Cultural Marketing in the Digital Era

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Author(s): Sanjay Taneja (Graphic Era University (Deemed), India), Muskan Gupta (Chandigarh University, India), Padam Bhushan (Chandigarh University, India), Mukul Bhatnagar (Chandigarh University, India)and Amandeep Singh (Chitkara Business School, Chitkara University, India)
Copyright: 2023
Pages: 14
Source title: Cultural Marketing and Metaverse for Consumer Engagement
Source Author(s)/Editor(s): Amandeep Singh (Chitkara Business School, Chitkara University, India), Sandhir Sharma (Chitkara Business School, Chitkara University, India), Amrinder Singh (Jain University, India), Murat Unanoglu (İstanbul Aydin University, Turkey)and Sanjay Taneja (Uşak University, Turkey)
DOI: 10.4018/978-1-6684-8312-1.ch008

Keywords: Business & Management / Business Science Reference / Consumer Management / Marketing

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Abstract

The practice to maintain or build relationships with various people of different cultures is defined as cultural marketing. The more meaningful the relationships are built with customers, the more it helps to grow the brand of the company. With the advancement of digital gadgets, cultures got affected positively. Marketers seek the help of various characters belonging to different cultures for shooting ads regarding promotions of products. While designing ads for promotions, marketers must observe recent trends of cultures to make their promotion ads successful. The motive behind doing this is to impact people from different traditions. This strategy has a positive impact on people to influence them in a shorter period. Cultures are the beliefs of people and marketers should pay more attention to them when designing any product or any strategy to promote the product. Culture affects consumers' lifestyles, so brands do focus on them to win their confidence that brands are well-versed with the demands of their customers and want a long-term relationship.

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