How Cultural Differences Affect Your Global Marketing Message by Ron A. Welsh Marketing across cultures worldwide is a thriving business as
world moves closer to a global economy. International companies have been marketing to countries around world for years and many have had some degree of success without ever taking cultural differences into consideration. Craft your marketing message with host country values in mind and boost your chances of success.
Understanding cultural differences is important to achieve success in any market, let alone on world business stage. While there are national and local cultures to consider, remember to address political and business cultures, when developing marketing strategies.
Sociologic differences around world largely outweigh similarities. People in global community are influenced and driven by different things. When responding to advertising, some value freedom, reward for effort and an entrepreneurial approach, while others avoid individualism like plague.
Lack of cultural considerations not only can result in a mediocre response to product promotions, but can even impact company's international image. Nestlé suffered significant international criticism when a breast milk substitute marketed in Africa was deemed to be cause of malnutrition in babies. While there was nothing wrong with their product, Nestlé was at fault because company didn't consider possibility that reduced literacy levels in Africa would result in their breast milk substitute being misused.
Tailor Message to Culture In many national cultures significant accomplishment in life is taken as a measure of success. People who meet these standards of success are regarded highly. Consequently these cultures more readily accept marketing presented to them along lines of achievement of their goals. However, same type of marketing copy presented to people who consider status in life a result of birthplace, social standing and influence (or lack of it) isn't acceptable and will get poor marketing results.
There are countries where people fear uncertainty and risk-taking, while in others "you-too-can-succeed" attitude thrives. Some cultures grimace at use of terms, symbols or even colors, repugnant in their life experiences. Different colors appeal more in certain countries, particularly in religious societies, than in others. For example, red is very much a color of luck to Chinese, but a warning sign to many other nationalities. In China, gold is almost always a sign of prosperity and success. The issue of color selection in marketing applies not only to print and media ads, but also to web sites.
Gender is a factor when considering your target market in any country, but in some societies it is more relevant than in others. If you are selling medical supplies in Russian Republic today you should be aware vast majority of Russian doctors are women. However in countries like U.S., Australia and U.K. men make up majority of doctors.
Gender esteem also has significant implications in countries like Japan, Austria and in Arab countries where males often command ultimate decision authority over females. In contrast, in Sweden female population has a much greater say in purchasing decisions.
Political Influences on Business Culture Political influences past and present can also affect way people view what they read or hear. Some people have never known, or have only recently had freedom to choose for themselves. Others rely on their governments or what they consider to be their "betters" to tell them what is good and what should be avoided. A seal of government approval in some countries will increase trust in a particular product, while in others any mention of government could lead reader to throw piece away in disgust.
