Globalization is an inevitable process in the 21st Century, and so is the cross–culturalization. The world is becoming more and more homogeneous, and distinctions between national markets are not only fading but for some products its disappearing. This means that marketing is now becoming a world common discipline.
However, the differences among nations, regions, language, ethnic groups, etc. still exist in the marketplace and having obvious impact on the marketing practices of the business organizations. Below are some tips on marketing cross-culturally.
#1.Learn Your Culture
Whether you are working in a different country or just a different city, it is essential to understand the specific culture in which you are marketing your products or services. First, it is important to learn how they advertise and what forms of marketing is common. One way of learning is to ask respectable and reliable locals on what they like or do not like about specific ads. Next, go to a coffee shop and show your server a couple of ads side-by-side. Ask them their thoughts about each one. Make sure they are specific on why. This will help you have a local mindset when create marketing content and strategy.
#2.Understand Your Company’s Vision
Every business is built on a foundation. If you are marketing for a business, you need to know their ideals and mission to be true to what they want. Many mission statements identify the type of business they are, the products or services they sell, or the target market and customer base they’re seeking. Understanding you company will help you create experiences for your customers to get personal with the brand.
While you are embracing the mission of a business, also be creative with the company. Recreate the vision of the company in a way that has never been done. If a restaurant is focused on the family aspect, try to incorporate engaging family ads or fun, enjoyable experiences displayed inside the restaurant. Remember, the culture and mission have to blend into a beautiful, engaging ad.
Cross-cultural marketing is international marketing on a personal level. Consider cultural differences when planning marketing campaigns. Realize the need for a balance between localization and globalization. Most importantly, implement strategies that respect differences while seeking to unify brand messages.
When a business does not fully understand another culture, bloopers will inevitably occur. It is imperative that businesses understand different cultures and norms to utilize cross-cultural marketing successfully. Humbly learn about the culture. Engage with locals. Listen before talking. See what works and tweak what doesn’t. Overall, do not push your preferred form of marketing when it is not effective to another community.