Multicultural marketers embrace social and mobile marketing

A new survey from the Association of National Advertisers has found that, while multicultural marketers lag behind general market counterparts when it comes to the use of websites, search and blogs, they lead the way when it comes to mobile marketing and social networks.

by Helen Leggatt

Members of the ANA were surveyed, 326 from the general market and 53 involved in multicultural marketing. The resulting data is included in the white paper “The Use of Digital Media for Multicultural Marketing”, available to ANA members.

The data demonstrated that more multicultural marketers use mobile marketing than general market advertisers – 38 percent compared to 28 percent.

Why? Because research has found multicultural users, in particular Hispanics, more likely to be advanced users of cellphone technology and to more fully utilize the communication technology available.

According to Forrester data, quoted on Adage.com, Hispanics are more likely than non-Hispanics to “have cellphones with cameras (65% and 48%), video (41% and 17%), music (42% and 15%) and internet access (57% and 39%).”

When it comes to the use of social networks the ANA survey data showed that almost twice as many multicultural marketers than general market plan to use social networks for the first time in the coming year – 36 percent compared to19 percent.