Cultural knowledge is the key to unlocking diverse digital markets
Article Type: Abstracts From: Strategic Direction, Volume 25, Issue 8
Sinton J. Admap (UK), February 2009, Vol. 44 No. 2 (Supplement), Start page: 14, No. of pages: 3
Purpose – To argue that understanding cultural differences can help marketers to satisfy the varying needs of internet users across Asia. Design/methodology/approach – Interviews 6,000 online consumers across Asia on their digital habits to understand how business can make the most of the opportunities in the coming years. Findings – The average internet penetration across Asia is just 15 percent although it is growing rapidly and,with many western economies slipping into recession, Asia may represent the single biggest opportunity for growth over the next few years for global businesses but a marketer’s understanding of how to build a brand online in a western market is largely redundant in Asia. Believes that understanding what stage of internet development a country is at helps to define the degree of leadership consumers are looking to take when interacting with brands online and that the impact of each market’s social and political history on the way consumers use the internet cannot be underestimated. Asserts that by becoming sensitive to these differences, brands can gain an insight into what marketing strategies are suitable for each market. Goes on to comment on the infrastructure differences and the different needs these create and concludes that marketers need to think through how to connect with consumers in a manner that fits with their digital needs. Originality/value – Contends that the brands that will succeed are those that understand each market and each consumer better than their competitors and are able to adapt their digital strategy to exploit this knowledge.Article type: Viewpoint ISSN: 0001-8295 Reference:38AF690
Keywords: Asia, Internet, Marketing strategy, National cultures
