The United States and Germany, at least on the surface, may look like two very similar cultures. In fact, it wouldn’t be so crazy to think you could use the same marketing strategy in one as you could in the other. This would be a mistake.
While the two cultures are similar in ways, there are very deep differences which, if you don’t account for, could completely derail your marketing plans.
B2C
German customers, in general, don’t want to be sold to. They prefer neutral marketing materials that present the facts, and then leave them to make their own decisions. Similarly, Germans are typically more interested in testimony by experts, like PhD’s, and are less likely to be swayed by hype. American consumers tend to expect something a little more emotionally engaging.
This will be reflected not just in content and tone, but also in general design. In Germany, everything from advertisements to websites tend to use more neutral colors, less taglines, and larger text blocks. Most German advertisements would look very cluttered to Americans, while most American ads would seem trivial to Germans.
B2B
While formality still exists in United States business culture, there is an increasing trend towards familiarity. Especially in tech culture and start-ups, but spreading elsewhere, first names will be used, meetings will be more informal, dress codes more lax. In Germany, things tend more towards the formal. While you should approach everything on a case by case basis – especially in the startup sphere, proper titles are generally expected in business situations. First names are almost never used, unless there is a real personal relationship. Business attire is a must in many industries.
The way you present your product is just as important as the way you present yourself. In the United States an interesting speech or exciting video can do wonders. In Germany, businesses tend to want documentation and facts. Most of the time, they will base their decision on written materials, proof of concept, third-party testing, and referrals.
Networking online has become very much the norm in the United States. This is not as true in Germany. Germans generally seek in-person networking opportunities, like conferences or membership organizations. Likewise, in the US, traditional media can often be used to attract attention from other businesses. Germans will still want an in-person meeting, usually through a mutual introduction from someone they trust. Building relationships over time will build that trust. It’s hard to short-cut that.
Digital
It is important to note that Germans are protective of their privacy. In the US, it’s common for Americans to casually give up personal information for all sorts of reasons, from convenience to building a personalized shopping experience. Germans will not do this, and because the US is so notorious for its lax privacy concerns, American businesses moving into Germany will have to prove that they will be protective of their customers’ privacy.
Along these lines, businesses should know that Germany has strict legal spam e-mail guidelines. What may be the norm in the US will likely be illegal in Germany, and businesses should review the guidelines before starting an email campaign. See Globig’s Guide to E-mail Marketing in Germany for more information.
Another key to German digital marketing is localization. In the US, “.com” websites in English will typically get the most attention. Many Germans speak English, but they will trust most websites that are in German with a “.de” address. SEO, too, is going to need some language, date, metrics, and content localization in Germany. The length and specificity of words in the German language in some ways makes for an easier SEO market. However, if you are not a native German speaker, things can get complicated fast, especially when taking into account the many German dialects and the ways German will become Americanized for search terms. Consider hiring a native speaker to help with your localization process.
The top social media site in Germany is YouTube. According to Statista 69% of respondents used YouTube, second only to the messaging app WhatsApp (87%) in 2020. Though, for marketing purposes, YouTube is primarily used to market directly to customers. For business networking purposes, Xing is a popular site. Xing is a business networking site founded in Germany and is very similar to LinkedIn. LinkedIn is almost as widespread as Xing in Germany (according to Statista , in 2020 19% of respondents used Xing, 17% used LinkedIn). For those looking to localize, Xing is an important option to know.
Facebook, like in the US, is one of the most widely used social media sites in Germany, as is Instagram. However, while both these sites are hubs for marketing in the US, Germans generally use both sites just to connect with friends and family. 36% of American Instagram users used the app to follow brands, compared to just 30% in Germany, according to the Audience Project. This lower brand engagement is reflected across all platforms.
Conclusion
Though similar on the surface, it is easy to see how the United States and Germany offer many different marketing challenges. Navigating these challenges can be all the more difficult for an outsider to the culture. Having expert advice can make a huge difference. Globig can help! Reach out to begin building your own personalized and effective plan for expansion.
