Do you want to find the best marketing tactics to develop your international markets?
Before jumping into international marketing, you first did to be aware of why there are different marketing tactics.
It is easy to think that:
- Everyone shares your definitions of marketing terms everywhere else
- Marketing tactics that work well in your environment will work and definitely not harm your company in another environment
- A good marketing practice that works well in your environment can halt all business possibilities in another country
These assumptions can be wrong. When you start off with an error in the foundation of your international marketing strategy, you will not get optimum results.
Let’s look at some assumptions that lead to confusion…
People from other countries do not always have the same definition of marketing terms.
- Even if you think your have the right translation, this marketing term might mean something different in two different countries.
- There might be other cultural influences that affect the scope or meaning of your marketing term. You might need to rethink your marketing strategy.
Some of the terms where I notice differences in definitions are:
- Brand marketing
- Cross-cultural marketing
- Global marketing
- Interactive marketing
- Intercultural marketing
- International marketing
- Multicultural marketing
These differences can be small. But when you are establishing your marketing strategy, it helps to acknowledge these differences. This enables you to find the best international marketing tactics for your business.
When coordinating with different cultures you always need to clarify definitions.
Another source of confusion I see is the difference in sophistication of marketing tactics used in different countries.
It is much easier to start at the very bottom of the basics.
No matter what marketing tactics you set up do not forget adapt the basics to your new foreign market:
- Your offer
- The positioning of your offer
- The positioning of your company
When you get these right you will usually know how to choose the best marketing tactics to open your international markets.
Different Marketing Environments
Different countries have different marketing environments.
One marketing tactic may work well in one country and may not work in other cultures.
It is easy for marketing professionals to make assumptions. But they also quickly learn to verify assumptions before approaching new international markets.
Awareness Leads To The Right Questions
Yes, some assumptions can lead to confusion.
Most marketing professionals notice when a wrong assumption is made and start asking questions to correct it almost immediately.
We also need time to notice problems. And, in practice, we do not always have this time.
Awareness is the key.
Simply being aware of the danger of wrong assumptions usually gets you to spend an extra minute or two to question the right tactic to use. Questions help cross cultural barriers.
Knowing when to ask the right questions at the right time is one of the first international skills you acquire through experience.
Photos from Shutterstock.
Filed under: improve international marketing
If you've read this far, you should sign up to receive updates
Sign up for the International Stories newsletter, and prepare yourself to manage international business