Guest post by Charles Whiteman.
The smartest companies are always looking to reach untapped markets. These days, most are finding success by engaging new global consumers through digital channels. By communicating with online customers in their languages of choice—on their devices of choice—businesses can sell to more markets than ever before.
Marketers can face challenges during such expansions, however. Campaigns and content that works for one market often doesn’t resonate with another. Indeed, to best engage global consumers, brands need more than online linguistic fluency. They also need cultural fluency.
This nuanced take on marketing isn’t easy to master, especially when marketers know very little about their new customers. But this approach really moves the needle in generating brand trust, engagement, conversions and revenue.