As a Brand
Manager, your ability to engage different cultures with every marketing effort
is critical to your firm's success. As an Integrated Marketing
Communications (IMC) Graduate Student at Medill-Northwestern University, I came
across these two articles that discuss the importance of Multicultural
Marketing as well as what Brands should be doing to successfully reach and
engage this market.
The first article is titled “Your Next Big Opportunity: The U.S. Hispanic Market” and is written by Lisa Gevelber, VP of American Marketing at Google. This article points out that U.S. Hispanics are an underserved market despite the fact that they will make up “ 30% of the population by July 1, 2050” and that they are also leaders in adoption of digital technologies. Also, the article explains that most brands don’t have a marketing strategy for Hispanic audiences and most agencies “Were advising clients to invest in reaching them either somewhat or not at all.” Therefore, to secure long-term growth, brands should take action and leverage the opportunity to reach them through digital channels and with cultural relevant messages.
Source: http://www.permanentculturenow.com/
The second
article “The Digital Marketing Revolution's Multicultural
Core” is from the Huffington Post
Blog and is written by Cesar
Melgoza, the CEO and Founder of Geoscape. The author explains
that even though, marketers are starting to understand the importance to
leverage digital media to reach and engage audiences, they still need to
understand the importance of making multicultural audiences a key component of
their digital marketing strategies. For example, Hispanics are not only
the single-fastest growing population of young buyers in America but they
“over-index on smartphone ownership and digital media streaming” and are “the
leaders of today’s digital marketing revolution”.
Based on
these two articles and my graduate learning in the Medill IMC Program, these
are the three tips I recommend to creating a multicultural marketing strategy:
· Integrate Multicultural - Make these influential cultural
groups an essential component of your marketing strategy
· Research Cultures - Study multicultural
audiences to speak their "cultural language" and engage them in
relevant ways
· Leverage Digital - Reach and engage multicultural
audiences where they are
Multicultural
audiences like the Hispanic Market will keep growing in the U.S. gaining more
economic power and cultural importance. Therefore it is imperative for Brand
Managers to leverage this opportunity and make Multicultural Marketing a
central component of their Marketing Strategies. Furthermore, by studying the
different market segments within and leveraging digital and mobile
technologies, Brands will be empowered to create “cultural relevant” messages
that successfully reach and engage these Multicultural Audiences across
effective channels.
I am an Integrated Marketing Communications (IMC) Graduate Student at Northwestern University and I have over eight years experience working with clients from a wide range of industries. I am passionate about uncovering powerful consumer insights to help brands tell more meaningful and relevant stories. You can follow me on Twitter @Icmora or connect with me on LinkedIn
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