Approaching A New Market
This article is written from our own experiences in utilising content marketing extensively in Germany, and how the German culture can impact the way you approach marketing your product or service.
Throughout Europe, Germany is perhaps one of the most attractive markets for businesses to move into when expanding, and it’s not hard to see why with the largest economy, largest population and stable economic growth (1.7% in 2016).
Despite the attractive economical statistics, Germany is behind in terms of digitalisation. According to a report published by the European Commission, Germany ranks 10th in Europe in terms of digitalisation. This can be seen in the countries use of social media, over 85% of all Germans are online, but only half of those are using social media platforms; this could be due to the countries aging population, with the average age being 45.9 as of 2015.
Every country is different, and as such, you should always modify your content marketing strategy when expanding into new markets to avoid any costly cultural errors.