MARKETING TACTICS IN INTERCULTURAL COMMUNICATION

The intense competition resulting from the increasing diversity of products and services is paving the way for the evolution of sales and marketing processes. In this process, companies that use digital tools efficiently and take strategic steps when entering global markets can gain a competitive advantage through customer loyalty. Reaching out to a wider audience through global marketing has been a key focus for entrepreneurs and businesses in recent years. Religion, language, race, traditions and other cultural differences play an active role in marketing processes and have an important place in determining strategies.

To be successful in reaching this audience, it is therefore necessary to know marketing tactics in intercultural communication.

What is Global Sales?

Nowadays, as globalisation comes to the fore with technological developments, expanding sales territories is one of the priorities of companies and entrepreneurs. Global sales, which means selling the product or service in different countries, is very important for brands in the international market. Companies that want to stand out in the international commercial system, where competition is increasing, need to create an advanced sales network to reach potential customers living in different countries. 

What is International Marketing?

Whilst in previous years the concept of sales was at the forefront, with increased competition in global trade, brand awareness and customer loyalty have become priorities for many companies. This has brought the concept of global marketing to the fore. Unlike the concept of global sales, international marketing is the work done to increase brand awareness. It refers to the development of strategies that take into account the culture, language, trends and behaviours of the target audience and the appeal of the brand to a wider audience.

Global Marketing Strategies

It is important for companies to implement global marketing strategies correctly in order to promote their products and services in the global market, increase sales and ensure customer loyalty. Here are the strategies you can use to increase your brand awareness:

Analysing Different Cultures

One of the most important keys to success in a competitive market is undoubtedly audience analysis. A good analysis of different cultural groups allows brands to offer the best products and services by interpreting the needs of the target audience. By conducting a detailed target audience analysis, you can learn the nuances of that culture and discover which product or service has the potential to stand out in the global marketplace.

Localise Products and Services

You can localise products and services to suit the culture, language and preferences of your potential customers in your target market. By adapting the product/service you offer to the cultural differences of your customers, you can create a bond with your potential customers. Effectively adapting elements such as language, colour, advertising, etc. to the culture of your target market will provide a competitive advantage in your marketing efforts.

Use a Consistent Brand Voice

To build brand awareness and customer loyalty in the global marketplace, you need to create a memorable brand image. While you may have personalised options for different cultures, it is important to have a common tone in some of the elements you use to make your brand memorable. Packaging designs, colours used in advertising, social media language, your brand name, logo, etc. Being on the same page is one of the keys to success in global marketing.

Increase Engagement with Digital Marketing Tools

Use effective communication tools and provide quality products and services to increase brand loyalty. Create effective content that addresses the cultural elements and needs of your potential or existing customers. By effectively using digital tools such as social media platforms and blog sites, you can share your brand story with your customers and extend your brand awareness beyond borders.

Selling Through Online Marketplaces

It is clear that every successful brand that has taken its place in the global marketplace reaches its customers through different sales channels. As digital tools and technologies continue to evolve, the effective use of these distribution channels is a key advantage in increasing brand awareness. In addition to traditional retail and distribution, you can strengthen your position in the global market by being visible to different cultures in online marketplaces, search engines and social media.

Using Customer Service Management (CRM) Tools

Ensuring customer satisfaction is crucial to standing out in the fiercely competitive global marketplace. The tools you use to communicate with different cultures, promote products/services and solve problems are some of the methods you can use to increase brand loyalty. Customer service management allows you to better understand users from different cultures and provide personalised service. By using CRM systems that offer services in different languages, you can communicate effectively with your customers in the global marketplace and increase the reliability of your brand.

Adopt an Innovative Approach

Adopting an innovative approach to all areas of marketing is an important element in making your brand stand out, regardless of cultural differences. Consider how your product or service can meet the needs of your target audience and what you can offer your customers that is different from your competitors. Try to keep your international marketing nuances up to date by following innovations and customer expectations in your sector. In today's world of increased consumption and choice, customers will be open to new products and experiences.