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Marketing Across Cultures (F02)


  • Match culturally different value perceptions in your marketing methods

  • Adapt your message or offering for local markets' needs

  • Learn and apply global marketing best practices

Webinar 1: Cultural differences in customer expectations for websites and campaigns

  • Typical Japanese vs Global (English) business tendencies, and how this requires different marketing styles

  • How to adapt your website and product positioning to match different cultural expectations

Webinar 2: Best practices for global digital marketing

  • 10 best practices for running campaigns in multiple countries

  • How can we adjust our own campaigns (case studies or your situations)


Our research for computer and retail clients into websites of top Japanese and global competitors showed major stylistic differences which matched our experience of cultural differences between those countries. Once you understand the gaps you can use simple methods to bridge the differences.

We found that Japanese companies' marketing tends to be more relationship oriented with less competitor comparisons, evidence, success cases or detailed value explanations than US counterparts. Meanwhile because Japanese B2B customers tend to make decisions in cross-functional teams linked to "ringi" approval processes, there tends to be a lot more technical detail, and multiple types of benefit explanations, whereas global marketing tends to be simpler, aimed at a single type of decision maker, with only a few benefits highlighted, focusing on evidence of value / return on investment.

We confirmed these gaps in seminars and consulting for dozens of different companies, and developed simple methods to adapt global marketing tactics for Japan, and vice versa, including "heat map" analysis of your web content, and simplifying your positioning and explanations of unique benefits to match the viewpoints of main decision makers.


  • Increase your marketing results and sales opportunities for the Japan market or global markets by adapting your approach to best match each style.

Dates (via Zoom, Japan time)

Group 3: Evenings

Group 3: Evenings (Instructor: Jon Lynch & Colleagues)

  • Webinar 1: Oct 3 Tue 20:00 - 21:00

  • Webinar 2: Nov 7 Tue 20:00 - 21:00

Group 4: Evenings (Instructor: Jon Lynch & Colleagues)

  • Webinar 1: Dec 5 Tue 20:00 - 21:00

  • Webinar 2: Jan 9 Tue 19:00 - 20:00

Group 5: Evenings (Instructor: Jon Lynch & Colleagues)

  • Webinar 1: Feb 6 Tue 20:00 - 21:00

  • Webinar 2: Mar 5 Tue 20:00 - 21:00

Group 6: Evenings (Instructor: Jon Lynch & Colleagues)

  • Webinar 1: Apr 2 Tue 20:00 - 21:00

  • Webinar 2: May 7 Tue 20:00 - 21:00



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