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Multicultural marketing in the United States is expected to grow by 8% in 2024. Per PQ mediaHowever, it still accounts for less than 6% of total marketing spending this year.
While 8% growth is certainly not bad, it’s still not underwhelming considering that the U.S. Census Bureau expects the country to: “White Minority” Approximately 20 Years Later. And for some age groups, you won’t have to wait that long.Research led by hispanic marketing council* states that there is already a multicultural majority among people under 25 years of age.
As any good marketer knows, if you can develop an affinity for your brand while consumers are young, you have a solid chance of retaining them as you get older.
Last year, SmartBrief surveyed our readers to gather best practices for multicultural marketing. Here are his three top best practices shared by readers.
the study
Truly know your audience before and during your marketing campaigns and outreach to ensure your content is on point.
“One of the most important tips for a successful multicultural campaign is to understand and incorporate cultural insights that are relevant to your target audience.” CEO and Founder, Plan C Agency Giancarlo Pacheco Said. “This means going beyond basic demographic information and considering factors such as language, values, beliefs, customs and traditions.”
Also, if your team doesn’t have members of your target demographic, be sure to review content elements with members of that community.
“Double and triple check with the people who live and work within those groups to make sure it’s clear, correct and has a positive impact,” he says. elizabeth scarboroughMarketing and branding consultant.
Multiple respondents said nuance was important.
“Don’t use stereotypes,” said Ragland Communications CEO kim hunter. “Key messages must be culturally relevant and culturally sensitive.”
Target 10 Vice President of Client Services matt wagner He said the extra effort to discern nuance will be noted.
“There are too many multicultural campaigns leveraging the same people and themes, creating a sea of sameness. Digging deeper and identifying specific opportunities and partners shows that you are paying attention. and create increased resonance and engagement,” Wagner said.
represent
Research, messaging, and other behind-the-scenes activities and nuances demonstrate a true multicultural marketing commitment, but according to our experts, there are some obvious best practices to include.
They all boil down to this: Representation matters.
“Using multicultural imagery in your marketing helps readers and users of that particular race or culture see themselves using your product or service,” says Covington Travel Marketing. says the director. beverly mclean.
Other advice includes using the same language as your target audience and using something simple like country-specific formats for dates and times.
respect
While the aforementioned efforts – research and representation – are the foundation of a good multicultural strategy, our marketing experts say showing respect is essential.
“Always lead those you market to with dignity and respect,” says Vice President of Marketing and Communications at Neighborhood Family Practice. andrea lyons. “Be careful not to stereotype or ‘other’ people in your community.”
Dan Marketing CEO and Chief Brand Strategist Laura Dunn Like other types of marketing, he says, multicultural marketing is all about relationships.
“Today’s public is too familiar with, overexposed to, and distrustful of old-fashioned, one-way marketing techniques. This is doubly true for marginalized people who are often ignored,” Dunn says.
“For me, the beauty and challenge of modern marketing is that we live in a time where it can and must become personal, and to do that, you have to learn about your audience. , it takes a genuine willingness and effort to understand and communicate proactively,” says Dan.
Stay up to date on multicultural trends, news and campaigns. AAF Mosaic Center SmartBrief And that Hispanic Marketing Council SmartBrief.
*HMC is a SmartBrief Publishing Partner.
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