News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
Top 3 tips for engaging multi-cultural campaigns
Look for more companies to focus on minorities and immigrants in the US ad space, says one expert, who points to the upcoming mid-term US elections to push more talk of minorities and immigrants past politicians and into American board rooms and even marketing departments.
The mid-term elections are coming up this November and one of the key issues on the table will be immigration. The dialogue around that national debate will shape how some brands tailor their multicultural marketing strategy.
Geoscape is a company that offers actionable insights into America's New Mainstream, which is comprised of high growth populations such as Hispanics, African Americans, Asians and millennials. Businesses often lack the technology, data and understanding to successfully communicate with New Mainstream consumers, leading them to instead rely on traditional and misguided approaches. Their CEO offers his top 3 tips to create better, more engaging multi-cultural ad campaigns.
First, engage your C-Suite.
"[Make] sure that [C-level executives] are fully on board with a multicultural strategy. It's important that direction comes from the top, so that messages make their way beyond the marketing department," said Cesar M. Melgoza, CEO and Founder, Geoscape.
Second, align all pieces of business. If in advertisements and marketing collateral, you're claiming to offer an authentic Hispanic experience, you need to deliver through the products that you're stocking, the employees you're staffing, the merchandising you're employing and the signage throughout the store.
Third, go granular.
"By segmenting and tailoring your message you're going to be far more successful in your efforts. The concept of appealing to different multicultural groups is becoming more mainstream, however, marketers need to take it a step further to consider factors, including, acculturation level of their audience, their country of origin, their language preferences and their socio-economic status," said Melgoza.
Image via Shutterstock
- Report outlines the impact on brands of email fraud
- Millennials losing faith in traditional banks, trust tech firms more
- Report finds 'last mile' issues continue to dismay consumers
- Consumer satisfaction with mobile commerce falling
- YouTube wants agencies to learn from their top creators
- Search marketing taking back seat as proving ROI challenging
- Study: Video big influencer for some voters
- Ad Roundup: Partnerships underscore importance of connection
Featured White Papers
- The 5 Principles of Engagement Marketing
In this ebook, we define each of those five principles, and show you what an engagement marketing strategy truly looks...