Should International Marketers Standardise or adapt their Communication in Overseas Markets? Introduction The global marketing arena continues to be characterised by different competing contents and voices from marketers. Factors such as customer awareness, increased product varieties, and technological advancement have diversified marketing communication. This competitive and dynamic international business environment has made businesses realise that customer needs cannot be met using a single communication approach. In this light, the need for Global Integrated Marketing Communication (GIMC) comes in handy. Global integrated marketing communication referrers to the application of varied methods of well-organised brand promotion to achieve optimal marketing objectives across international borders. However, as companies of the 21 st century compete to achieve optimum global integrated marketing communication value, the question of whether international marketers should standardise or adapt their communication in overseas markets arises. Therefore, it is the interest of this paper to explore the topic of GIMC in the light of the above question. Development of Global International Marketing Communication According to Lee and Park (2007), one of the factors that led to the development of GIMC was reduced credibility and impact of marketing messages in the global markets. With the increase in marketing messages in the international media and other communication channels, the intended impression and effect on the customer began to decline. Customers of the 20 th century were bombarded with multiplicity of marketing messages to a point where paying attention to all of them became impossible. Lee and Park (2007) confirm that the use of one-sided message in marketing could not achieve the intended impact on the target markets. There was a need for both local and international companies to adopt a more integrative approach to marketing communication. For example, companies needed to use a multiplicity of marketing approaches such as public relations, sales promotion, and advertising to maximise their appeal to all target markets. This move ensured increased frequency of demand amidst a sea of other competing messages. According to Shafiulla and Babu (2014), another factor that has necessitated the adoption of global integrated marketing communication is the reduced cost of accessing market databases. With the advent of global information communication technology, it has become cheap to access, store, and retrieve important markets databases. For example, one can access the name of a specific target market, for example all teachers in a particular country. This accessibility makes it possible to use customised marketing messages through mediums that appeal best to a particular market. The approach and access are also made easy. For example, one can use public relations techniques to appeal to a particular sector of the market and/or follow it up through social media messages. Increase in client market knowledge has also enhanced global integrated marketing communication. The world literacy levels have continued to raise customer knowledge about marketing approaches such as advertising, public relations, and sales promotion. Customers in the modern global society understand policies, strategies, and guidelines of advertising, public relations, and other marketing methods (Gould, Lerman, and Grein 1999). Such customers have also realised that companies can use their methods o