Because we live in a multicultural and multimedia society, marketers must consider not only the type of media consumers use to receive brand messages, but also who they are. Multicultural populations are rapidly expanding and are among the fastest-growing consumer segments. Cross-cultural marketing entails advertising to people from specific cultures as well as appealing to personal interests shared by people from different cultures.
A cross-cultural campaign, on the other hand, is a marketing program that crosses into the general market and is understandable by a general audience. You are advertising to too many people at once; in the United States, this means appealing to the most populous groups, which include Non-Hispanic White, Hispanic, African-American, Asian-American, and others.
The population of the United States is diverse. You want your message to be understood as you intended. Cultural norms can influence how messages, even subtle gestures, are perceived, but rather than focusing on political correctness, aim to create a reality for the consumer that piques their interest in your brand.
With the multicultural market expected to reach 79.1 million by 2020, representing $4.6 trillion in total spending, these are the power consumers of today and tomorrow. Multicultural youths are the future of the United States, with over 2.3 million added each year. Hispanic Marketing to African Americans and other influential ethnic groups necessitates a thorough understanding of their respective cultures and the roles they play in their daily lives.
Here are some other things we consider using data.
When it comes to marketing to different linguistic populations, there is no one-size-fits-all solution. You run the risk of misunderstandings if you use slang or acronyms and don't have a working knowledge of a language. If necessary, we hire native speakers. Because your readers and listeners will understand your message, the investment may pay off.
Does your target audience value individuality or make purchasing decisions in groups? It can have a significant impact on how you focus your marketing strategy. Segmentation improves conversion rates and allows you to track consumer populations over time. Use in-app, text, and web messages to communicate with specific audiences to improve your segmentation strategy.
Click here to learn more about what we do with multicultural marketing.