Why Advertising in Europe is Different From Advertising in The US
No news that American and European companies operate in different environments including culture, government, and politics. Satisfying European and American customers have already required different approaches. To engage the target audience and drive sales company owners and marketers need to understand the cultural, business, and even geographical differences. Thus, to achieve success it is necessary to apply different advertising strategies and practices.
The Main Differences
One of the ways to grab and hold the interest of the European market is to focus on local advertising. According to the Morgan State University study, American companies tend to spend more money on advertising when compared to European enterprises. The last has to face stricter regulatory requirements, which makes them more conservative in marketing. That explains the success of American companies in European markets because their advertising campaigns are always massive and attractive.
The second difference is that European buyers still prefer face-to-face communication. It is estimated that 75% of meetings take place in person because customers prefer building relationships with the companies they deal with.
This means that if you want to be successful in the European market it is necessary to build a strong and more personalized relationship with buyers. Keep in mind that such an approach will significantly slow down sales. The American market is completely different because most of the purchases are made online and buyers don’t need to meet in person with suppliers or company representatives.
The next difference is that Americans tend to be more open about their love for the country when compared to the UK. The last won’t wave flags (unless it is a royal event) in a fit of patriotism what cannot be said about the Americans. Thus, the US advertisements are filled with truly American features and it is as clear as day that people love such an approach.
But what about other markets? Based on the recent news, more providers will join the Swedish online casino market and it seems that Scandinavian countries can teach us a few lessons on advertising.
Peculiarities of Scandinavian Advertising
It is commonly believed that the Scandinavian market is similar not depending on whether you are talking about Finland, Norway or Sweden. They have similar media cultures and models, related languages, and a big number of newspapers per person. According to Syvertsen, there are four distinguishing characteristics of Scandinavian countries. They include universal services, freedom of the press, cultural policy, and decision making after a productive dialog of all the participants. However, there are still many differences between Scandinavian countries, so if you want to advertise in Denmark or Sweden it is better to be aware of their specific characteristics.
For example, recently Ardalan Shekarabi, the Swedish Minister of Social Security, has stated that the new regulatory approaches to gambling will take place rather soon. They will focus on marketing and advertising, which means that a new market will give companies more opportunities for trade and promotion.
So what you should know when reaching the Scandinavian market? We have made a list of the three main lessons to keep in mind:
- Bring something unique. It is hard to impress customers, who are rich, educated, and have everything they need. Make sure your product stands out;
- There is no need to be a Scandinavian media expert. It is simple to reach the audience via Google, Facebook, or SnapChat – half of the overall online traffic comes from Scandinavia
- Treat every Scandinavian country independently. The biggest mistake you can make is to look upon Scandinavia as a single market. For example, if you give instructions to a Norwegian, he’ll ask why he has to do it. If you ask a Danish, he will agree but then will do the opposite thing. And if you approach a Swedish person, he’ll offer to discuss everything at first.
Tailor Advertising to Your Target
It is a common idea that the world is getting smaller. However, this doesn’t concern marketing and it is impossible to come up with a single strategy that would fit everyone. If you are going to enter the European or the US market, it is important to understand their main differences and peculiarities first.
We hope you enjoyed this promoted piece as much as we did!