We live in a multicultural and multimedia society, which means not only must marketers consider the type of media consumers are using to receive brand messages, but also who they are. Multicultural populations are growing quickly and represent the fastest-growing segments of consumers. Cross-cultural marketing involves advertising to people in specific cultures as well as appealing to personal interests across cultures.
A cross-cultural campaign, however, is a marketing program that crosses over into the general market and can be understood by a general audience. You are advertising too many audiences at once; in the United States, that means appealing to the largest groups including Non-Hispanic White, Hispanic, African-American, Asian-American, and other cultural segments.
The United States has a diverse population. You want your message to be perceived the way you intended. Cultural norms can affect how messages, even subtle gestures, are perceived, but instead of focusing on political correctness, look to create a reality for the consumer that generates interest in your brand.
With the multicultural market expected to reach 79.1M by 2020, representing $4.6 trillion in total spending - these are today's, as well as tomorrow's, power consumers. Multicultural youths are the future of the U.S. - growing by over 2.3M every year. Hispanic Marketing and marketing to African Americans and other influential ethnic groups requires a deep understanding of their specific cultures and the roles they play within their daily lives.
Here are other things we consider through data.
There’s no one-size-fits-all when you market to different linguistic populations. If you’re using slang or acronyms and don’t have a working knowledge of a language, you run the risk of misunderstandings. We hire native speakers if necessary. The investment can pay off because your readers and listeners will understand your message.
Does your audience value individuality or tend to make purchasing decisions collectively? It can make a big difference in how you focus your marketing strategy. Segmentation helps increase conversion rates and track consumer populations over time. To improve your segmentation strategy, use in-app, text, and web messages to communicate with specific audiences.
Want to market to the fastest-growing demographic? Learn more about the Hispanic market, click here.
View some of our case studies that included a diverse audience, click here.