How Cultural Differences Influence Marketing Segmentation

Cross-Cultural Marketing

Yesterday I wrote about how segmentation is a current best marketing practice.

• Segmentation for multichannel marketing – You need segmentation today to market to today’s consumer who uses a wide variety of communication channels.
• Segmentation is inherent to your web statistics – You need relevant marketing tactics to be able to use these statistics to improve your results.
• Segmentation is the foundation of international business development and multicultural marketing.

Cultural Differences In Perception Of Segmentation

Living in France, it is very clear to me that there is only so much you can do with segmentation.

You see, France has a cultural history of promoting human rights.  There is an obvious national pride in this and there is also other cultural consequences.  These consequences effect how society views  certain aspects of segmentation.

For example, let’s just look at what is visible…

I find racial prejudice to be much more culturally unacceptable here in France than in many other countries.  The French public figures who are against any form of prejudice seem to get much more attention, recognition and public goodwill than in other countries.  The public always rallies around when this button is pressed.

Market Segmentation Barriers In France

But it is not just about appearances.  France also has laws that were passed to uphold these beliefs.  And some of these laws prohibit the tools marketers need to carry out multicultural marketing for example.

In France laws severely limit the type of personal information you can collect, keep and use.  And this makes multicultural marketing within France a challenge.

Earlier this week, I spoke with the French Ethnic Marketer, Jean Christophe Despres.  He says that you cannot compare multicultural marketing here in France to multicultural marketing outside of France.

Yes, he helps France manufacturers sell their ethnic products to the right French ethnic groups.  But imagine the hoops you have to go through when it is illegal to have any list of people segmented by their ethnic origin.

Cultural Differences In Segmentation Of Foreign Markets

And this is an obvious example.  In other countries the limits of market segmentation may be just as real due to other cultural differences.

• Cultural differences in perception of what is right
• Cultural differences in freedom
• Cultural differences in political environments

Segmentation For International Markets

Getting back to international business development.

On a primary level:

• Country and culture segmentation gives you stronger marketing.

On a secondary level:

• You need different segmentation processes within specific countries due to cultural differences

Comparison With Current Marketing Best Practices

And if we go back to yesterday’s parallel between current marketing best practices and international marketing…

This actually follows multichannel marketing:

On a primary level:

• Segmentation gives you a more relevant message at the right time.

On a secondary level:

• Your segmentation processes within each channel will probably need to be different

Where Current Marketing And International Best Practices Meet

Interested in developing your international business?

Invest time and effort in improving your use of current marketing best practices.  In the end, you increase sales for both domestic and international markets.

What do you think?

• What difficulties in international market segmentation have you encountered due to cultural differences?
• What cultural differences have you found to effect international market segmentation?
• How do you carry out international market segmentation?

Brush up your international skills…
Read more on Cross-Cultural Marketing:

• A Future For Ethnic Marketing
• Cross-Cultural Web
• How Cultural Differences Influence Marketing Segmentation
• Marketing Segmentation Grows Both Sides Of Your International Business
• Sophisticated Marketing Methods And International Sales
• Why International Marketing Needs To Do More

Use these skills in your international tactics on the…
Get International Clients International Sales Road Map:

Multicultural Marketing • Do you know the difference between Multicultural Marketing and Cross-Cultural Marketing… and when to use them? Find out more in Step 4 on Get International Clients

Tagged as: developing international business, increase sales for domestic markets, increase sales for international markets, international marketing, marketing best practices, segmentation, Where Current Marketing And International Best Practices Meet