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these 3A’s lead to success? The essential ingredients include (but are not limited to):
Audience definition: Arrive at a crystal-clear understanding of the market’s needs, preferences, and behaviors. Is there a demand for what you have to offer?
Competitive research: Define the competitive landscape, clarifying market trends, potential gaps for a product or service, pricing, and appetite. Is anyone else providing what you have to offer?
Local norms: Take the time to develop a clear understanding of local norms and cultures. Select and test tactics to reflect local behaviors and preferences.Their informed take on your product and how they position it with their audience can help frame your local messaging and approach.
The importance of language
Don’t be fooled by the how to hire and retain the right kind of project manager
‘illusion of similarity’. Even a common language does not guarantee similarity of interpretation. Be mindful of the nuances of regional dialects and idioms, as well as the cultural weight of different phrases and words.
And do remember to translate and localize your website, ideally through a professional agency that understand the relevant differences and design implications. For example, text on a German website is typically 40% longer than that on an English language site. You’ll also need to take into account local currencies and local payment preferences, such as the use of mobile payments in India and many other countries. And, of course, you must comply with local regulations including data-collection and financial obligations.
Business norms
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and finesse your messaging accordingly. Who are the decision-makers? Use this to interact and inform decisions at key touchpoints in marketing campaigns.
In China, where collective decisions are the norm, you should consider providing material that people can share with their colleagues who are part of the decision-making process.
Bear in mind that it is important to be respectful of these business norms. In some Asian countries, for example, older or more senior staff expect to be treated with respect. What can seem like assertive self-confidence in one culture can come across as rude, disrespectful behavior in another. So respect these business norms in other countries, even if you don’t agree with them