Multicultural Marketing

Marketing successfully across different cultures requires a flexible approach, not a one-size-fits-all strategy.

Each country has its own unique culture that influences their purchasing behaviour, which is why you need to tailor your messages when marketing to consumers from different countries. Cultural differences are complex and aren’t just about ethnic identities; they can encompass values, traditions, class, structure, sex identity and local dialogue. Your marketing message has to accommodate such differences to ensure your product or service appeals to their motivations and is not lost in translation.

Different cultures are also sensitive to marketing styles. Some prefer direct messaging, others prefer soft-sell messages. Some are more receptive to persuasive tactics, while others want supporting information. And then there are those who are receptive to status and are totally persuaded by the “brand snob” factor.

Media channels can also differ depending where in the world you are targeting. Did you know that in some countries, social media is actually illegal or not permitted? There’s a myriad of options available, you just need to know which one to use, and how to use it. Many of the channels are blog or article based, not advert based and are written in the relevant native language. Some of the everyday channels that we work with and that you should be considering are, the Chinese Herald newspaper, SKYKIWI Forum, We Chat, Weibo, Tansuoxinxilan Facebook and the Little Red Book.