The world has now become a global village, and we are all connected strongly. The businesses are looking forward to growing across the borders to increase their share and revenue. However, it is not as simple as might sound. There are some challenges that businesses face when they begin to expand globally.
There exist 195 countries around the globe, and in those 195 countries, there are thousands of cultures. Every culture is composed of varying lifestyles. The variance in cultures makes marketing difficult. This is one reason why international marketing has been gaining huge popularity in the past few years. The role of international marketing is pretty complex and confusing, which is one of the reasons why it often makes certain mistakes. The best way to overcome those mistakes is to understand and rectify them
We have gathered all the common mistakes that are made by international marketing relating to the culture.
Neglecting the terminology
As every country has its own specific language, some words are found common in a couple of languages, but their meanings differ. The issue that arises here is that what might symbolise a positive statement in one language, can be perceived as a negative statement in another. Therefore, it is imperative for marketers to comprehensively understand the local language, prior to publishing the marketing campaigns.
Divergent meaning of colours
Every culture has different meanings attached to every colour. What might be perceived as a happy colour in one culture, might be perceived as a sad colour in the other country. Therefore, before using any colour, make sure to do cultural research on that specific colour.
Usage of international language
One issue that arises in many international marketing campaigns is that one language is used for all the culture, which neglects the languages of the individual culture. Some cultures strongly oppose the usage of foreign languages and refuse to accept international languages. What can be done in order to overcome this challenge in international marketing is that languages should be customised for individual countries and cultures.
The variant meaning of humour
This is one of the most serious issues that could be faced by international marketing, a joke or an act which is termed as funny in one culture, might be labelled as unethical or turn out to be unacceptable in the other culture. The biggest example here is of Donal Duck, which is one of the most famous cartoons by Disney, was banned in Finland because it did not wear any pants. It is recommended for businesses to deeply study the culture of the place where they plan to launch product or services.
The messages might have different levels of perception in every culture. Some messages are easily understood in certain cultures mainly because they have strong stimuli for connecting to the message. While on the other hand, that same message might not turn out to be very clear for the audience of the different cultures.
When you are designing your next international marketing campaign, do keep all of these points under consideration and try to cope up with these challenges.