Guides and Templates

How to market effectively to different cultures

Understanding the impact of culture in marketing communications and how to use it to your advantage

How will this guide help me and my business?

If you're trying to engage with different international markets, it pays to really understand your audience and cultural norms in each country. You will want to avoid causing offence or simply failing to engage your audience.

Investigating and understanding cultural nuance is the key to avoiding these issues, and that's exactly what this guide will help you do.

By using examples from around the world, this guide explores exactly what culture means, how it impacts on marketing communications, and what you can do to increase marketing effectiveness through developing a greater cultural understanding.

Who is the template for?

You'll find this guide useful if you're involved with shaping digital marketing strategy and communications, branding, content, or even advertising - either for your business or your clients.

How is this template structured?

This guide considers the significant impact culture has on the effectiveness of marketing communications.

In addition, we explore some of the pitfalls and provide a checklist for reviewing creative prior to release.

  • Introduction
  • What is culture?
  • How does culture impact marketing communications?
  • How to increase advertising effectiveness and avoid the pitfalls
  • Case Study: Getting it right
  • Checklist: marketing across borders
  • Summary

Resource Details

  • Authors: Fiona Lomas
  • Last updated: January 2020
  • Format: 6,000 word online guide with illustrations and checklists

About the author

Fiona Lomas

Fiona Lomas

With over 15 years’ experience gained as a senior marketer developing and turning around leading consumer FMCG brands working in UK, EMEA and Global roles, Fiona Lomas founded The Brand Detectives, a strategy consultancy focused on helping businesses to develop robust strategic plans, solve strategic challenges and hunt down growth.

Fiona is also a guest lecturer in Marketing Communications and mentor on the MSc Brand & Design Management programme at Plymouth University.

You can connect with Fiona on LinkedIn at:

Business memebrship badge icon Professional Membership is required

Access this resource now

Professional members get full access to this and other resources in the Managing international marketing Toolkit.

Learn more about Professional membership Already a Professional member? Login here Guide cover
Look inside content

Trusted by marketers all over the world

Since 2009 our toolkits have helped thousands of marketers in over 170 countries to hit - and exceed - their targets.
Will you be next?

Globe illustration
Smart Insight partner logos over 165,000 consultants, agencies, entrepreneurs and SMB's in over 170 countries.

Get better results

Make your job easier

Tenfold improvement

Learn more about business membership
Smart insights logo