Despite the fact that globalization makes it seem like we are all on the same page culturally, the truth is cultural differences are still a highly sensitive issue when it comes to content marketing.
What may appear innocuous in one country can translate offensively in another. For example, Dunkin' Donuts was forced to apologize after an ad in Thailand featuring a woman in blackface was used to promote its "charcoal donut." Although this ad was clearly and absurdly racist, the Thai CEO for Dunkin’ Donuts failed to see the problem. It wasn’t until the brand’s chief communications officer stepped in that the ad was withdrawn.
Although a picture may tell a thousand (insulting) words, text is a different matter. It’s the nuance that can get marketers into trouble. In terms of content, it’s important to truly understand your audience so you don’t make mistakes, like the one Pepsi made in China when the brand translated the slogan “Pepsi brings you back to life” into Mandarin as “Pepsi brings your ancestors back from the grave.”
Sometimes simple common sense is enough to avoid marketing blunders but often it’s nearsightedness that gets companies into trouble. Given that we live in a politically diverse world, less can often be more when it comes to promoting a brand.
Case in point: American businesses, such as Chick-Fil-A and Hobby Lobby, that alienated not only LGBT and female customers by weighing in on such issues as same sex marriage or contraception, have learned that sometimes it’s best to keep in quiet in order to not estrange the many who may disagree with you. The blowback may not be oftentimes apparent in terms of profits—as was the case of Chick-Fil-A which, despite the bad PR, still managed to boost sales after their questionable defense of the “traditional family”—but the pendulum can often swing back to knock you down and even bankrupt you, as has been the case with small businesses who’ve refused to cater gay weddings.
So what can companies do to keep their feet out of their mouths and their money in their pockets?
Keep It Simple
Although studies show that demographics are changing annually, it is important to keep all potential consumers in mind when creating content. In the U.S., millennials — about 43 percent of whom are not white, according to Pew Research — account for a growing piece of the consumer pie. Therefore, keep your message on point, keeping in mind that your target is not defined by color, creed or political affiliation, but rather by a common interest: what your brand has to offer.
Don’t Make Assumptions
The biggest mistake most brands make is thinking their demographics can be categorized. For example, African-Americans clearly produce most hip-hop music in the U.S., but it is in fact suburban white men who consume rap music the most – 80 percent to be exact, yet music marketing tends to focus on the stereotypical ‘bling’ and ‘swag’ that marketers use to define urban black culture. The result has been that some artists have taken control of their own content marketing.
In 2013, Beyoncé broke all the rules (and at the same time all of the records) when she released the fastest-selling album ever worldwide by surprise on iTunes on December 13, 2013. What was her secret? Not targeting a demographic but simply communicating with her fans through social media and letting the anticipation work its magic.
Understand What Culture Is (And Is Not)
As human beings, we are not born with culture; we acquire it. It represents our enthusiasm for a universal experience. Sports, music, food, fashion, and hobbies can all be considered culture, and marketers should view culture as what it is: a currency. It is where we choose to spend our time and money. Marketing needs to be data-driven not based on stereotypes. Developing customer loyalty requires that brands be willing to enhance their marketing with new data management technologies. Big data should facilitate information regarding a consumer shopping habits, location, Internet use, etc., not merely gender and social status.
The bottom line is that content marketing must be fueled by commonalities—not misconceptions. Using demographics strictly to identify your target means excluding a vast number of consumers who may like your product but feel ignored by your marketing and therefore lose interest in your brand. In essence, content marketing needs to be about constructing a consumer community, not confining your content to archaic categories.
