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The secret to success in international markets: Consider the cultural differences

By Elin Box on October 16, 2020

Are you thinking of expanding your business into a new country but do not know where to start?

Or maybe you have launched in a new country but your marketing campaigns are underperforming.

If that sounds familiar, ask yourself this: did you take the local culture into account when creating your marketing strategy?

If that sounds challenging, never fear: Webcertain’s online consumer behaviour report has just been published!

It provides information about the cultures of 38 different countries around the world.

Based on research by the renowned social psychologist Geert Hofstede, the report examines these countries through the lens of Hofstede’s cultural dimensions and explains what these findings mean when doing digital marketing for each country.

It is important that your marketing strategies take cultural differences into account, since culturally-targeted campaigns will resonate better with your target audience, have a bigger impact, and ultimately give you better results.

In contrast, ignoring cultural dimensions can not only make you miss opportunities but also damage your brand.

This report is a must-have guide for any digital marketer engaging in international campaigns who wants to ensure that their efforts are tailored to the culture of each target market.

We hope you find it useful!

What are Hofstede’s cultural dimensions?

These are six dimensions that describe different aspects of culture:

  • Power distance: The extent to which there are unequal distributions of power within a country, and the extent to which these power inequalities are accepted by members of society.
  • Individualism: The extent to which members of society are independent or interdependent on one another.
  • Masculinity: Whether people are motivated by wanting to be the best (masculine) or liking what they do (feminine).
  • Uncertainty avoidance: The extent to which members of society feel comfortable or uncomfortable with uncertain situations.
  • Long-term orientation: Whether members of society are more focused on the short-term or long-term future.
  • Indulgence: The extent to which members of society feel free or restrained with regards to indulging themselves.

Each dimension is a spectrum ranging from 0 to 100, and all countries sit somewhere on these spectrums.

By understanding where your target countries sit on these dimensions, you can alter your marketing campaigns accordingly so that they resonate more meaningfully and have a more positive impact, thereby helping you get better results.

What can you expect from Webcertain’s online consumer behaviour report?

This 219-page report gives concise, up-to-date overviews of the cultures of 38 countries worldwide.

  • Learn how each country scores for Hofstede’s cultural dimensions.
  • Discover what this means in terms of marketing.
  • Get additional insights directly from our experience helping global brands.

For 38 countries around the world, download the report today!

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Elin Box

Content Marketing Manager at Webcertain
Elin is a Content Marketing Manager at Webcertain. She is responsible for Webcertain’s Self-learning platform, producing in-depth guides on a range of international digital marketing topics. She also helps run the Webcertain blog and is the writer of the Webcertain search and social report, an annual report summarising digital marketing best practices in over 50 countries. She is passionate about educating and empowering people to make the best decisions for their business and is proud to help share Webcertain’s wealth of digital marketing knowledge with the world. Elin is from the UK.

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