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.
Choosing the wrong partners can almost always end in disaster. This is true of any relationship, romantic or professional. For fans of reality TV, this might be the desired outcome but in marketing, getting it right can often be the difference between success and failure. Outsourcing to the right digital marketing agency can be tricky and picking the right ETHNIC such shop is an artform. Here are a few helpful hints that will take the guess work out of choosing the right agency.
As a Latino American, I've been inherently curious about how corporate American advertising has elected to throw lure into the increasingly more important pond of Hispanic consumers. We've seen agency after agency fumble around in effort to balance being creative while being culturally sensitive and relevant. The work takes a level of skill and the right creative chemistry and diversity. I've made no secret of my adoration of the surprisingly few Hispanic advertising agencies that have managed to pull it off.
I have made it a personal hobby to keep tabs on the movers and shakers in the industry. In 2016, analysts predicted a 14%-17% rise in ad spending, however, many US companies have begun diverting dollars away from targeting Latino consumers for fear of offending Donald Trump's base according to Linda Lane Gonzalez, chairman of the Association of Hispanic Advertising Agencies. Last year around this time, I shared my personal rankings but given how much has changed for Latinos in America following the volatile election last Fall, I thought it would be interesting to see the contrast. Again, in honor of TV Upfront season, in no particular order, my top five Hispanic Advertising Agencies to watch.
Advertising for the ethnic consumer is tricky but it doesn’t have to be overly complicated. Regardless of your experience or proficiency, advertising should be taken seriously. Not only should you allocate budget, but also time for it. By prescribing to the right strategies and executing proper planning, execution and measurement, you can attain your goals and attract more multicultural leads to your business. Here are 4 simple ethnic advertising strategies you should be implementing right away.
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.