When developing marketing plans and strategies, you can no longer just think local – just about all marketing has some global component attached, and Direct Marketing is no exception. Direct marketers must learn to be sensitive to cultural differences. Too many times we assume what works for one country will work for another. Recently I’ve been reading Manfred Krafft’s book International Direct Marketing and it’s been insightful into learning about various culture's habits when it comes to the practice of direct marketing. The differences may be large, they may be slight, but understanding your global audience goes a long way to making your programs truly successful.

Researching direct in China, it seems the concept of direct marketing is relatively new. China’s infrastructure is still quite rudimentary, and the basics for direct marketing operations such as a reliable phone system, variety of lists, telemarketing, credit cards, freedom of information on the internet and a business-friendly postal system are big issues to be resolved. The Chinese people like mailings to contain more than basic information – campaigns are more successful when it includes samples, personalization, coupons or sweepstakes information.

Japan is one of the most advanced countries in the Pacific Rim, and its direct marketing industry is clearly the Asian leader. The boom of direct marketing in Japan began over ten years ago, driven by improved delivery systems, the growth in credit cardholders, more list computerization and reliable response sources. However, it does sound like the Japanese market can be difficult for American direct marketers to really do well unless the Japanese economy is thriving.

Australia and New Zealanders tend to have a higher affinity toward mailings than others in the Pacific region and recipients tend to respond at least once a year. This area’s audience has been shown to have a higher brand affinity when it comes to products/companies they know, but they are open to trying new things from different providers.

Western Europeans, particularly Austrians, tend to have a positive view of direct marketing and a good response several times a quarter. Austria receives direct mail more frequently than other countries and the key to a good response rate is brand awareness – just like the Australian and New Zealanders, it’s very important to Austrians the company be a “familiar face”. They have to already be comfortable with the brand for the direct marketing to have an effect. Belgians also have a high response rate to direct marketing but aesthetics – the look/feel of the piece itself – is what drives that particular audience.

In contrast, I’ve found growing markets in Latin America tend to put more emphasis on the marketing relationships rather than the actual marketing piece. Nevertheless, direct marketing activity in Brazil is relatively high, sending an average of about 10 direct mail pieces per month. One of the reasons may be that Brazil has an excellent postal system, one of the best in Latin America.

Direct marketing has only recently begun to emerge as an economic force in Russia. Due to previous negative attitudes toward western business practices, no distribution networks or marketing support services, monopolization of markets, and bureaucracy, starting a direct campaign here is possible but could be a tough journey along the way.

As economic conditions continue to get better, direct marketing has a future in India. But, very few lists exist in that part of the world. However, the select targets of those who do receive direct marketing have been very responsive. It’s cost-efficient to send direct mail due to the state-run postal system of low prices, but delivery tends to be unreliable.

When marketing internationally, researching each country's environment, economics, government, privacy laws, infrastructure, and population is an important first step. Understanding the basics of what may/may not work and tailoring your campaign to what is important in a particular culture is the best route. There is always potential for direct marketers to reach out to their global audience, but it’s how you frame the message, create the look, interact with the audience or choose the right vehicle that will make you successful.

What has been your experience with international direct marketing? Let us know! Feel free to leave your comments here for further discussion!