The global battle for the hearts and minds of consumers is growing more heated by the day — especially in the realm of online marketing. Lured by the potential for staggering revenue gains, companies are pushing across the international landscape in a big way. Expanding their internet presence into new global territories are companies such as Baidu (Chinese search engine), which soon will be establishing an office in Brazil; Twitter, with plans to open its third international office in Ireland; and Netflix, which has launched streaming services in Latin America, the United Kingdom, and Ireland.
Success in the international arena will require more than traditional marketing strategies, however. Businesses intending to strike gold must formulate a region-specific approach that takes into account the cultural behaviors and customs of a target locale, as well as the area’s level of technological sophistication. For instance, smart phones have less than 20% penetration in emerging international markets. Such advance info is crucial to any company intending a smart phone campaign in these regions. Ultimately, a cultural knowledge base will serve as a filter through with products and services can be marketed to a region’s unique mindset.
Judging by the torrent of questions presented at a recent conference, company executives from China, Korea, Europe, and Japan definitely are doing their share of culture-gauging. Fired up with healthy curiosity, these business leaders wanted to know everything possible about the behavior and character of U.S. consumers and businesses.
This insatiable desire for enlightenment clearly points the way to a future of robust information exchange among businesses vying to rule the digital universe. Inevitably, winners will emerge from this fierce international battle. And you can bet your bottom dollar that the leaders will be those with the strongest cultural connections.
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