CutCue has launched
CutCue (www.cutcue.com) is an online tool to deliver fast, insightful information about your online video across different cultures and markets.
CutCue currently offers a service across 50 different cultures. Summary reports are free, detailed reports are $29.95 and branded and crowd sourced options are available.
Go to cutcue.com to register and receive a free trial of the service today!
Cutting Across Cultures
Globalisation has opened the world to new opportunities for marketing and communications, giving Western companies unparalleled access to Asia-Pacific nations where the expanding middle-classes have a growing appetite for Western goods. There have been many business successes — and some spectacular crashes, mostly because companies failed to understand the dynamics of a new market. The experiences of Foster’s and Clarins in China (Case Studies 1 and 3) demonstrate the danger of cultivating a shallow understanding of the barriers to cross-cultural marketing. One of the prime concerns for Western companies working across international borders is the cultural sensitivity of customers in new markets.
This is particularly the case for video marketing, which was traditionally limited to television, where videos were modified to match the reach of each network. But the explosion in the use of online videos has rendered TV network borders obsolete, creating a vast potential global audience with every upload — and ramping up the risk to marketers. At best, a poorly targeted video will fail to engage. At worst, it will offend millions of potential customers, risking lost revenue and reducing market share. Until now, there has been just one path for companies seeking to understand a new audience — research using focus groups in each country, analyse and then engage local market agencies.
This is slow and expensive, and risks exposing the campaign message and execution to distortion by the local agency. CutCue levels the playing field with fast, easy and cost-effective technology that analyses a video against a market, taking into account consumer and cultural factors, then highlights areas of risk and makes recommendations. CutCue is at the leading edge of cross-cultural analysis because the developers are international marketing and brand specialists who understand the needs of companies with a global outlook and the marketers who help them succeed.
Read the full ePaper here.