Why Brands are Investing in Cross-Cultural Marketing

Amid a sea of buzzwords, ‘cross-cultural marketing’ is one phrase that every ambitious website owner should get to know. Unlike ‘multicultural marketing’, the cross-cultural variety focuses on integrating cultural differences into your expansion plan. Whereas, ‘multicultural’ simply involves targeting multiple cultural groups within a single market.

Understanding cultural differences allows brands to connect with diverse audiences and tap into new markets, increasing their global reach and revenue. Given the potential gains to be made, any brand looking to grow needs to adopt a cross-cultural approach to marketing.

In this article, we’ll explore effective strategies for engaging with diverse audiences, and show you how to handle any challenges that come your way. We’ll also discover how solutions like Weglot can accelerate your cross-cultural marketing efforts, and smooth the pathway to international growth.

Why Cross-Cultural Marketing is Essential for Global Brands

By embracing the concept of cross-cultural marketing, international brands stand to gain the following in a global marketplace:

Stronger Connections with Diverse Audiences

Cross-cultural marketing helps brands to build deeper connections with diverse consumer bases by demonstrating an understanding of their unique cultural preferences. Engaging with local communities and tailoring marketing strategies to specific needs gives a brand greater authenticity.

A prime example of successful cross-cultural marketing is Coca-Cola’s Share a Coke campaign, which personalized product packaging with popular names. Coca-Cola used names found in different targeted countries to personalize the campaign and make it relevant to local markets. And in countries like China – where nicknames are often preferred to first names – the brand adopted these points of difference as well. So instead of using local names such as Ling and Cheng, Coke fans could pick up a bottle for ‘Real Man’, or ‘Talented Girl’.

Cross-cultural marketing can strengthen your brand’s emotional connection with consumers worldwide, driving engagement and sales.

Enhanced Brand Reputation and Loyalty

Demonstrating cultural sensitivity through cross-cultural marketing can raise a brand’s reputation and build long-term customer loyalty. When brands show genuine respect for cultural differences and make efforts to cater to local preferences, consumers are more likely to view them favorably and develop a lasting relationship.

IKEA’s introduction of furniture assembly services when launching in China was a direct response to local distaste for DIY. IKEA realized that pushing its successful Western DIY model onto uninterested people was not going to make them any sales, so they partnered with Chinese assembly firms instead. By understanding cultural nuances and making necessary changes, IKEA has achieved remarkable success in China.

A Competitive Advantage

Cross-cultural marketing positions brands as culturally aware and inclusive, which can be a valuable point of difference in competitive markets. Such standout differences are increasingly hard to find, given the internet has enabled global brands to compete on price point and product range with ease.

L'Oréal’s decision to hire boy band member Yuan Wang as their brand ambassador in China was inspired by cross-cultural research, which found their target market was predominantly young people. With nearly 40 million followers on Weibo, the popular singer set the brand apart from its rivals and helped L'Oréal establish a strong presence in a new country. Discovering the specific interests, wants, and needs of your intended audience can help you pitch your marketing accordingly.

Understanding Cultural Influences on Consumer Behavior

Effective cross-cultural marketing stems from understanding the cultural influences that shape consumer behavior in different regions. When researching the needs of a new target audience overseas, consider the following cultural factors:

• Local traditions: Holidays, cultural norms, and customs play a significant role in consumer behavior and can influence purchasing decisions. Brands need to exercise cultural sensitivity and avoid missteps when expanding overseas. For example, sportswear brand Puma created UAE-themed trainers for the region’s 40th anniversary. However, the brand failed to realize that wrapping a flag around one’s feet is considered highly offensive in the UAE.
• Environmental consciousness: Environmental issues are becoming increasingly important in consumer decision-making across cultures. However, the extent to which the environment influences consumers varies from region to region – to give an example, 61% of people in Hong Kong are likely to reduce single-use plastic consumption, compared to just 28% of Americans. Brands expanding into markets with heightened awareness need to incorporate green elements into their strategies to appeal to eco-conscious consumers.
• Technological adoption: Technological adoption and preferences differ among cultures, impacting consumer behavior and marketing strategies. Different countries favor different social media platforms, and some groups of people may be more assertive in sharing their views than others. Understanding these attitudes is essential for engaging with a new target audience.
• Consumer preferences: Consumer preferences for tone, color choice, images, and information levels also vary across cultures. Consumers are more likely to engage with content that aligns with their cultural comfort zone, so marketing materials should be adapted to suit local preferences wherever possible.

Effective Strategies for Cross-Cultural Marketing

Cross-cultural marketing needs to be incorporated into the planning stage, and be strategic in flavor. Every brand should consider the following tactics when putting their own plan together:

Conducting Thorough Market Research

Comprehensive market research is a must for any brand entering a new market. It’s even more important if that market happens to be overseas, as a lack of insight can destroy your expansion efforts at the first hurdle.

Research should involve a deep dive into local consumer behavior, preferences, and cultural nuances that can impact purchasing decisions. Surveys, focus groups, and social media studies can provide valuable insights into your target audience. Analyzing local industry news stories, forums, and competitor content can also offer a wealth of information about local preferences.

By thoroughly understanding the pain points and needs of your intended consumers, businesses can develop cross-cultural campaigns that connect with your target audience and sow the seeds of a long-term relationship.

Collaborating with Local Partners

Local partners bring invaluable insights into consumer behavior, preferences, and cultural nuances that may not be apparent to outsiders. They should also have their finger on the pulse when it comes to trends, assisting in adapting marketing messages and visuals to align with audience expectations.

From a legal perspective, regional experts help businesses navigate market-specific regulations, ensuring compliance and avoiding costly mistakes. Furthermore, they’ll provide access to established networks and distribution channels, offering valuable advice when it comes to the best points of market entry. Local knowledge helps businesses build trust with their target audience and cement a foothold in a new country.

