Happy New Year everyone. Right alongside the traditional rights of January (the broken resolutions and the cheesy income tax preparation commercial) is the annual industry prediction report. No industry adopts this process more than marketing, specifically digital marketing. With so much emphasis on key performance indicators, benchmarks and return on investment, experts believe that the data can help us accurately predict what happens next. Marketers will then use this information to predict trends and stay ahead of the curve. However, not much has been written about multicultural marketing trends.
Does it seem to you like Millennials are taking over the world? Everywhere we go, we hear about how Millennials are changing how we sell, market, and even vote. The Millennial generation has virtually flipped society as we knew it on its head. Damn the Millennials with their technology and their need for wifi and coffee, along with their impatience necessitating on-demand entertainment. Millennials have ruined everything right? Or have they?
Well you did it America! You finally made it through one of the most divisive and polarizing presidential elections of all-time. Traditional and social media's vast reach, our access to it, and the overload of information available at our fingertips took an emotional toll on the country. As we sift through the rubble, return to our lives and begin to look around, we will begin to see some changes. The multicultural advertising world and the role of the ethnic ad agency is one of those areas where we will most certainly see them.
Highbrid takes a similar approach to grassroots marketing in the ethnic community that a doctor or nurse might take with medication. Sure you can give a patient a pill and wait for it to eventually trickle down through the digestive system into the bloodstream, or you can intravenously inject that medication directly for maximum and immediate impact. Highbrid prescribes to the later. By using influencers or tastemakers in the targeted community to spread the brand messaging, you can get theimmediate and maximum impact of intravenous inoculation into the bloodstream of the community. Barbers were perfect for that.