There are so many dimensions to a marketing campaign and things get even more complicated when you start to consider international customers on the Internet. You have to be careful about using any sort of cultural reference, because people on the other side of the Earth might not “get it” or they may even be offended by something that you wouldn’t expect.

The economy is very much an international affair these days. Take the Apple iPod, for example. It was designed in California, it is assembled in China, and then it is shipped to just about every corner of the globe. There are certainly language barriers involved as well, and this is why it is oftentimes a good idea to have as many people on your staff as possible who speak languages other than English. If they can read, write, and speak a foreign language, you may have the ability to land a contract that you may not otherwise get.

There are also certain cultural norms that go beyond language. Business dealings in Tokyo are significantly different than those in New York, Milan, or Shanghai. You need to be aware of these differences whenever you are dealing with someone from a different part of the world. What’s more, even if you are dealing with someone within your own home city, they may come from a different cultural background as well.

When putting together your next marketing campaign, just be aware that there is no “one size fits all” campaign that will work across all countries and cultures. A good experiment to watch would be the upcoming iPhone launch in Japan. Will it sell? Or will Japanese consumers shun the Cupertino-designed handset?