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How does culture play a role in Internet Marketing? Since the Internet has a global scope and people from any country can access immeasurable amounts of information from other countries, does culturally formatted marketing apply online?
Six International E-Mail Marketing Challenges, an article by Derek Harding on Clickz.com says you can bet your money on it! In fact, when it comes to email marketing, marketers must have an elevated awareness of cultural factors in order to truly target the user that goes way beyond language translation.
According to the article, here are key points to keep in mind when engaging in effective international email marketing:
Message form. The amount of content that works well in messages varies from country to country. In the United States, when we send newsletters, it's common to only include article overviews with links to the full articles online. However, in some countries the expectation is the full content will appear in the message.
Personalization and salutations. In some countries, use of personalization and salutations (e.g., Dear Derek) can improve results. In others, it's seen as hackneyed or even a privacy invasion.
Send time. When to send is also a regional and cultural question. Clearly, the local time zone must be taken into account. So should variations in when people work. Which days constitute the weekend vary across the globe. Holidays vary from country to country, as does when people commonly take vacations.
Local norms. There are many local norms that can be entirely unexpected if you don't have local knowledge. For example, in the U.S. it's quite common to post prices exclusive of tax. In some other countries, this is simply not done and may even be disallowed by local law. In France, it's common to ask recipients to print out a form and fax it back, whereas in many other countries this would be considered absurd.
Local laws. While anti-spam requirements are the most obvious laws that apply to international e-mail, some countries may have additional laws and requirements for doing business electronically, especially related to privacy and use of personal information.
Language. The language selected does matter for international communications. However, the choice of language isn't necessarily clear-cut. Many countries use more than one language, and which languages you support can be very important. For some cultural groups, using their language may be essential; for others, it may have little effect. Some audiences may even prefer to receive communications in English rather than their native tongue. This is often the case for more technical audiences.
In today’s globalized business world, it is so important to truly have a keen awareness of our audiences when it comes to online marketing. With such diversity, standardized marketing may not always make the cut. These tactics can reduce costs, improve consistency; and since it’s easier to target online than any other form of media, the matter of true importance is to remember that people are looking for relevancy.
Six International E-Mail Marketing Challenges, an article by Derek Harding on Clickz.com says you can bet your money on it! In fact, when it comes to email marketing, marketers must have an elevated awareness of cultural factors in order to truly target the user that goes way beyond language translation.
According to the article, here are key points to keep in mind when engaging in effective international email marketing:
Message form. The amount of content that works well in messages varies from country to country. In the United States, when we send newsletters, it's common to only include article overviews with links to the full articles online. However, in some countries the expectation is the full content will appear in the message.
Personalization and salutations. In some countries, use of personalization and salutations (e.g., Dear Derek) can improve results. In others, it's seen as hackneyed or even a privacy invasion.
Send time. When to send is also a regional and cultural question. Clearly, the local time zone must be taken into account. So should variations in when people work. Which days constitute the weekend vary across the globe. Holidays vary from country to country, as does when people commonly take vacations.
Local norms. There are many local norms that can be entirely unexpected if you don't have local knowledge. For example, in the U.S. it's quite common to post prices exclusive of tax. In some other countries, this is simply not done and may even be disallowed by local law. In France, it's common to ask recipients to print out a form and fax it back, whereas in many other countries this would be considered absurd.
Local laws. While anti-spam requirements are the most obvious laws that apply to international e-mail, some countries may have additional laws and requirements for doing business electronically, especially related to privacy and use of personal information.
Language. The language selected does matter for international communications. However, the choice of language isn't necessarily clear-cut. Many countries use more than one language, and which languages you support can be very important. For some cultural groups, using their language may be essential; for others, it may have little effect. Some audiences may even prefer to receive communications in English rather than their native tongue. This is often the case for more technical audiences.
In today’s globalized business world, it is so important to truly have a keen awareness of our audiences when it comes to online marketing. With such diversity, standardized marketing may not always make the cut. These tactics can reduce costs, improve consistency; and since it’s easier to target online than any other form of media, the matter of true importance is to remember that people are looking for relevancy.
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