Using Hofstede’s Cultural Dimensions

With psychology being such an important facet of marketing, let us introduce Geert Hofstede and his Cultural Dimensions theory. Hofstede was a Dutch social psychologist who developed the theory based on extensive research at IBM in the 1970s.

The framework aims to understand cultural differences and tailor marketing strategies accordingly. Hofstede identified six dimensions that characterize national cultures:

1. Power Distance: Societies with a large power distance accept hierarchical structures and unequal power distribution, while small power distance cultures value equality and shared decision-making.

2. Individualism vs. Collectivism: Individualistic cultures prioritize personal goals and independence, while collectivist cultures emphasize group harmony and loyalty. For example, marketing in individualistic cultures should focus on promoting personal freedom, whereas collectivist cultures respond better to messages highlighting social cohesion.
3. Masculinity vs. Femininity: ‘Masculine’ cultures value competitiveness, achievement, and material success, while ‘feminine’ cultures prioritize care, quality of life, and relationships.
4. Uncertainty Avoidance: Cultures with high uncertainty avoidance prefer structure, rules, and predictability, while those with low uncertainty avoidance are more comfortable with ambiguity and risk. In marketing terms, some prefer lots of information before parting with their money, whereas others are simply happy to take a punt.

5. Long-Term Orientation: Long-term oriented cultures focus on future rewards and perseverance, while short-term oriented cultures prioritize immediate gratification and respect for traditions.
6. Indulgence vs. Restraint: Indulgent cultures value gratification, enjoyment, and freedom of expression, while restrained cultures emphasize strict social norms and self-discipline. Marketing to the former can be more playful, while the latter are more likely to appreciate social conformity.

Applying Hofstede's Cultural Dimensions can be challenging due to the risk of over-generalization and the fact that cultures evolve over time. To overcome these challenges, marketers should conduct continuous market research, collaborate with local partners, and remain open to cultural changes.

Using a Website Translation Solution

Implementing effective cross-cultural marketing strategies requires translating and localizing content for target markets. Website translation solutions like Weglot can help businesses accelerate the website translation process through automation.

Weglot integrates with all popular website content management systems, enabling instant website translation and collaboration between teams. Key features include:

• A first layer of automatic translation for speed.
• Manual translation refinement options for accuracy.
• A Visual Editor to ensure translations fit existing page designs.
• Multilingual SEO tools to optimize for search engines in every language the site offers.
• A translation glossary to ensure consistency.

With Weglot, all elements of a brand’s messaging can be translated and localized, from your website itself to multimedia assets and customer emails.

Overcoming Challenges in Cross-Cultural Marketing

When expanding into international markets, brands face two main challenges associated with cross-cultural marketing: language barriers and market differences. Effectively handling these will increase any brand’s chances of success! Here’s how:

Language Barriers

Communication is everything when it comes to marketing, making language barriers the biggest challenge an expanding brand will face. Fortunately, there are several strategies to overcome this hurdle:

• Technological solutions: AI and machine learning play a significant role in language translation and interpretation. Weglot leverages AI to provide accurate translations in a single click, ensuring consistent messaging across languages.
• Multilingual customer support: Multilingual customer support improves the customer experience and builds trust. Weglot integrates with help center platforms so you can offer your documentation in 110+ languages.
• Partnering with local experts & influencers: Local experts and influencers understand the language and culture of your target audience, bridging the gap between your brand and its intended market. Such collaborations can provide valuable insights into local preferences and help brands create culturally-relevant content.

Everyone.org Case Study

Everyone.org is a social enterprise helping people worldwide access innovative medicines. The brand needed to translate its website to improve communication with its international patients.

By integrating Weglot, Everyone.org quickly launched a 12-language site using machine translation, without straining internal resources. Weglot’s automated translation of new content and multilingual SEO features enabled the brand to improve patient trust, increase organic traffic by 40%, and nearly double conversion rates in some markets. That’s the power of cross-cultural marketing!

Adapting to Market Differences

In the context of international marketing, market differences include variations in consumer behavior, cultural norms, economic conditions, legal regulations, and tech adoption across different regions. To adapt to these differences, brands need to conduct market research and cultural audits. Launch consumer surveys, form focus groups, and participate in forums to gain insights into local preferences.

Localization plays a central role in adapting to market differences. Beyond language translation, it involves tailoring marketing messages, visuals, and product offerings to align with cultural norms. If you want your customers to engage with your content, you’ll need to understand them, and ensure they can understand you!

Being agile and responsive to feedback from local markets can keep your brand relevant and competing for market share. Embrace the concept of continuous learning and stay attuned to the evolving needs of your customers.

Next Steps: Boosting Your Brand’s Success with Cross-Cultural Marketing

So there we have it. As we’ve seen, cross-cultural marketing is a must-have tactic when it comes to putting a global expansion strategy together. By tailoring marketing strategies to accommodate cultural differences, brands can tap into new markets, build stronger relationships with consumers, and avoid costly cultural missteps. Such benefits can lead to increased brand loyalty, market share, and business growth, so what’s not to like?

Success in cross-cultural marketing takes time and careful planning, however. Conducting thorough market research and collaborating with local experts is essential. This work will offer insights into cultural nuances and consumer preferences, ensuring that your marketing efforts connect with your target audience.

Add a website translation solution like Weglot to the party and you can accelerate the translation process through automation and a centralized management dashboard. Using our Visual Editor and translation glossary also ensures your page designs keep their wow factor and your translations remain consistent. Add to this Weglot’s SEO capabilities and your site will be able to compete in international search.

Take the next step on your own cross-cultural marketing journey by trying Weglot today with our 14-day free trial.