Cultures with a high uncertainty avoidance, such as Germany, want clear instructions at a detailed level to prevent mistakes. Preferably by an expert who offers certainty. Think for example of the expert in the white coat. A solid quality mark also does a good job of removing uncertainty.
Look at the commercial below. Not speaking a new language well leads to insecurity, because you can make mistakes. And making mistakes is bad. The most important motivation to learn a foreign language is to avoid mistakes. The motivation for that is not to make new discoveries or to meet new friends.
Even though the goal of advertising is ultimately to buy the product
A there are different advertising styles in every culture. In Japanese advertising, you first make friends with the audience, you prove that you understand their feelings. Show that you are nice. Consumers then want to buy from you because they feel related to you, because they trust you. For example, look at this Japanese commercial about Subaru.
The story is about the son who left after a fight and now comes home as an adult with a girlfriend and his own car. In the entire commercial, no information is given about the characteristics of the Subaru. Family values play an important role. The son’s own choices are again appreciated by his parents.
In American commercials, you show the audience in
A which aspects the brand is different and why it is better than others. You show concrete advantages/reasons to list to data buy the product. Because you have been given the good specifications of the brand, you get a good feeling. And you ultimately want to buy the product. In short, the sales style can also differ per country.
Conclusion
Surprisingly, the insights of the well-known intercultural scientists (Hall, Hofstede ) only penetrate the online world in small doses. The ‘invisible’ cultural aspects can unnoticed have a great influence on parts of the marketing. The right ‘tone of voice’, the right examples that strike an emotional chord, are difficult if you were not born in the country itself. You can also unintentionally make a completely wrong impression, for example because symbolism is interpreted differently.
Before you copy your own website to another country it is wise to look at what the local competitor does differently. And ask yourself whether this ‘strange’ difference for us may have a deeper background, rooted in the culture of that country. That is why you should always use the china numbers advice of someone from the culture itself when first designing a website or new online marketing campaign. And then first test it thoroughly with local users upon delivery. In addition, unlock new opportunities with namibia phone number lists you can also have your staff who have contact with other cultures trained by specialized agencies. In this way, you have the best chance of success with your cross-border activities.