Adaptive Marketing: Steps on the Road to Global

The world has become like a small village, the Internet makes communication between the world easier than ever and therefore it is easier for companies to reach customers all over the world, but with this increasing access to international markets, comes the need to adapt to different cultures. Building strong relationships with global customers requires a deep understanding of the cultural differences that may affect communication, marketing and sales efforts. Then you have to choose to stay within your limits or launch into new markets, thereby growing your business in a way you can’t imagine. If you choose the second, read on to learn about adaptive marketing and the most important steps to implement it effectively to enable you to successfully enter new markets.

What is adaptive marketing?

It is a new approach taken by marketers to develop media methods that are adaptable to the new target audience of different culture and trends, and also adapt to changes and new events in the local market, and it is not only about advertising, but adaptive marketing can lead to a comprehensive overhaul of the entire marketing strategies by adapting every part of the marketing mix as well as the product itself to connect more consumers with the brand.

What are the steps for effective adaptive marketing?

Adaptive marketing requires an understanding of the cultural norms and values of the customers you’re trying to reach. Failure to adapt to these cultural differences can lead to misunderstandings that lead to the loss of this new market, so follow these steps to ensure an effective adaptive marketing application:

First: Understanding the cultural differences of the new target audience:

The first step to a successful adaptive marketing application is to understand and identify the cultural differences of the target audience, which include language, social norms, values, beliefs, customs, and more. This is done by collecting and analyzing information about them, and then taking into account these cultural differences to communicate effectively with them, thus adapting your marketing strategies to better attract the target market.

Second: Adapting marketing strategies to cultural differences:

The process of adapting marketing strategies is an important part of adaptive marketing, which is done with a number of actions, namely:

1. Translation of marketing materials: It is important to ensure that all marketing materials are translated accurately and culturally relevant to the target market. This includes not only language, but also expressions, tone and style of the text.
2. Adjust ads to reflect cultural norms: Companies should consider the cultural norms of their target market when creating advertising campaigns. This may include avoiding certain colors, images, or symbols that could be considered offensive in the target culture. It can also be used to create advertising campaigns that comply with these standards for better communication with the public, such as Coca-Cola creating an advertisement that includes the Ramadan atmosphere in Muslim countries.
3. Rebranding to align with your target market: Rebranding may be necessary to align your target market. This may include changing the brand name or logo to better attract the target culture.
4. Develop local marketing campaigns: Not only translation and editing, sometimes you also have to develop marketing campaigns tailored to the target market, such as using local influencers, or even adapting the message and tone of the campaign to align with the target culture.
5. Adjusting prices to reflect the local economy: Companies must take into account the local economic situation when determining prices for the target market.
6. Take advantage of social media platforms that are common in the target culture: Different cultures may have different preferences for social media platforms, companies should be aware of the most popular platforms in the target community, and make the most of them.
7. Building relationships with local partners: It can provide building relationships with local partners, such as distributors or agents and marketers, and employing them to carry out tasks for your benefit, which makes you transcend the cultural differences of the target market, as the people of Mecca are more aware of its reefs.

Therefore, the most important thing in adaptive marketing is the flexibility and ability of your marketing strategy to not only target a new audience, but also adapt to the changes that occur with your customers, to ensure their loyalty to you no matter what. For example, during the Corona pandemic, many companies changed their marketing strategies to keep pace with the new situation in light of the pandemic, even in their local market.

Third: Localizing your brand and product offerings:

It is one of the most effective steps in adaptive marketing, and this is what makes many companies have different branches around the world, each of these branches constitutes a localization of the original brand. Localization of brand and product offerings may include adapting product designs, packaging and even ingredients to better align with the target market. Many international food companies modify the contents of their products to be free of substances forbidden in Islam when they enter the markets of Islamic countries. It may also include adjusting prices to reflect the local economy and developing local marketing campaigns. Thus increasing the chances of success in international markets.

Fourth: Building strong relationships with global customers:

What makes adaptive marketing have a far-reaching impact is to build strong relationships with the global customers you have been able to win, and thus gain their loyalty by repeatedly ordering your product or service, or even by making recommendations in your favor and endorsing you to become marketed customers. This requires a deep understanding of their cultural norms and values and dealing with them with caution because any wrong approach will make you lose what you have reached.

If you intend to market your brand to different cultures, a copy-and-paste approach to your brand message or marketing campaign won’t do you much good. The basic keys to adaptive marketing need in addition to a deep understanding of those cultures, you need creative ways that enable you to reach them, and attention to small details because they are a shortcut to their hearts. This requires a creative and experienced team that you will find at AriaArt, which will take your hand to the world.