In 2003, an Xbox game received an exceptionally vocal and negative reaction because of religious content deemed offensive. Kakuto Chojin: Back Alley Brutal, contained verses from the Qur’an chanted in the background. Since the vast majority of Muslims believe the Qur’an needs to be handled with the utmost respect as it is the literal word of God, there was considerable outrage among many groups for the perceived absence of deference afforded to the Qur’an within the Xbox game. Consequently, the game was recalled and also the companies involved alienated many potential customers and experienced a lack of sales.
When the companies involved in creating and distributing this video game had taken the time to conduct the necessary research and in case they had understood the importance of culture when selling a product or service in foreign markets, than the situation might have been avoided. They might have realized the value of Islam to many people through the entire Middle East plus they would have been able to tailor the video game when selling to that particular particular market.
What is Culture?
Culture includes a number of elements which have been passed down for generations, including knowledge, belief systems, experiences, values, attitudes, religion, art, ideas, laws, morals, customs and methods for perceiving the entire world. Some aspects of culture are visible, like the way people dress or the food that they eat, while other aspects of Culture are invisible, including the significance of religion, beliefs all around the role of family in a society, or even the way people think and feel about certain issues. While the visible facets of culture are frequently easy to see immediately, it always takes a lot more time and effort to know and appreciate the importance of the invisible. It will always be the invisible components of culture, however, which have probably the most effect on the way in which people see the world, and as a result, how people view your marketing strategies and whether they accept or reject your product or service.
Exactly How Much Does Culture Really Affect My Business?
Understanding the importance of culture and respecting the role it plays in the lives of potential customers in foreign markets is vital for the financial success of your own company and can mean the main difference in between the success or failure of the overseas ventures. Forget or trivialize this important ingredient, as well as your advertising campaign or website runs the potential risk of neglecting to attract potential buyers at best, or at worst, alienating or offending millions of people and experiencing a huge loss in sales. To put it briefly, cultural appreciation and sensitivity should impact the decisions you are making, your interactions with customers, your advertising strategies, as well as your website localization.
Companies which do not understand and appreciate cultural differences may implement marketing strategies which can be doomed to fail from the beginning. Marketing strategies in one country do not always result in success in another country. It really is therefore essential to be culturally sensitive and aware when producing, naming, selling, and advertising products.
Consequences of Failing to Consider Culture in Localization Projects
The significance of the potential outcomes of the marketing plan, product release, or website necessitates constant vigilance and consideration from the culture of your own target audience. In the event you fail to do this, you could experience any mixture of the following consequences:
– Consumers lose faith and confidence in your product and company
– Customer backlash and highly visible, negative public reactions
– Negative public relations as well as the erosion in the brand you might have worked tough to build
– Loss of revenue, sales opportunities, and customers
– Possible punishment as retaliatory legislation or lawsuits
Important Next Steps
Should you be interested in entering and succeeding in foreign markets, then you definitely must consider culture in every part of your product development, website design, and advertising campaign. For web content translation, you are encouraged to work with a professional, highly-experienced, and well-qualified translator that is native to the language and culture mrfogj your target market and will be able to consider cultural considerations involving expressions, slang, concepts, idioms, along with other unique phrases. To your website development, it is a good idea to employ an online designer acquainted with the concepts of localization and the cultural needs of your target market.