International marketing has existed for over a thousand years, but it’s only been for the last 100 or so that humans have studied it as a distinct field. Understanding the nuances of how different cultures respond to a business’s appeal to consumers is beneficial for all individuals who are looking for the most effective strategies in marketing, as well as anyone who has invested interest in international relations, cultural studies, and perhaps most importantly, the art of persuasive language as a whole.
The Basics of International Marketing
Understanding cultural differences is the key to being successful in all international communication, including sales and marketing techniques. The world is a vast place, and a single approach will be responded to very differently depending on which part of the world (or even region) receives it. When developing a marketing campaign, businesses must consider the following factors and how their target audience will interpret them:
- Brand perception
- Emotional triggers
- Visual appeal
- Linguistic interpretation
- Purchase behavior
- Trust and credibility
Regardless of which culture a business is appealing to, common marketing techniques at their most basic level still apply. But it’s how the business incorporates those techniques that matters. A company cannot expect the same marketing campaign to be equally effective in both Nigeria and Japan, because their responses to specific language, visual appeal, and other factors listed above will be very different.
Hofstede’s Cultural Dimensions
Various theories on international marketing have been constructed since the early 50s. But perhaps the most widely used is Hofstede’s Cultural Dimensions, which was developed in the Netherlands in the 1970s. Geert Hofstede’s theory is based on an index of cultural positions regarding gender roles, politics, traditions, religion, and many other factors. Here are the basics of his theory:
Power Distance
This dimension reflects the distribution of power within a society. In cultures with more hierarchical social structures, such as those found in India or Indonesia, there tends to be a greater acceptance of authority and unequal power dynamics. In contrast, societies like Denmark or Australia typically emphasize equality and have less pronounced class distinctions. In areas with a high power distance, a campaign that stresses upward-class mobility is generally favorable, whereas in low power distance areas, people respond better to more egalitarian messages.
Individualism vs Collectivism
Some cultures (such as China or Mexico) place value on collectivism, whereas others (such as the US or England) are more individualistic. Campaigns that relate messages of group harmony and teamwork are typically more favored in collectivist cultures rather than appeals to independence and personal success, which are favored by individualistic cultures.
Gender
Traditional gender roles are accepted enthusiastically in some cultures. But in others, they’re seen as more outdated. This contrast is essential to note when marketing any product that may be seen as more stereotypically feminine or masculine (such as cleaning supplies, cigars, kitchen appliances, or motorcycles).
Uncertainty Avoidance
Uncertainty Avoidance can also be considered in the context of directness. Some cultures, such as Germany or Greece, prefer marketing campaigns that provide transparent and honest information, but other cultures, such as Thailand or Iraq, may be more open to interpretation or ambiguity.
Long-term Orientation
The length of time a culture has existed is also an important factor in marketing. Cultures that have shown consistent traits over a long period (such as China or South Korea) will often favor messages of tradition, planning, or goal orientation. More recent cultural identities, such as those in the US or Canada, may respond more strongly with quick gratification, trends, and immediate results.
Indulgence vs Restraint
Lastly, some cultures (such as Mexico and the US) are considered more “indulgent” meaning that they are more drawn to lively, enjoyment-based advertising, whereas more “restrictive” cultures (such as Russia or Japan) respond more to conservative, duty-driven appeals.
Language and Imagery
Once the core message of a business’s campaign is identified and adapted to its target cultural demographic, the language and imagery of that campaign must be fleshed out to avoid any conflicts with that culture. For many businesses, this is the most difficult part because minor details that seem insignificant to the marketing team may play a huge role in winning over (or offending) the target cultural demographic.
In one famous example, the Swedish vacuum company, Electrolux, marketed its product in the US with the slogan “Nothing sucks like an Electrolux.” Unfortunately, the company didn’t realize that Americans typically use the phrase “it sucks” to describe something subpar or of little value.
The same goes for visual imagery. Colors, shapes, numbers, and symbolism can create subtle or even major offenses in international marketing campaigns. For example, Nike once had to recall thousands of their shoes in Islamic countries because the design on the bottom of the shoe resembled Arabic calligraphy for the word “Allah.”
For businesses and marketing teams, expanding into the global marketplace is an exciting time and a marker of a successful product. But it’s also important for them to be aware of the nuances between cultural responses before making their first attempt. Conducting thorough research, hiring a diverse marketing team, and investing in professional translation services can mean the difference between a successful campaign and an embarrassing misstep.
