Intercultural marketing and international marketing are closely linked
Intercultural marketing is closely linked to international marketing. The latter mainly consists of planning and deploying a marketing strategy for a product or service in a set of national markets. Beyond aspects of differentiation and standardization, it is above all a matter of adapting the offer to international constraints as well as to the demand on the intervention market. These parameters can be the language, particular standards, marketing channels, current communication channels, analogous and virtual, but above all the societal values as well as the culture prevailing in this market with, possibly, local variations.
Integrate intercultural competence in the marketing strategy
Successful market interventions, website localization, product portfolio adaptation, industrial marketing projects, management of local partners.
Intervening internationally in an external market means interacting with local actors and consumers, i.e. target groups. Interacting successfully means understanding their needs in order to better satisfy them, it is grasping the cultural aspects related to consumption and the purchasing process, especially in B2B. To interact is to build a relationship with the consumers of your products and services. Intercultural marketing is therefore in the interaction. It is part of the international marketing strategy to support it throughout the deployment and guides, if necessary, its adaptation through strategic monitoring.
If Big Data and, in particular, data analysis tools like Data Mining make it possible to collect predictive data in order to improve marketing strategy, intercultural marketing sheds light on aspects that can be used either to configure your analyzes. For example to manage risk by scrutinizing the market as well as its human players and what influences their consumption habits. This is particularly true in the B2B sector, where the cultural footprint dominates the purchasing process, but also during cooperation, where the intervention of local intermediaries is often essential to break down barriers to entry, remedy the lack of reliable data, and above all overcoming cultural barriers of mental origin.
Intercultural marketing is therefore a factor of success and contributes to sustainability in international markets.
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