As America trends towards a more diverse society, everyone from the small business owner to the veteran marketer has had to adjust accordingly. We've been conditioned to target the biggest group of consumers as best practice. But this "general marketplace" is now contracting and at a rapid pace. Understanding the multicultural consumer is tremendous importance. Here are 7 multicultural marketing terms that you should know to get you started.
With the Latino demographic the coveted prize amongst marketers, there has been a lot of research and that has gone into developing best-practices on how to target the Hispanic Diaspora. However, no two Latinos are created equal and subscribing to one homogeneous strategy while effective has proved to yield often inefficient results. By using a more granular approach and targeting migrants from specific countries and the degree of generational removal, marketers will see the highest return on their spend.
While Americans in recent years have become more familiar with The Dominican Republic via their athletes and affordable vacation destinations, many are less so familiar with its Diaspora and the unique attributes that make it attractive for would-be marketers. Here are five interesting factors to consider in your Dominican Disapora marketing campaign.
We spend quite a bit of time here talking about the fruits of marketing to the Diaspora. However, I’d be remiss if we didn’t occasionally share the pitfalls as well. Like any global enterprise, there are dozens of factors, many out of a business’s control, that can adversely affect success. It’s important to stay informed. Here are 3 influencing factors you might not have known about Diaspora Marketing but should and some pro-tips to help you capitalize on them.
In the Summer of 2015 when then candidate Trump descended down the escalator in Trump Tower NYC and gave a speech in which he declared immigrants Mexicans specifically to be rapists and murderers there was an immediate shift within the Hispanic Diaspora.
As an agency largely focused on the multicultural demographic, Highbrid Media has been most solicited, and perhaps more successful in delivering the West Indian consumers to our clients above all other groups. The lack of reliable West Indian market research data has been a phenomenon facing our industry for decades. While some marketers historically have chosen to combine these groups with the African American consumers that share their skin complexion, the reality is they don’t share many other common threads in behavior. Still others, frustrated by the lack of valuable research, elect instead to ignore the audience all together. Both methods have proved costly and lazy as this viable marketplace remained largely elusive despite a steady growth in buying power. So why has West Indian market research data been so unreliable? We explore.