Key differences between US and UK marketing

27 April 2022
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There are natural differences between marketing in the United States and Marketing in the United Kingdom. As competition rises, success depends on knowing your target audience. So where do you start?

The US has a much larger population than Great Britain with 332 million people calling it home, while there are only 67.44 million in Britain as of 2022. The average American consumer is also more affluent than the typical Brit. In fact, in 2020 the GDP per capita was $63,543.58 in the US while in the UK it was only $40,284.64.

Americans are also more brand loyal than their British counterparts. A study done by Nielson showed that “44% of Americans claimed they were extremely or very loyal to the brands they purchase most often, compared with just 30% of Brits.”

This doesn’t mean that British consumers are fickle, but they are more likely to be influenced by price than Americans. So, what does this mean for your marketing strategy?

If you’re selling to Americans, you need to focus on creating a strong brand that will inspire loyalty. On the other hand, if you’re marketing to Britons, the price may be a more important factor than the brand.

Of course, these are generalizations and there are always exceptions to the rule. The key is to know your target audience and what will resonate with them.

Let’s dive a little deeper and look at some specific ways the two countries differ when it comes to marketing.

 

1. Social Media

In the US, the two most popular social media platforms are Facebook and Instagram, with Twitter coming in at a close third. The average American spends nearly 2 hours and 22 minutes on social media every day.

When it comes to social media use in the UK, things look a bit different. The most popular platform is actually Snapchat, followed by WhatsApp and then Facebook. British users also spend more time on social media than Americans, with the average person spending 3 hours and 02 minutes per day.

This difference is likely because Snapchat and WhatsApp are owned by Facebook. So while Facebook is still popular in both countries, it’s not the top platform in either.

When it comes to marketing on social media, you need to know which platforms your target audience is using. If you’re selling to Americans, focus on Facebook and Instagram. If you’re selling to Britons, focus on Snapchat and WhatsApp.

 

2. Advertising

Television is still the most popular form of advertising in both the US and UK. In fact, TV advertising spending in the US is expected to reach $67 billion by 2022.

However, there are some key differences between the two countries when it comes to advertising. For one, Americans are more likely to fast-forward through commercials than Britons. A study done by TiVo found that 70% of Americans use a DVR to skip commercials.

This means that you need to make your commercials more attention-grabbing if you want to reach Americans. You can do this by using celebrity endorsements, emotional appeals, or humor.

Print media is also more popular in the UK than in the US. In fact, “ad spending on print media in the UK is expected to reach 23.73 billion pounds by 2024.” This is likely since Britons are more likely to read newspapers and magazines than Americans.

So, if you’re selling to Britons, your best bet is to advertise in print media.

 

3. Email Marketing

Email marketing is a great way to reach consumers in both the US and UK. A study done by the Direct Marketing Association found that email marketing has an ROI of 3800%.

However, there are some key differences between the two countries when it comes to email marketing. For one, Americans are more likely to unsubscribe from emails if they find them irrelevant. In fact, a study done by MarketingSherpa found that “21% of Americans have unsubscribed from an email list because the content was no longer relevant to them.”

This means that you need to make sure your email campaigns are targeted and relevant if you want to keep American subscribers. You can do this by segmenting your list and only sending emails to those who will find them relevant.

Britons, on the other hand, are more likely to unsubscribe from emails if they find them too frequent. A study done by the UK’s Direct Marketing Association found that “24% of Britons have unsubscribed from an email list because they were receiving too many emails.”

This means that you need to be careful not to bombard British subscribers with too many emails. You can avoid this by sending emails only when you have something new and relevant to say.

 

4. Mobile Marketing

Mobile marketing is a great way to reach consumers in both the US and UK. In fact, a study done by eMarketer found that “64% of Americans and 65% of Britons say they use their smartphones to research products.”

However, there are some key differences between the two countries when it comes to mobile marketing. For one, Americans are more likely to make purchases on their smartphones than Britons. A study done by ComScore found that “32% of American smartphone users have made a purchase on their phone in the past 6 months.”

This means that you need to make sure your mobile website is optimized for purchases if you want to reach American consumers. You can do this by making sure your website is responsive and by offering mobile-specific discounts.

Britons, on the other hand, are more likely to use their smartphones for research than Americans. In fact, a study done by Google found that “52% of British smartphone users have used their phone to research a product.”

This means that you need to make sure your mobile website is informative if you want to reach British consumers. You can do this by including product information and customer reviews on your website.

 

5. Search Engine Optimization (SEO)

Search engine optimization is a great way to reach consumers in both the US and UK. However, there are some key differences to keep in mind. In the US, Google is the dominant search engine, while in the UK it is Bing. This means that SEO strategies will differ slightly between the two countries.

In general, Americans are more likely to use search engines to find information about products and services than Brits. This means that businesses need to focus on creating keyword-rich content that is optimized for search engines.

