Perhaps it is because of the way literature has been used to interpret the world and the complexities of human nature. Whatever the reason, books still enjoy considerable popularity around the globe.
Thanks to the ever-expanding digitization of information, however, books are no longer a one-way ticket to discovering new ideas and fresh perspectives. Today, people are just as likely to discover a new idea or perspective from an online article as they are from an in-book study.
This is especially the case for people working in international marketing, who can now easily access a massive amount of information from any corner of the world simply by clicking a mouse button.
The benefits of this digital nomadism are countless. Not only do online articles provide an opportunity to connect with other experts around the world, but they also allow readers to quickly and easily find what they need, whether it is a quick guide to a specific topic or an in-depth analysis of some current event.
If you are a professional working in international marketing, you will no doubt be familiar with a number of trade journals devoted to your field. From the Financial Times to the Wall Street Journal, business magazines frequently cover developments and trends in marketing from around the world.
If you are unfamiliar, a trade journal is a publication that focuses on a particular industry or field. Often times, it will focus on a niche segment of the industry (such as fashion or lifestyle) however, a journal can cover almost any topic relating to marketing, sales, or business in general.
These publications exist to provide information to people in the industry, so that they can better their own marketing strategies and effectively compete in an ever-evolving world of business. Although they are primarily written for professional marketers, anyone with an interest in the field can read an article in a trade journal and gain a good understanding of the topic at hand.
The Benefits of Online Marketing Journals
If you are a professional working in international marketing, you probably already read a number of marketing blogs that report on trends, news, and developments in your field. More and more, marketers are moving away from traditional print publications and instead turning to digital platforms to maintain a presence in the industry.
Thanks to the increasing digital nomadism of the workforce and the rise of content farms, people can now access huge caches of content on almost any subject, including marketing. With so much content available online, people are more likely to discover information that is useful to them, rather than content that is pitched directly to the reader.
This applies, in particular, to marketing specialists. If you are working in international marketing, you will no doubt be confronted with a number of unique challenges. Understanding these challenges and adapting your approach to address them are invaluable skills that will allow you to flourish as a marketer in an increasingly digital world.
How to Access and Use International Marketing Journals
If you are a professional working in international marketing, you will soon discover that access to the content within these journals is via an online, subscription-based model. Rather than charging readers directly for the content, businesses that publish these journals will make money from advertisers, who pay to have their products and services highlighted in the publications. (One of the earliest, and most successful, examples of this model is the American business magazine, Forbes, which has a sizable international arm.)
Often, these journals will also offer search tools and other directories that can be extremely useful for quickly and easily finding the content that you are looking for. In addition to this, many online journals offer social media features, such as live chats with subject matter experts or the ability to ask questions and get feedback from other readers.
Whether you are a student or a working professional, gaining access to the vast majority of international marketing journals is now easy and affordable. All that you need is a laptop or desktop computer and an internet connection.
The Downsides of Using Online Marketing Journals
While the benefits of using online marketing journals are undoubtedly great, there are several drawbacks associated with this medium.
Often, these publications are not designed for prolonged reading. Thanks to the increasing prevalence of ad blockers, people are less likely to be willing to invest the time in reading a traditional, page-by-page business magazine. (Not to mention the fact that many publications have adapted their formats to fit our ever-shrinking attention spans.)
If you are a marketer who values in-depth analysis and seeks to better understand the intricacies of your target audience, you will likely find that the occasional article in a traditional magazine is still required reading.
In short, if you are someone who relies primarily on articles in business magazines to keep up to date on developments in your field, you will still need to read a number of printed publications. Whether in-book or online, these journals will continue to entertain and educate you.
If, however, you are someone who relies primarily on social media to keep up with the latest news and developments in your field, you can now get a vast majority of your content for free. From viral trends to industry insights, the world of marketing is constantly evolving and expanding. This constant expansion makes it nearly impossible to keep up with the latest developments via only a handful of printed publications. (Even for professionals who work in multiple time zones!)
Where Do I Start?
If you are an inexperienced international marketer, the best place to start would be with the Financial Times. One of the world’s premier business journals, the Financial Times offers deep insights into the dynamics of marketing and business, as well as an engaging mix of breaking news and long-form content.
Often, a good place to start is the business section. Here, you will not only find in-depth coverage of the most relevant topics, but you will also frequently come across interesting tidbits about marketing.
If you want to understand the motivations of consumers, take a look at the FT’s highly-rated magazine, the Financial Times Magazine. On the other side of the world, the Australian Financial Review also offers a business section packed with interesting content from around the world.
Since the beginning of time, books have been the center of cultural and economic discourse. Often compared to the “the thinking person’s magazine,” a business journal still offers a window into the world of ideas, news, and trends, giving readers a chance to stay informed of developments in their field and effectively compete in today’s world. Although many people now get their news and interesting content from digital platforms, a business journal remains a solid choice for marketers who want to understand the fundamentals of their industry.