Cultural Currents: Navigating New Markets

Cultural relevancy is integral if a marketing message has to reach an audience. As organizations start touching global markets, it becomes crucial for them to understand the context of their message.

In a twitter-centric world, it is easy for a message to hurt sentiments. And that is a no-go for creative messages. It should not fall on deaf ears.

Recently, on our TechTalk with Zhenya Winter , we discussed a critical yet forgotten aspect of market expansion: Understanding the nuances of the target geography.

Bridging the Cultural Gap

Entering the global market is a necessity for growth. But the perception of the organization entering new waters matters a lot. Especially if it's not a well-known giant.

A brand must make a positive mark to penetrate the market successfully. And we can boil it down to the messaging the business uses while doing so. In marketing, crafting a cohesive message can be challenging. But doing it in a place where you aren't familiar with the culture? Daunting.

It is for this reason organizations must bridge the gap between cultures and craft their messages accordingly.

However, many organizations feel that the problem in penetrating a global market is that of language. And that is a half-truth. The entire picture is hidden behind context. Cultural contexts come from years of rich history that cannot be learned immediately.

There are a myriad of communicational cues behind each context. How do you bridge the gap between your organization and the new buyers?

The answer is clear. Partnership with people on the ground.

One of the most successful advertising agencies, Ogilvy, was quick on the uptake for this. Their marketing messages are some of the most rich and diverse pieces of work the advertising world has ever seen. They manage to be heard. It's no coincidence that they have 120 offices spanning 90 countries. Ogilvy built with the people on the ground. And crafted a legacy with it.

The power of influence

Speaking of Ogilvy, their recent research into influencer marketing solves a human problem.

To understand the etiquette of a region, organizations must leverage the power of influencers of that region. As countries like the UAE and Saudi Arabia embrace influencer marketing, these strategic partnerships can bridge the contextual gap.

They have an audience and understand the richness of the culture they are marketing in. Because when it comes to an organization, trust is one vital metric for successful market expansion.

If your intended audience trusts you, they will buy.

New Frontiers

When an organization expands its horizons into new markets, it must understand the value of exploring the culture.

Businesses must not forget the value of crafting bonds with customers. It will help them understand that your organization understands the nuances of your culture and presents a viable solution.

Market expansion into diverse geographies provides an untapped potential. A chance to discover new frontiers.