Written by: TFVstaff • March 6, 2024• Cultural

Cultural Sensitivity in Global Advertising: Dos and Don’ts

The success of many businesses lies in their ability to connect with and adapt to a multicultural audience. We live in the age of global business, with more and more audiences connecting cross-culturally and sharing ideas across diverse populations. Companies investing in growth must consider implementing marketing strategies that reach a broad spectrum of diverse audiences.
Global advertising bridges the gap between local and international audiences. A brand that can share a clear message that transcends borders while adjusting to the needs of different cultures is primed for growth. Successful global marketing respects cultural sensitivity without compromising brand identity. If your business is ready to expand globally, follow these essential dos and don’ts to navigate growth on a global scale.

What Is Cultural Sensitivity? Why Does It Matter?

Cultural sensitivity embraces the idea that differences exist between people, not everyone is the same, and these differences are not inherently “right” or “wrong.” A culturally sensitive mindset understands that no culture is better or worse; they are simply different.

At the forefront of cultural sensitivity is respect and understanding. Rather than one culture holding a dominant voice, multiple cultures are represented, reflecting the diversity of a global audience.

Brands that practice cultural sensitivity look for ways to adapt and integrate their global audience to ensure various voices are heard and diverse groups are seen and valued.

Effective marketing strategies strive to connect with their target audiences. Seeking to understand your target audience’s values, customs, and life experiences will guide you to create relevant and relatable messages.

It’s essential to reach multicultural consumers for your brand to experience continued growth. Multicultural consumers comprise almost 40 percent of the US population and have contributed $14 billion in sales growth. Additionally, younger generations are more likely to choose one brand over another if that brand demonstrates inclusion and diversity. Reaching a multicultural audience is the foundation for growth, and cultural sensitivity is the cornerstone on which brand loyalty is built.

Do: Create a Multilingual Website

Website localization is foundational to reaching, connecting, and maintaining a global audience. Language is critical to localizing your website. Consider the many languages of your target audiences and translate accordingly. Don’t just use Google Translate; there are often formal versions in various languages that native speakers or translation services can help with.

Local consumers must be able to understand your products and services in their native language. Creating a multicultural website can improve user experience and help increase conversions.

Make sure to translate your website’s SEO elements as well, including meta tags and titles. A user should be able to browse intuitively. If a website is challenging to navigate, they will simply click away. Overcome the language barrier with browsing that is simple for all audiences.

Don’t: Overuse Colloquialisms or Idioms

Localizing language includes understanding regional slang as well as the customary style and tone of their copy. The international implications of certain phrases should be carefully considered to avoid alienating or offending your target audience. It may be necessary to adjust the tone of your copy to reflect regional style better. Working with experts in global marketing can help you understand which types of marking are most effective so you can create copy that resonates with the local audience.

Though slang, idioms, or colloquialisms may help connect with a regional audience, it can be limiting internationally. Region-specific language can prevent broader audiences from understanding your brand’s messaging.

Imagery also plays a role in communication. Photos, icons, images, and symbols can communicate strong messages in certain regions, so pick imagery that can only be interpreted as a positive representation of your brand.

Do: Research Local Culture

Understanding each target market’s customs, values, and languages is important. Critical information may only be gained with research, affecting how well a product performs and whether your brand is received positively in the new market. When making cultural references, be certain they are positive and accurate representations. Avoid mistakes by consulting with local experts and choosing native translators.

Research thoroughly before creating content. Working alongside a global marketing agency, such as InnoVision Global Marketing, can help navigate you through this process. Show your content to test groups and measure what works and what may need to be adjusted. Effective global marketing includes constant learning and adapting to different cultural audiences.

Don’t: Overlook Different Holidays and Seasons

There isn’t a single holiday celebrated globally. New Year’s Eve comes close, though some celebrate it at a different time of year. Seasons also vary extensively, with winter weather in Canada differing wildly from winter weather in Australia.

When creating promotions, remember to include your international audience. Celebrate local holidays, including promotions that focus on their current seasons. Creating regional-centric promotions includes your global audience, inviting them to be a part of your brand’s identity.

Do: Customize Content

Create content that is specific to each target market. Multicultural audiences should be represented so you should include marketing as diverse as your audience. Position your business into a global market by adapting your medium to these different cultures, ensuring your messaging resonates with each region.

To reach an international audience, consider:

Partnering with local influencers and networks to ensure content is relevant, language is precise, and your brand is verified by trusted influencers.
Using social media platforms that are popular regionally. Research which platforms are most popular region to region, in addition to globally recognized platforms such as Instagram, TikTok, and Facebook.
Implementing international SEO. Optimize your website so search engines can correctly identify your target countries and the languages your business uses.

Don’t: Compromise Brand Identity

It’s important to have cohesion across all markets. Brand identity is deeply personal to your business, and its recognition is crucial to brand loyalty. Experts in global marketing understand how to adapt to international markets while maintaining brand identity. Cohesive imagery and messaging across local and international markets help foster positive relationships with your customers, building a trustworthy and recognizable brand.

Expanding your business globally can take time and effort. Experts in the industry like InnoVison Global Marketing can help you identify key markets, navigate the complexities of global expansion, and leverage their resources to create culturally sensitive, relevant, and engaging content, all while preserving your unique brand identity, which made you successful in the first place.

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Last modified: March 6, 2024