Cultural mistakes

While it isn’t a global mistake, a high-ranking VP Engineering Email Lists Chrysler exec tweeted that he expected people in the motor city would know how to drive. The backlash was immediate and negative, forcing the company to make a public manage global digital marketingapology and remove the offensive tweet. Definitely, the exec misunderstood the culture he’d been dropped into.

VP Engineering Email Lists

This mistake cost Chrysler, not only in term of potential sales, but poor relations with workers who lived in Detroit. To compound the problem, this mistake is shared over and over, while people like me use it as an example of what NOT to do, extending the life of the original tweet indefinitely.

The take-away from this is to think globally as you craft content. Avoid disparaging comments about ANY culture, whether global or not. Also, put yourself in your readers’ shoes by avoiding content others might find offensive to their culture, religion, leaders, etc. Remember, it’s one thing for us to make fun of ourselves and quite another for someone else to make fun of us.

But, what if targeting global companies is part of your global digital strategy?

Well, then you have to go farther than just avoiding being offensive. You need to actively solicit visitors from other cultures.

First, let me diverge a little here by pointing out the difference between country and culture.

A country is a body of land with borders defining its territory from that of its neighbors.

A culture is a much deeper, broader group that extends across national borders. A culture commonly shares one or more of these attributes: values, religion, family structure, behaviors, cultural symbols, etc.

From my perspective, when you target global companies, you’re really dealing with cultural differences to a greater extent than country differences, with the exception of structural elements like logistical, financial, and legal requirements.

Now that we have that understanding, we can move forward.

Here’s what Gail Horwood told McKinsey about being a global brand in digital marketing

Social media is an example of something that truly requires a global and local strategy, because social makes any communication global. Setting a global communication strategy requires some pretty foundational things: content management, digital asset management, new production models that help us create and then leverage and syndicate content globally.

Leave a Reply

Your email address will not be published. Required fields are marked *