Clues to Cultural Marketing
Cultural awareness is no longer a nicety for marketers, it's a necessity.
In today's interconnected world, reaching target audiences across cultures is crucial for marketing success. But simply translating messages isn't enough. Culturally insightful marketers are unlocking a new level of effectiveness by leveraging their understanding of how tradition, values, and beliefs shape consumer behaviour. This deeper knowledge allows them to craft campaigns that resonate on a deeper level, with visuals, messages, and even product offerings specifically tailored to diverse cultural groups.
Culture plays a profound role in shaping human behaviour, values, beliefs, and ways of thinking. It shapes what is considered acceptable or unacceptable behaviour within a society. It establishes norms, values, and moral standards that guide how people should act, dress, communicate, and interact with others.
Cultural traditions and customs form an integral part of people's lives, influencing their routines, rituals, celebrations, and ways of marking significant life events. The language we speak, its structure, and the way we communicate (both verbally and non-verbally) are deeply rooted in our cultural backgrounds. Language reflects the cultural worldview and shapes how we perceive and interpret reality.
Cultural norms and expectations also shape gender roles, family structures, and the distribution of responsibilities within families and societies, as do religious and spiritual beliefs, which are often culturally embedded, influencing people's behaviours, moral codes, and ways of understanding the world around them. Cultural expressions through art, music, literature, and other forms of creative expression reflect the values, beliefs, and experiences of a particular cultural group.
Cultures often establish hierarchies, power structures, and systems of social stratification that influence how people perceive and interact with others based on factors like age, gender, social status, or wealth, as well as shaping attitudes towards work, leisure, the balance between the two, and concepts of time management and productivity.
Parenting styles and child-rearing practices heavily influence how parents raise their children, the values they instill, and the disciplinary methods they use, particularly attitudes towards authority and decision-making. Cultural backgrounds shape people's attitudes towards authority figures, decision-making processes, and the extent to which individuals or groups hold power in different spheres of life.
It's important to note that culture is not static, it evolves over time, and individuals within the same cultural group may vary in the extent to which they adhere to or reject certain cultural norms and practices. Additionally, in a multi-cultural New Zealand, cultural exchange and cross-cultural influences play a significant role in shaping human behaviour and worldviews.
Marketers can leverage their understanding of how culture influences human behaviours in several ways to create more effective and culturally relevant marketing campaigns. By understanding cultural differences in values, beliefs, and traditions, marketers can segment their target audiences based on cultural factors. This allows them to tailor their marketing messages, visuals, and strategies to resonate with specific cultural groups. Marketers can adapt their products, services, packaging, and even pricing strategies to align with cultural norms and expectations, making their offerings more appealing and relevant.
Advertising campaigns that incorporate cultural elements, such as language, symbols, humour, or celebrities that resonate with a particular cultural group, can create a stronger emotional connection, and increase the likelihood of consumer engagement. Translating marketing materials, websites, and advertising campaigns into te reo and adapting them to local Maori contexts can improve understanding, build trust, and foster a sense of belonging among iwi audiences. In Aotearoa, the landscape of Māori advertising is constantly evolving, and respectful collaboration and genuine representation are key to creating campaigns that resonate with Māori audiences and contribute positively to the community.
Engaging cultural ambassadors or influencers from specific cultural backgrounds can help brands authentically connect with and gain credibility among those cultural groups, and by sponsoring or aligning with culturally relevant events and festivals like Diwali (Festival of Lights) or the Pasifika Festival and Chinese New Year, brands can demonstrate their understanding and appreciation of specific cultural values and traditions, enhancing their brand image and building loyalty.
The BNZ Auckland Diwali Festival attracts over 100,000 attendees to Auckland’s city centre, while Pacifica festivals are widely promoted through local media, community networks, and social channels to ensure broad participation and engagement. The Lunar New Year Festival in Wellington has been supported by several sponsors who recognise the importance of celebrating cultural diversity and building strong communities.
Understanding cultural preferences for communication styles, service expectations, and purchasing behaviours can help marketers tailor the customer experience, from in-store environments to online interactions, to meet cultural needs and expectations. Training marketing teams on cross-cultural intelligence, including cultural awareness, sensitivity, and communication skills, can equip them to navigate cultural differences more effectively and create marketing strategies that resonate across diverse cultural audiences.
By integrating cultural insights into their marketing strategies, companies can better connect with their target audiences, build stronger brand loyalty, and drive more successful and sustainable business growth in a culturally diverse marketplace.
READ MORE
Waitangi Day perspective on advertising to Māori
https://grahammedcalf.substack.com/p/waitangi-day-perspective-on-advertising
Unleashing the Gold Rush of Diversity in Advertising
https://grahammedcalf.substack.com/p/unleashing-the-gold-rush-of-diversity
The Culture Wars Conundrum
https://grahammedcalf.substack.com/p/the-culture-wars-conundrum