The Biggest Mistakes in Multicultural Marketing
Multicultural marketing is not easy to pull off… successfully. Many marketers—in an attempt to reach mainstream demographics—make blunders and mistakes that lead to big marketing failures.
On the other hand, marketers who pay attention to detail and take a prudent approach to ensuring that their marketing campaign is reflective of their intended audience are successfully able to communicate their message across several demographics.
Here are some of the biggest multicultural marketing mistakes that you should know of and a few propositions on how to avoid them.
Inaccurate translation of your message
As obvious as it may sound, the message of your multicultural marketing campaign needs to be translated accurately.
There have been numerous cases where brands have failed to connect with their target audience because their message got lost in inaccurate translation.
A famous example is Parker Pen’s marketing campaign in Spain. The translation of their English slogan “It won’t leak in your pocket and embarrass you” went horribly wrong. In the Spanish version, the slogan reads “It won’t leak in your pocket and make you pregnant.”
Therefore, you may want to hire a professional translator or at least a native speaker to do the job, as opposed to relying on Google Translate.
Ignoring the metrics
Metrics play an important role in crafting successful multicultural marketing campaigns. Not only do they facilitate you when you’re planning the content, but they also allow you to learn about the best channels to connect with your audience.
Many marketers fail to understand their target audience solely because they skimp on data collection that can provide valuable insights.
Raw data and statistics— when converted into meaningful information—help you learn about the target audience’s cultural history, country of origin, traditions, and other differentiators.
Consequently, it enables a brand to connect with their audience more effectively. Conversely, avoiding this step can result in a campaign that is based on redundant data and stereotypical mindsets, leading to a failed or even offensive strategy.
Relying on a single language
The majority of multicultural audiences are bilingual. However, most brands fail to realize this fact and only rely on a single language, which can significantly limit their reach.
For instance, a Pew Research Center report shows that 28% of Latino internet users are Spanish dominant. Considering this, you’re potentially losing 28% of your audience if you only rely on the English language.
Therefore, brands need to incorporate multiple languages in their multicultural marketing campaign and ensure that they’re effectively communicating their brand’s voice.
Bypassing the review process
A successful multicultural strategy requires a cautious approach and greater consideration than conventional marketing plans.
In order to save money, many marketers bypass the review process, which can often lead to cultural catastrophe. Ideally, the final product must go through multiple evaluations by external sources.
A review by expert auditing firms before launching a campaign can help to identify any stereotypical, clichéd, or insensitive approaches and correct them before they lead to a disaster.
Losing sight of your brand’s voice, tone, and message
Marketers often focus too much on the audience and lose sight of their brand’s tone, voice, and—most importantly—the message it wants to deliver.
It is extremely critical to maintain your tone, voice, and messaging, so the target audience can recognize your brand despite their cultural background.
Simply put, what’s the point of making a marketing campaign that does not help you differentiate from your competitors?
Create a winning multicultural marketing campaign
If you’re looking for expert advice for creating winning multicultural marketing campaigns, get in touch with us at GoDiversity.
We’re a professional ethnic marketing agency in New York that offers end-to-end marketing solutions to reach the multicultural market in the US.
Our ethnic marketing agency provides innovative advertising and marketing across a wide media platforms including TV, print, radio, social media, PR, direct mail, and mobile apps.
Contact us at (917)7976189 or drop an email at firstname.lastname@example.org for more information.
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