Guide To Multicultural Marketing

Last updated 14 August 2008

Successful international marketing has several components. Multicultural marketing is one of them.

Several elements make up good multicultural marketing.

This guide will go through all of these different elements and give insights into various cultural differences.

This guide is just like all of the other Business Guides on Get International Clients.

It will be expanded and updated regularly.

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First, let’s look at how I use the terms Multicultural Marketing and Cross-Cultural Marketing.

• Multicultural Marketing refers to one marketing plan targeted to several, or “multi”, markets.
• Cross-Cultural Marketing refers to one marketing plan targeted to one culture or one country.

This guide covers both of these types of marketing.

I’ve divided this Guide to Multicultural Marketing into categories.

Before starting your Multicultural Marketing plan, you need to know:

• Where your business is,
• What you are selling, and
• Who you are selling it to.

The answers to these questions will tell you whether your marketing is more Multicultural or more Cross-Cultural. It is very easy to determine this. If you are not clear where you stand have a look at these two articles:

5 Traditional Marketing Steps To Become An International Business

The 7 Traditional Paths To International Business Development

Multicultural Marketing

Before going deeper into cross-cultural marketing, lets look at multicultural marketing.

If your business is in Export Marketing, and you sell to many different countries, you will probably use Multicultural Marketing methods.

Some companies need to start with a multicultural marketing strategy before diving into more effective cross cultural marketing targeting one country.

Use A Multicultural Internet Marketing Strategy To Develop Your International Business

Cross-Cultural Marketing

There are a few different entry points into Cross-Cultural Marketing.

• If you only sell to one country your marketing will naturally evolve into Cross-Cultural Marketing.
• If you have sell to several countries, but now have the market knowledge and are willing to invest more to get to know individual countries better, you will develop Cross-Cultural Marketing for each target country.

Basic Outline For Cross Cultural Online Marketing

Culturally Customized Communication To Transition To A Global Market Internet Business

Use A Multicultural Internet Marketing Strategy To Develop Your International Business

Mindset

You mindset is critical to your international business success. Successful Multicultural Marketing and Cross-Cultural Marketing requires the right mindset.

The Right Mindset

Different Consumer Habits In Different Cultures

How A Third Culture Kid’s Natural Cross Cultural Vision Can Power Your International Business Expansion

Trust Through Clarity And Consistency

Trust is one of the major components of international marketing. In Multicultural Marketing and Cross-Cultural Marketing your specific market knowledge should be used to build trust further.

In fact, building trust should be one of your top priorities when beginning your international marketing.

Building Trust With These 3 Changes In Your Communication Will Get International Visitors To Listen To You

Make Your Website Easy To Read For All Of Your Readers

Be Reachable By Phone To Everyone

Show The World Your Location

Publish A Glossary For Clarity And Consistency

Create Clarity With A Consistent Vocabulary

Consistency For International Business Success

Color

Different cultures respond to colors differently. You need to clarify how the colors you use in your communication are perceived in your foreign markets.

The Impact Of Color And Its Different Associations In Multicultural Marketing

Music

Audio and video are a large part of web marketing today. Don’t forget to consider cultural differences in music preferences.

Music In Cultural Differences

Target Your Global Market With A Good Understanding Of Their Demographics

Cultural Behavior Differences

The Get International Clients Newsletter has a series of feature articles on the 5 different behavioral differences. This will series will go on for 5 consecutive weeks in the newsletter.

Cultural behaviors are great to study. You can adjust your cross cultural marketing to fit your foreign target markets according to their specific behavioral mix.

Stay tuned, there is more to follow on different cultural behaviors.

• GIC Newsletter 26th May 2008
• GIC Newsletter 2nd June 2008
• GIC Newsletter 9th June 2008
• GIC Newsletter 16th June 2008
• GIC Newsletter 23rd June 2008

This is part of the Get International Clients Business Guide 4 Build Your International Marketing Strategy Be sure to check out the other useful tips to build your international marketing strategy