Another difference to keep in mind is that the UK has a much smaller population than the US. This means that businesses need to be more targeted in their marketing efforts. They can’t rely on mass marketing techniques that might work in the US.

 

6. PPC Campaigns

When it comes to PPC campaigns, there are a few key differences between the U.S. and U.K. markets. First, Google is the dominant search engine in both countries, but Bing has a much larger share of the U.K. market (around 30 percent). This means that if you’re running a PPC campaign in the U.K., you’ll need to consider Bing as well as Google.

Second, the cost per click (CPC) for PPC ads tends to be higher in the U.S. than in the U.K. This is due to several factors, including the fact that there’s more competition for keywords in the U.S. market.

Finally, PPC campaigns in the U.K. tend to have a higher click-through rate (CTR) than those in the U.S. This is likely because users in the U.K. are generally more open to clicking on ads than those in the U.S.

 

How to Measure the Difference Before Starting Marketing Campaign?

There are many ways to measure the difference between these two countries. However, the most important thing is to make sure you understand your target market. Once you have a good understanding of who your target market is, you can tailor your marketing campaigns specifically for them.

 

1. Know Your Target Market

The first step in any marketing campaign is to know your target market. This is especially important when you are marketing to a country with a different culture than your own. Make sure you understand who your target market is and what they want.

 

2. Understand the Culture

The next step is to understand the culture of the country you are marketing to. What are their values? What do they believe in? What are their customs? What is their lifestyle like? These are all important factors to consider when marketing to a foreign country.

 

3. Tailor Your Marketing Campaign

Once you understand your target market and the culture of the country you are marketing to, you can tailor your marketing campaign specifically for them. This includes everything from the images you use to the language you use.

 

4. Measure Your Results

The final step is to measure your results. This includes everything from sales to web traffic. Keep track of your goals and objectives and see how well your marketing campaign performs. If you are not seeing the results you want, make changes to your campaign and try again.

For example, if you want to target the UK market, you might use different images and language than if you were targeting the US market. The key is to tailor your marketing campaign specifically for each country.

 

5. Keep track of your goals and objectives

The most important thing is to make sure you understand your target market. Once you have a good understanding of who your target market is, you can tailor your marketing campaigns specifically for them. Keep track of your goals and objectives and see how well your marketing campaign performs. If you are not seeing the results you want, make changes to your campaign and try again.

 

6. Be prepared to make changes

You might not get it right the first time. That’s okay. The important thing is to be prepared to make changes to your marketing campaign if you’re not seeing the results you want. Keep track of your goals and objectives and see how well your marketing campaign performs. If you are not seeing the results you want, make changes to your campaign and try again.

 

7. Keep trying

The most important thing is to never give up. Keep trying new things and eventually, you will find a marketing campaign that works for you. Keep track of your goals and objectives and see how well your marketing campaign performs. If you are not seeing the results you want, make changes to your campaign and try again.

 

Conclusion

Marketing in the U.S. and U.K. can be very different. Make sure you understand your target market and the culture of the country you are marketing to. Tailor your marketing campaign specifically for them and measure your results.

If you are not seeing the results you want, make changes to your campaign and try again. Never give up and eventually you will find a marketing campaign that works for you.

When marketing to the UK, it’s important to remember that their culture is different than ours in the United States. There are different values, customs, and lifestyles that you need to be aware of before launching any marketing campaign.

Keep this in mind and tailor your marketing campaign specifically for the UK market. Remember to measure your results and make changes if necessary. Never give up and you will eventually find a marketing campaign that works for you.

 

FAQs

What are some differences between the US and the UK?

The most common differences include:

  • In the United States, marketing is considered to be a process that helps promote and sell products or services, while in the United Kingdom marketing is more about identifying and meeting customer needs.
  • The US market is generally more individualistic, whereas the UK market is more collectivistic.
  • In terms of media consumption, people in the US tend to rely more on television and radio, while people in the UK get their information from a variety of sources, including newspapers, magazines, and the internet.
  • The United States has a larger population than the United Kingdom, so businesses may have to reach a wider audience when marketing their products or services.
Is the US better than the UK?

It really depends on the products or services being marketed and the target audience. Some businesses may find more successful marketing in the US, while others may find the UK market to be more receptive. Ultimately, it is up to the individual business to decide which market is best for them.

Do Americans like ads?

Some people do and some people don’t. It varies from person to person.

What are some common US marketing strategies?

There are many different marketing strategies used in the United States, but some of the most common include television and radio advertising, online advertising, direct mail, and coupons.

How do I advertise in the UK?

There are a variety of ways to advertise in the United Kingdom, including online, in print, on television, and through word-of-mouth. Ultimately, it is up to the individual business to decide which form of advertising will be most effective.

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