Top Multicultural Marketing Trends in US
While designing a multicultural campaign to target the ethnic population in the US, brands need to focus on meaningful messages that connect with the intended ethnic population.
Instated of crossing out the diversity checkbox, brands should consider ethnic minorities as part of the wider customer base.
With digital mobile marketing and video content at the forefront, let’s take a closer look at the unique multicultural marketing trends in the US.
Total Market Approach
Popular amongst the multicultural markets, the total market approach was coined by the Association of Hispanic Ad Agencies (AHAA) as a benchmark for corporations to proactively target the diverse market segment.
It makes sure that businesses integrate multiculturalism as an everyday facet in the brand’s marketing. It also acknowledges ethnic communities in the US as part of the wholesome customer base. This includes ethnic minorities like Hispanics, Asians, and African Americans along with LGBTQ+ audiences.
The AHHA study found that approximately 54% of advertisers have successfully adopted this market strategy which includes brands like Wal-Mart, McDonald’s, Toyota, and Pepsi.
Focus Research On Driving Key Insights
While developing marketing strategies, we tend to rely on what we know and are familiar with. Businesses need to venture out of their comfort zone and focus on different cultures to drive key insights. Brand campaigns should be intricately thought out and well-researched to avoid stereotypes, cultural appropriation, and insensitive remarks that might upset the target audience.
The Key Generation Is Millennials
Millennials are important for marketing to the 18 and 34-year-old customers today. It showcases the purchasing power of the generation, especially the 42% of the 75 million Millennials that identify as multicultural.
These young adults are a loyal customer base that needs to be tapped into with diverse marketing tactics. Brands have to use their resources and dedicate the time and effort to design dynamic campaigns that resonate with the ethnic Millennials. Otherwise, they risk the boycott of a key market audience that’s not afraid to call out racist and discriminatory business practices.
The Role Of Micro-Influencers
While social media influencers and celebrities play a big role in creating brand awareness, small-scale influencers need to be highlighted as well.
Social media influencers with 100,000 to 1 million following have a smaller fan base compared to 10–20 million Instagram followers; but they pack a greater punch in term of engagement and content.
Neilson study found that people are more likely to trust recommendations from average and everyday people, unlike hard-to-reach celebrities.
Micro-influencers are the future of multicultural marketing as their small number of followers makes it easy to reach the local ethnic markets.
Mobile usage is skyrocketing with 237 million smartphone users recorded in the US in 2018 alone. People use their phones mostly to use Google and connect to social networking sites like Facebook, Twitter, and Instagram.
A recent study found 48% of consumers use the Google mobile search engine with a 31.35% click-through rate.
This trend showcases the importance of mobile indexing and enjoins businesses to optimize their websites to be visible and discoverable on search engine result pages (SERPs).
Successfully capture the multicultural market of the US by getting in touch with a local Hispanic marketing agency to reach the Latino audience.
Design creative marketing campaigns with GoDiversity. It’s one of the top New York Hispanic ad agencies that excels at providing integrated solutions for a wide range of media platforms like TV, print, radio, direct mail, PR, and social media.
For effective brand promotion, contact the dynamic creative team at (917)7976189 or email at [email protected] for further details.
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