For years, businesses have struggled with multicultural marketing.
They've either relied on a catchall approach of adding multicultural
representations to an otherwise monocultural strategy or simply
translated an existing campaign into other languages with the
appropriate cultural context. But both of these approaches fail in one crucial aspect: They have no real target audience.
Sales and marketing are not isolated processes, and it’s time to merge these functions to maximize a company’s time and resources. Such assimilation benefits sales by increasing lead volume and lead quality because marketing is putting out optimized content that is more useful than ever.
Finding the sweet spot for success is not a predictable process but there are actions entrepreneurs can take to help boost the probability of being the next big thing, rather than the next big flop. One of the simplest steps is product testing.