Shaping Consumer Behavior: 3 Strategies for Effective Digital Media Planning For Multicultural Markets
To advertise to multicultural markets effectively, digital marketers need to have insights into the consumer thought process for every market they want to target. It’s also important to understand that their potential audiences across the globe face different challenges and require different solutions and products altogether to solve them. Their preferences and priorities vary, and their needs and wants change.
Recently, an increasing number of businesses have started using digital media to reach multicultural consumers. If you’re trying to figure out what’s up with this trend, it goes back to the realization of the enormous size of the multicultural market in the United States.
This segment covers nearly 34% of the entire US population, and their purchasing power is estimated to be at over $2 trillion. The multicultural audience has a significant influence on the social media landscape; this has been confirmed by various studies by Pew Internet and Mintel.
Businesses that are looking to direct their social media planning efforts to the multicultural consumer market can benefit from these three effective strategies.
Make Multicultural an Integral Part of Your Overall Marketing Strategy
Rather than creating multicultural digital media campaigns in isolation, make them an integral part of your larger advertising strategy. For example, American Airlines launched BlackAtlas.com, which was specially designed for black customers.
According to the Director of Corporate Communications of American Airlines, Stacey F. Frantz, “This DSM [diverse segment marketing] approach includes African-Americans, US Hispanics, LGBT people, and women. BlackAtlas was a bold play into the African-American segment and one we’re really pleased to have made based on customer feedback.”
Engagement with Different Cultures
It’s important to have knowledge about other cultures to be able to develop a multicultural digital media strategy. And the knowledge must not be limited to language, food preferences, and taste in music.
According to the Advertising Research Foundation, conveying the same messages to captivate customers who are at different stages of life and belonging to different cultures is no longer effective and companies need to realize this.
Find an Emotional Connection
It has never been more important to establish an emotional connection with your target audience than today—specifically, when we are talking about multicultural markets.
Companies can involve themselves in community work for the betterment of untapped and unappreciated markets. Businesses can also put this record of involvement in social and community development activities on their website.
Customers prioritize brands that they believe are serving society. This can help companies build trust within communities, especially if they have been investing in them for longer periods.
Getting started with multicultural digital media planning can be a challenge. Make it easier for you and get in touch with Go Diversity today!
We are one of the leading multicultural advertising agencies in the US, with a team of young, talented and energetic marketers. We use specialized marketing tools to help you build your brand and successfully reach out to the diverse market segments.
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