Many businesses expect their marketing to work abroad as well as it does at home, but that is not always the case. The minor differences in culture can make a significant difference in communication, and the example of Chinese Digital Marketing Agency is very apt to explain this point.
Language should always be taken into account. The Chinese language exists in two forms of written language – Simplified Chinese and Traditional Chinese – and different dialects of the spoken language include Mandarin, Cantonese, and others. It all depends on the origin and location of the customers. Simplified Chinese is used in mainland China. Traditional Chinese is more common in Hong Kong and Taiwan.
Secondly, the issue of symbolism is of paramount importance. Red is associated with good luck and happiness, while the number eight is deemed lucky since its sound is close to prosperity. Number four is considered unlucky, as its sound is similar to death. White is sometimes associated with mourning. It is important to remember all these facts when selecting colours, pricing, goods and packaging. Attitudes may differ, so it is better to find out everything in advance.
The third point concerns timing. The Lunar New Year is one of the most important events in the calendar year for many families using Chinese language as the first one. Plan promotion and creative process ahead to allow time for localization of the campaign. Some products like clocks are usually avoided due to symbolism, so check seasonal product ideas with the help of people familiar with the community.
Finally, do not neglect the diversity of the target audience. Immigrant, international student, and second generation will react differently to the message. Good Chinese marketing begins with research of the market and listening to all groups. If used properly, cultural awareness can turn an ordinary campaign into something special.
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