Global Marketing includes brand building, with also entails an intensely creative way of getting the message out. Many of the most established brands, (Coke, Marlboro, etc.) got their global heft decades ago by helping to invent the 30 second commercial.
TV networks have split into a multitude of cable channels, and mass-market publications have given way to special interest magazines aimed at smaller groups. It’s not surprising that there’s a new generation of branding, including Amazon.com, eBay, and Starbucks, that have huge global value with little “traditional” advertising. They’ve discovered new ways to captivate and entice consumers.
What does any of this have to do with your site? It is simple. The same techniques used by the big companies can be used by smaller companies to gain a footing in the larger market segment, thereby gaining more clients. One of the ways to do this is to have a top notch website with a Search Engine Optimization (SEO) plan to find out what competitors your have, what they are doing to their website, the keywords / phrases they are using, and how effective they doing it. Once this is evaluation of the competition is achieved, then the SEO work can be done.