Multicultural Marketing

Read this article about international communication tactics, using themes and images that transcend cultural differences. If you publish a website, you are positioned to reach a global audience. English may connect those in international business with a common language, but we still need to be sensitive to cultural differences.

Skills required

It is suggested that the following skills are required in the field of multicultural marketing.

  1. To spot patterns that allow subcultures to be grouped together, so that a common marketing strategy may be extended to several subcultures in a group ("transcultural" marketing)
  2. To develop a distinct marketing strategy for each subculture, if there is a significantly distinct cultural dimension that is important to the specific culture (multicultural marketing)
  3. To further segment audiences in a subculture, if needed, in terms of cultural affinity, cultural identity or acculturation level (tactical adaptation within a subculture)
  4. To develop parameters of culturally acceptable marketing stimuli; and
  5. To establish a protocol for measuring cultural effectiveness of the stimuli.

This process is also known as ethnic marketing.