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Key Consideration Stage Tools of the Multicultural Marketing Funnel


The second stage in the multicultural marketing funnel is the consideration stage.  By far the most misunderstood, its a critical step in the decision making process of a consumer.  It is during this stage that the buyer actually defines their problem and researches options to solve it.  Unlike the awareness stage where you're strictly providing value, during the consideration stage marketers are intending to drive behavior which is no easy task.  Multicultural consumers are extremely brand loyal and overall hesitant to experiment on new products.  While heavy lifting, this stage provides a huge opportunity because if your competition is not investing in it, you win the sale.  

The Multicultural Marketing Funnel is much different than a sales process.  Old school sales no longer works the same in the age of the Internet   Consumers have far too much information at their fingertips.  Sterotypical sleezy car-salesman types historically would attempt to have you breeze through, if not skip, the consideration stage altogether.  Attempting to do that today is a miscalculation of the needs of the multicultural buyer.  The purchase decision is far more layered and complex than making a decision to buy or not but instead factors like convenience, quality even social mission play an important factors.  Buyers are no longer just motivated by price.  

Its important to leverage pain and recognize that the challenges of the multicultural consumer are unique and often ignored.  They expect you to understand the differences that make them unique and account for them in your business model.  In return, loyalty is often the light at the end of the tunnel.  Here are a few essential tools to help you navigate through the Consideration stage of the Multicultural Marketing Funnel.

Juan Perez Comment
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Multicultural, marketing funnel, consideration stage

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5 Statistics That Prove Multicultural Millennials Run The World

If you ever had any doubt about the power of millennials and their effect on the American economy read on.  According to Pew Research, Millennials (also known as Generation Y) are defined as those individuals born after 1980 and the first generation to come of age in the new millennium.  They are currently between the ages of 21 and 34 and at more than 75 million, make up the largest consumer group in the United States.  By 2036, that number is projected to grow to more than 81 million. 

At Highbrid Media, we’ve discovered through our research that the nucleus of influence or the drivers behind buying trends and behavior amongst this group is held within its most diverse sectors, a subset we’ve defined as Multicultural Millennials.  We’ve dedicated a tremendous amount of time and resources exploring the research not just from a quantitate but also qualitative perspective to help our clients better engage with this very important demographic group.  Adweek recently published an article featuring research from Buzz Marketing Group which illustrates media, tech and shopping trends coming from this segment. Numbers will only give you part of the picture, knowing how to interpret and capitalize on these perceived opportunities is where winning strategies are birthed.  Here are 5 statistics to prove that Multicultural Millennials Run the World.  

Juan Perez Comment
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Multicultural, Statistics, Multicultural Millennials

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5 Interesting Keys For Successful Dominican Diaspora Marketing

 

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.

Juan Perez Comment
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Multicultural, Diaspora, Dominican

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Tactics a Multicultural Advertising Agency Can Use

 

Typically when a Multicultural advertising agency works on a clients behalf there is a mandate to reach one or many demographics within the multicultural space. Although no agency wants to deliver cookie-cutter solutions there  fundamental tactics that a multicultural advertising agency can implement that are universal in their application, but uniquely suited and effective with the multicultural audience. Grassroots activations, non-traditional media, event sponsorship, digital marketing have proven time and again to be cornerstones of strategy a multicultural advertising agency can implement for their clients.

Daniel Gutzmore Comment
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Multicultural, Ad Agencies, Advertising, Multicultural Advertising, multicultural Advertising agencies

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Keys to Multicultural Student Recruitment

 

They're elements to student recruitment that are universal no matter the institution or level of education being provided. When it comes to Multicultural student recruitment through some of the elements become more nuisance and it's up to admissions departments and recruitment agencies to be in tune with the differences in attracting multicultural Students vs. the General Market student. They're a number of Key elements to Multicultural Student recruitment here are 5.

Daniel Gutzmore Comment
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Multicultural, Student Recruitment, mulicultural student recruitment

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