Although it is rarely discussed in smaller businesses, analyzing the cultural differences between your customers can help in developing targeted marketing strategies. Cultural differences naturally exist and can greatly influence your marketing. Cultural differences may include customer locations, beliefs and cultural norms, lifestyle, income, and many other psychographic and demographic parameters.
Additionally, it is important to consider online customers and the environment and culture of your website visitors as they often have a wider reach than brick-and-mortar locations. No matter the location, you may have to acknowledge cultural differences if you decide to change the way you do business, or if you plan to expand online, or to another region.
The targeted customer for your business was likely determined by who your business would like to attract. You should target your marketing efforts toward those individuals and businesses who would most likely utilize your products or services. If you want all customers and ethnicities to purchase services from your company, you may need to analyze your marketing strategy and determine how to make it attractive for all groups and cultures. The best method to understanding your customers is to conduct marketing research, which is discussed later within this book.
— For more lessons like this, purchase your copy of Act Like a Business: Think Like a Customer by Dr. Elijah Clark from all major bookstores. —
Dr. Elijah Clark (December 20, 2022). Cultural Uniformity [Web log post]. Retrieved from https://elijahclark.com/lesson-160/