Saturday, November 19, 2011
Multicultural Marketing: Looking Forward to Tomorrow’s Face of America
This December, I will be graduating from Northwestern University’s Integrated Marketing Communications Graduate Program as an accomplished and intelligent professional ready to take on the Marketing challenges that tomorrow holds for the changing global marketplace.
Companies who do not consider multicultural marketing important, especially marketing to the Hispanic market, will not do well in the future. An article in Advertising Age found that companies who spend more on Hispanic media find their revenue growing faster than those that do not. Currently, 57% of the top 500 advertisers spend less than 1% on Hispanic ads. Less than 1%! I believe this will change since the 2010 Census has shed light on America’s changing demographics. If business did not see the value in targeting this segment, they should now.
Website, Facebook, and other social media content should also be tailored to the Hispanic community giving the end user the option to choose between languages. As noted in the article Few Marketers Target U.S. Hispanics With Spanish-Language Facebook Fan Pages, Marketers should ensure that Spanish language content on websites and social media sites be just as rich as that of the English content. Additionally, as any smart marketer will tell you, content needs to be tailored to your market. Do not copy website content from your website in Spain as your U.S. Hispanic probably has different needs and problems to be solved.
As a marketing professional and Hispanic, I look forward to seeing how businesses will attempt to reach the growing Hispanic population and hope to be a part of that communication. My hope is that businesses will take the time to get to know the changing face of America and produce relevant and tailored content.
Yanette Jimenez is a proud Longhorn & Northwestern Medill IMC Graduate Student and can be reached on Twitter @YanetteEJimenez.