There are manifold cultures out there, which want to communicate with each other.
And companies can use this fact for their own purposes and interact with their customers interpersonally.
Before Web 2.0 companies already developed their products and communication strategies specifically for different markets.
In Germany Mc Donald´s sells more veggies than in Australia for instance- and at certain places you can order beer as well. In India , there are no Big Macs because the Hindu people don't eat beef. However, they have the Maharaja Mac, which is a Big Mac made of lamb or chicken meat. There is also a vegetarian burger, the McAloo Tikki. In fish-loving Norway , they have the McLaks, a sandwich made of grilled salmon and dill sauce.
All these product variations are due to different wishes and needs of the customers.
Today, the Internet provides a new basis to speak to various nations, cultures and diverse customers. And the question is now: Is there a general Internet communication strategy for all the diverse customers and suitors? Or should marketers and PR professionals develop different strategies for different ways of communication according to different countries and needs?
Developing a diverse customer communication on the web takes more than simply providing websites in different languages. It also requires a long-term commitment and a willingness to adjust interpersonal communication to meet the special circumstances, also of minorities. Therefore enterprises can bridge this gap and increase sales to the multicultural market by educating themselves on the differences.
According to ethnoconnect (2010)there is manifold differences in how people of different cultures communicate with each other. "Immigrant men from the Middle East often shake hands with a slight nod or bow and then exchange kisses on both cheeks. Traditional Muslim men may shake hands and then touch the right palm of their hand to their heart as a sign of friendship. Men from this country generally do not shake hands with women. They often do not introduce women who accompany them nor is it expected that you shake hands with her."
All these differences have to be borne in mind when developing an online marketing strategy.
What should PR professionals know about your home country when developing a Multicultural Online Marketing (M2.0) strategy?
Do you know of any PR measures that might be suitable for your home country but not for other cultures?
Eva (evesaintlaurent)
Shebley say…
ReplyDeleteInteresting Eva as I have tried McDonald in India before and it is so delicious and my apology to KFC as McD in India is “finger linkin good” Im Lovin It!. Anyway…Grish has raised a concern on having a non-western social networking platform. I would also like to ask you the same question Eva…Should the non-western marketers develop different strategies for different ways of communication what which has been used by the western marketers or should they just stick with what has been stipulated by their culture and just remain as the “local brand site” only?
Eva - I'm not sure if a internet communications strategy exists (Probably not - as this would be a HUGE strategy hard to manage and control). But I do believe that PRP's should develop strategies that relate specifically to the audience.
ReplyDeleteI actually heard on the radio today (an interview with a Movie Director) saying that the hardest thing to ever do in the film industry, is find the best story that can relate to the widest range of publics across the world. Something western culture (like the McDonalds beef burger you mention) are not appropriate for Eastern Cultures. This also reflects semiotics - colour's and images have different meanings to different colour's eg Red = stop/ danger/ love/ anger /communism.
This is how research becomes important to devising online strategies for a variety of cultures.
-Ash Smith
**sorry I do not remember the name of the film director or the movie. But it was featured on Triple J on 14 April 2010.
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