Travel Industry Marketing Conversations

by the folks at ITI Marketing, Inc.

  • Find us!

  • Enter your email address to subscribe to this blog and receive notifications of new posts by email.

    Join 10 other followers

  • Subscribe

  • Newest Twitter updates

    Error: Twitter did not respond. Please wait a few minutes and refresh this page.




  • Add Blog to the Marketing Blog Directory
    List your blog on the Internet's biggest and best Marketing Blog. The Marketing Blog is the premier source for the finding and posting marketing related blogs. Join for FREE!



  • TopOfBlogs

Don’t Get Lost in Translation

Posted by TeamITI on June 26, 2009

nationalitiesCassandra Jeyaram, PhD, Social Marketing Manager, Global Consumer Marketing at InterContinental Hotels Group, offered this key takeaway as marketers think about how to engage consumers and prospects online: “Be transparent and make a commitment. One of the biggest mistakes I see companies making is that they’ll set up a Facebook page or community and then ignore it. Social marketing tools are designed to build and foster relationships. They need nurturing and attention. Failure to connect and engage in a transparent way can lead to extremely disappointing results — not to mention wasted resources.”

In this age of globalization, there are important social, linguistic and behavioral differences between even the most similar of cultures, of which marketers need be aware as they try to expand their customer base beyond the US. I am reminded of this daily as I venture out in London. Someone always asks me, “Are you okay?” To an American, such a question might seem off-putting, as if the other party is in possession of some insider knowledge that I have been ailing in some way. However, after living in London for almost a year, I realize that this is the British way of asking “How are you doing?” and I answer accordingly: “Fine, thank you. You okay?”In short, is not simply enough to engage with Brits in the same manner as you’d engage with Americans, or with Australian consumers as you’d engage with Chinese ones. While new social media channels such as Facebook and Twitter may unify global audiences, they are not yet great homogenizers — many important cultural differences still remain.

Read the three lessons to be learned by marketers who engage global communities and download an interesting study.

Advertisements

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

 
%d bloggers like this: