The days where marketers could categorize the population into buying personas are gone because we’ve entered the new era defined by personalization. At the same time, 84% of millennials don’t trust traditional ads and discover 50% of the new products outside of physical stores.Īpparently, mass-oriented marketing and advertising tactics are losing their effectiveness. They make up the largest population cluster in the US, representing over 75 million people. Segmenting by age reveals that multicultural millennials (aged 18 to 34) consume media at a very high pace ( 93% smartphones, 89% Smart TV, 78% radio, 62% blogs).When it comes to Asian Americans, they don’t seem to be active TV watchers or radio listeners. As seen from a content consumption report, African Americans are the most active television watchers, followed by Hispanics, who also prefer mobile internet and radio.The numbers below illustrate general content consumptions habits: how and where people of different ethnicities prefer to consume content. If you’re not doing multicultural marketing yet, then you’re not doing marketing at all. As predicted by the US Census Bureau, by 2060, the Hispanic population will have grown by 115% and by that time will make up 29% of the total US demographic. The Asian American population grew by at least 72% between 20, as reported by Pew Research, which made this ethnic group the fastest growing in the US. How different ethnicities consume content But first, let’s consider why it is so important. We’ve compiled some of the most effective tactics that could help you to implement multinational marketing campaigns. It's all about meeting the needs of specific target audience segments instead of delivering an impersonal message designed for both everyone and no one in particular. Multicultural marketing campaign strategy includes targeting people of different cultural backgrounds individually but with the brand's same overarching touch. This guide is designed to enable you to review and refresh their existing approach to campaign planning in order to develop a more structured process which integrates the latest digital marketing techniques better.Īccess the Marketing campaign planning guide Download our Individual Member Resource – Marketing campaign planning guide
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