The Anatomy of a Great Multicultural Marketing Campaign
Do you want to maximize the revenue you generate from your product? Make your business a full-fledged brand that enjoys massive popularity?
The recipe for a successful product or service includes quality, differentiation, a unique value proposition—and, of course, a great marketing campaign!
Contrary to popular belief, though, a great marketing doesn’t reach out to everyone. Instead, it aims to reach the right kind of people. So before you even commence the campaign, it’s essential that you identify the target market and understand its demographics.
Let’s look at some specific components of a great multicultural marketing campaign:
Understand the way customers consume content
Content consumption is how a certain community interacts with media. For example, research shows that Hispanic people are very committed to television, even though they also follow radio channels and use mobile internet. Asian Americans, on the other hand, are quite the opposite.
The community is also big on social media usage. Another study suggested that over half of the Hispanic population uses Snapchat every day, while 73% use Facebook regularly.
When you’re aware of the platforms that target audience your target audience is on, you can channel your resources the right way and make more informed and meaningful campaigns. This will also prevent unnecessary spending on content that won’t even be consumed.
No marketing campaign is aimed at just attracting new customers. The main objective is to retain existing ones and establish long-term relationships. Therefore, a customer relationship management system might help you implement your campaigns well.
One of the biggest advantages of a CRM system is that it helps you measure and quantify customer interaction. It accumulates consumer data from various sources and presents it in a meaningful way. With the help of this information, you can judge campaign results, responses to activities, and consumer behavior regarding your offering.
Using this information, you can create more personalized ads strictly for the Hispanic community. When you know how a certain ethnic group buys and spends their money, you can promote the same values by creatively using your ads.
The future of advertising is neither in-store nor online—in fact, it’s omni-channel advertising. But first, here’s a precursor.
Multi-channel means integrating all channels that can convey a brand message to customers. This includes TV, desktop, mobile, press, as well as in-store merchandising. If you’re focused on multicultural ethnic groups, look for channels that they most frequently use and integrate them into your campaign.
Omni-channel marketing isn’t the same as multi-channel marketing. It gives customers a more seamless experience. Your marketing campaign will be more effective if it delivers the same message across all platforms and enables customers to interact with the brand via various methods. When the company monitors the transitions the customer makes from one channel to another, they’re better able to judge whether their strategies are working.
Another winning ingredient to your recipe of a good multicultural advertising campaign is to get the right kind of agency on board. Go Diversity is always up for the job as far as Hispanic advertising is concerned!
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