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Why is an understanding of culture important in international marketing

International Marketing and Culture

Oct 30 A lot of organisations these days, if not most, have customers, partners and suppliers spread all over the UK, Europe and the world. Whilst this can cause problems of its own with language barriers etc, it also offers huge opportunities if you get the cultural differences right. To be an effective marketer across cultures and borders you first must recognise that cultural differences exist To be an effective marketer across cultures and borders you first must recognise that cultural differences exist.

Then you need to understand how to adapt your approach and marketing materials appropriately. The research ranks each country on a range of dimensions: This makes it critically important that your marketing campaigns spend time on re-assuring them any business deal is well thought out and planned, so that the potential for things to go wrong has been minimised.

Culture Plays A Vital Role In International Marketing Efforts

This can also mean that you talk a lot about your customer support mechanisms in your marketing materials, more so than you would for other countries.

When dealing with journalists from Germany, I always talk about the security features of Prezi and how safe the data is. I even had a security Prezi built in German, to talk about and showcase these issues.

  1. In 2004, China banned a Nike television commercial showing U.
  2. The Terpstra and Sarathy Cultural Framework helps marketing managers to assess the cultural nature of an international market. This gives me a unique insight into what cities and what countries are active at what times.
  3. For example, what is the role of women in a society? If you have an online business or just have a website, then spend time on Google analytics and monitor behaviour.
  4. In Uganda schooling includes 7 years of primary education, 6 years of secondary education divided into 4 years of lower secondary and 2 years of upper secondary school , and 3 to 5 years of post-secondary education. Therefore international marketing needs to take into account the local culture of the country in which you wish to market.

This small step is crucial to gaining trust. Another good example is that due to the business meeting culture in Germany, a lot of people email their presentations to the chairperson of the meeting ahead of time as a PDF. This means I need to ensure that our products PDF and emails features are promoted, as this could become a barrier to adoption if not. You need to make sure that your customer support team either has native speakers of the main languages you focus on, or ensure that your team is not only aware of, but also comfortable with, the cultural differences that they will have to deal with in a way that delights the customer.

This can also extend to your suppliers.

In addition to how you build your marketing messages there are other considerations to think about. If you have an online business or just have a website, then spend time on Google analytics and monitor behaviour. I have two windows open all the time looking at traffic by country and traffic by city.

This gives me a unique insight into what cities and what countries are active at what times.

You start to see patterns over time that some countries have longer lunches, or the lunch break stops earlier. You can see that in some cities, people generally start work earlier or stay later. This information can help a lot when it comes to planning your Search Engine Marketing SEM and can make your online ad budget work smarter.

It can also help you target which media to talk to, based on concentration of visits or product usage. Maybe you can identify where you need to target regional press as opposed to national press. To close the loop on this, you can also monitor what happens on the day of press activity.

You can start to see that certain types of content work well in one region versus another.

This again can help you focus your marketing spend and time resource more effectively. An entrepreneur who has built two businesses from the ground up, before Prezi he was the co-founder of a start-up that built a software for small business owners in emerging markets and had to pitch to investors and partners.