The rise of the internet seems to make cross-border activities a lot easier. More and more e-tailers are therefore going abroad. Some are very successful , others struggle with languages, currencies, payment systems, logistics and assortments. Many organizations are not convinced that national culture also has an influence. list to data In this article I will show you how different cultures can have a great influence on your online business abroad.
Culture influences almost
All marketing components. From the purchasing decision process, the customer journey, complaints, the salutation of letters and the colours to the assortment. Too much to mention in an article, so I will give a few examples. Every country has its own culture with its own cultural codes. For example, do you have any idea which product the advertisement below is advertising?
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Since you don’t know the cultural codes, it will probably take a lot of effort to decipher what product is being caseno email listadvertised. So the question is, ‘How do I adjust my online marketing efforts to have the best chance of success in the other country?’
Is there such a thing as a global culture?
Globally operating companies such as Amazon.com, Booking.com and Microsoft, but also the family business that starting with verified gambling contacts exports to Germany, have to deal with these cultural codes. Some believe that a ‘global culture’ is emerging, partly due to the rise of the internet and global brands such as Coca Cola and McDonalds . However, (scientific) research shows that the cultural differences between countries remain relatively stable over the years.