Cross-cultural marketing has become incredibly important in recent times. We are witnessing a trend where cultural diversity in content is on the rise. Whether you are an SME owner or a marketing professional, you need to understand why a cross-cultural marketing strategy in 2022 has become a necessity. According to census data, the population in the United States has become more multicultural than ever before. Therefore, to cater to a multicultural audience, you need to learn more about them and make sense of everything that is happening to stay relevant.
The Importance of Cross-Cultural Marketing, Especially in Diverse Countries like The US
Diversity has allowed America to become a superpower. It is the backbone of the country. When we consider American culture, it becomes clear that the mighty nation has been influenced by ethnic heritage, food, and music since its independence. The consumers in the country tend to be diverse and prefer to interact with companies that are able to reflect the world around them.
Although DEI (Diversity, Equity, and Inclusion) are integral to the success of an organization, many companies fail to be diverse and end up falling behind. Even though it is critical to invest in inclusion and diversity, many brands simply consider it as a checkbox. You must invest in research to gather valuable insights into the diverse segments that you target. Often, even market agencies are unable to support diversity as they are not immersed in different communities. However, it can be difficult to cater to a diverse audience and expand your reach without cross-cultural marketing in 2022. It is due to this reason that many brands simply drop diversity or allocate a small budget for it.
Increased Usage of Online Translation Tools
Cross-cultural marketing in 2022 should not be overlooked as there has been an increase in the use of online translation tools. Research shows that people are using these tools to translate text and make sense of the online and physical world. In fact, translate is one of the top 3 search queries on Google. Hence, you need to invest in cross-cultural marketing.
Global TV Content
Ever since Netflix released Squid Game, the series demonstrated that non-English-language content is extremely popular. The show was watched by more than 100 million people within the first 4 weeks of its launch. However, there are many other non-native-English shows that have also gained widespread popularity such as Ugly Betty, Who Killed Sara, and Money Heist. As for native English speakers, they prefer to stick to the dubbed version instead of relying on subtitles. Similar to how Hollywood has been exporting culture, K-Pop is exporting its own culture which is being adopted across different countries including the United States.
In addition to TV content, people are also interested in foreign music. They are increasingly interested in songs in different languages. For instance, Spanish and Korean music ranks at the top. Spotify and YouTube have shown just how interested people are in different cultures.
The takeaway from the current trend reveals that culture is becoming more fluid. Language is no longer a barrier and people are comfortable consuming content in different languages. Thus, there is a wealth of new opportunities that you can take advantage of by investing in cross-cultural marketing in 2022.