How Cultural Differences Shape eCommerce Buying Strategies

In rudimentary terms, the purpose of marketing is to generate sales. We, as Marketers, need to first understand our target audience and develop a marketing strategy that will allow us to achieve our short and long term goals. One approach that I use is the 12-Week Year plan which essentially creates a plan of attack to break long term goals into manageable steps.

The 12 Week Year Plan helps us, Marketers, to generate a greater focus and facilitate urgency by making certain that each campaign action directly furthers key performance indicators ("KPIs). In order to implement the 12 Week Year Plan, we must first identify our target audience which will shape the way in which we communicate our message.

In creating an effective strategy, cultural differences are paramount to consider in order for the message to resonate with the specific target market. Factors such as color choice, customs, and beliefs play an important role when it comes to how the message is perceived and decoded by consumers. For example, a campaign that is successful in Miami may not be successful in the Midwest because consumer values, cultures, and lifestyles vary depending on the population that makes up the geographic region. A current real life illustration is McDonald's practice of customizing its menu with dishes inspired by the flavors and cuisine specific to the country in which it is operating.