Marketing Beyond Borders: The Impact of Local Culture in Marketing

I've been working in the UAE for 8+ years now, having had the privilege of immersing myself in the consumer dynamics of this country throughout this time. Things like an individual's wants or needs, their pain points and preferences, pricing, etc. all intricately affect consumer behavior. With each passing year as my experience continues to evolve, I’ve come to realize that while there are many aspects which affect marketing in a region, there is one factor which I feel really doesn't get the discussion it deserves - and that's local culture.

1 – Culture, as an impact on Consumer Behavior

The way people think, the way they act, and the way they buy is heavily influenced by both the culture they’re surrounded by and the background they’ve been raised in. These factors shape a person’s values and behaviors and have a major impact on how they interact with the world around them.

And while it’s true that consumers are now more brand agnostic and less brand loyal than ever before, in the Middle East brand loyalty amongst B2B has remained fairly robust. I feel strongly that this is due to the cultural impact of the Middle East on business with regards to relationship building, respect, and trust. This loyalty transcends the conventional buyer-seller transactions seen in many other parts of the world.

While product or service quality and pricing are still important, in the Middle Eastern culture, a lot of prominence is placed into forging deep and lasting connections based on respect, trust, and mutual understanding. Organizations must strive to internalize and genuinely embrace local values of hospitality, honor, and respect. It’s not just about selling products or services – it's also about becoming a valued member of the community.

Organizations can achieve this by forging partnerships and fostering community support. One avenue I take pride in is when a business commits itself to actively supporting its community and its youth. Last year, my org participated in a youth conference organized by the American University of Sharjah in the UAE. This event, essentially a business knowledge conference, was tailored for university students and graduating high school students, with the primary objective being to introduce students to the fintech landscape by holding workshops and having open discussions with students.

While granted, university students aren't necessarily a direct target audience, our involvement was driven by a larger purpose – to build presence in the region and make a statement of communal support. Being part of the community can go a long way toward establishing the respect of a culture and building brand presence, and this is especially so in the Middle East. Forging partnerships and nurturing community collaborations prove to be valuable, offering support and fresh insights. Collaborating with local entities allows brands to fine-tune their offerings to meet community needs better. It's like having an insider's guide to what works and what doesn't.

2 – Culture, as an impact on Digital Media & Inclusion

An example of how countries in the Middle East are different than others lie in its digital medium usage. Generally, anyone can tell you that a consumer brand targeting individuals under the age of 25 would be better off publishing content on apps like TikTok or Snapchat, leaving Facebook to the parents. However, in Saudi Arabia, some may be surprised to learn that while yes, Snapchat is prolific amongst the youth as it would be almost anywhere else, 71% of parents are also active on the app using it for communication ( Snap Inc. , 2021).

In fact, Snapchat seems to have embedded itself in the Saudi culture, with the app becoming a big part of family and purchasing dynamics. Not being aware of this factor may leave those targeting parents or older individuals to miss out on a great advertising opportunity.

Looking further, we come to the use of language. The Saudi Arabia population is majority Saudi, and thus a lot of weight is placed on delivering content primarily in Arabic. Whereas in the UAE, being a majority expat population, content is generally provided in both English and Arabic, with some deliverables in other languages, such as Hindi or Tagalog. Furthermore, content is delivered using visages of the population reflecting the target audience. Both are important to note as it furthers the power of representation and belonging within the community, thereby delivering more effective outcomes.

In either case, these efforts are undertaken not only to ensure the effective delivery of content to target audiences but also to cultivate a strong sense of inclusion and genuine brand authenticity to the audience. This authenticity is critical when devising successful marketing strategies in a new region. It's worth emphasizing, though, that brands must exercise caution to ensure that their actions are truly authentic, as consumers have a keen eye for detecting insincerity.

By focusing on the influence of culture in addition to the needs, pain points, and preferences of consumers, organizations can create exceptional experiences that not only build customer understanding but drive sustainable growth and competitive advantage over others. As organizations journey to new markets, recognizing the impact of local culture on business and marketing is paramount for unlocking success.

Marketing is not one-size-fits-all; one cannot simply copy + paste. Each market is a unique puzzle, and success requires the skill to adapt and acknowledge the intricate patterns of consumer behavior and impact of local culture.

Thank you,

Nibal Halabi

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