- Establish the right media mix to reach multicultural audiences effectively
- Develop authentic, creative messaging that is culturally-relevant to your audience
- Define your multicultural audiences with a privacy-centric approach
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America is diversifying rapidly. More than half of the U.S. population (53 percent) under 50 lives in multicultural or blended households—54 percent of size A counties in the U.S. are ethnically and racially diverse—and the combined purchasing power of Hispanics, Black Americans, and Asian American Pacific Islanders amounts to more than $3.8 trillion. Amidst this diversification, businesses are seeking new and effective ways to connect with multicultural audiences. While there isn't a one-size-fits-all answer, advertisers should consider these (3) approaches to solving their marketing challenges:
Establish the right media mix to reach multicultural audiences effectively
In the past, instituting a multicultural approach may have meant placing ads in endemic (i.e., running sneaker ads during a sports event) and in-language content environments exclusively. However, media consumption and viewing habits have evolved significantly, and audiences are consuming a wide variety of content across multiple screens and devised.
Advertisers must understand that relying heavily on in-language and endemic content to reach their audiences isn’t the only approach given these shifts. This is especially true since this content is consumed by only 37 percent of Hispanic audiences and 11 percent of Black audiences. Multicultural audiences in particular have embraced multiscreen viewing at a higher rate. In our multicultural world, businesses must think beyond traditional content environments to find and engage consumers.
Successful marketing depends on the ability to reach individual audiences across all channel options and platforms on which they are consuming content. It is crucial for marketers to consider a comprehensive portfolio of media choices, including in-language, endemic, broadcast, cable, online, and streaming solutions. To build an effective marketing strategy, one must carefully consider the media habits of target customers anal the nuances of their communities.
Develop authentic, creative messaging that is culturally-relevant to your audience
lt's no longer enough to communicate key business messages to broad target audiences. The power of messaging lies in the understanding of cultural cues nuances to ensure the right message resonates and connects with the right audience. lt's critical to ensure an understanding of how multicultural audiences interact with media daily and which screens they use most to consume content in order to meet customers where they are.
Consumers have expressed in multiple surveys that they do not feel adequately represented or authentically addressed in most of the ads they see. This means it is essential to develop inclusive and culturally relevant creative that consumers will perceive as authentic and relevant. Local nuances can have a major impact on advertising efforts. This is particularly true when businesses endeavor to forge connections with multicultural audiences.
It's more important than ever to take the time to assess communities in order to deliver more customized, inclusive, and culturally-relevant creative. An integrated approach to matching messaging with media helps advertising partners build strong, long-lasting relationships with their customers and specific markets.
Define your multicultural audiences with a privacy-centric approach
lt's no longer enough to communicate key business messages to broad target audiences. The power of messaging lies in the understanding of cultural cues nuances to ensure the right message resonates and connects with the right audience. lt's critical to ensure an understanding of how multicultural audiences interact with media daily and which screens they use most to consume content in order to meet customers where they are.
Consumers have expressed in multiple surveys that they do not feel adequately represented or authentically addressed in most of the ads they see. This means it is essential to develop inclusive and culturally relevant creative that consumers will perceive as authentic and relevant. Local nuances can have a major impact on advertising efforts. This is particularly true when businesses endeavor to forge connections with multicultural audiences.
It's more important than ever to take the time to assess communities in order to deliver more customized, inclusive, and culturally-relevant creative. An integrated approach to matching messaging with media helps advertising partners build strong, long-lasting relationships with their customers and specific markets.
Impactful and Effective Marketing
In summary, ensuring a balanced media mix, culturally-relevant creative and a privacy-centric approach will build a trusted customer experience for your business. Using these three marketing approaches as a guide to Connecting in a Multicultural World, advertisers can build a bridge between businesses and their communities and forge new paths that are both inclusive and impactful.