Key Lessons for Marketing To Multicultural Audiences

There is really no business or industry today that does not serve a heterogeneous market. The composition of your audience will vary broadly depending on your location and industry, but it undoubtedly consists of people from a range of cultural and linguistic backgrounds. Your marketing approach should be sensitive to the diversity of your audience. Steps you take to adopt multicultural marketing into your branding and lead generation strategies are sure to pay off in the form of a large, loyal audience that accurately reflects the demographic make-up of your target market. Here are some lessons to help you effectively target multicultural populations.

Driving Diversity and Inclusion

Today’s consumers actively seek out brands that are in touch with the world’s many cultures, and that actively strive to find a place in this diverse cultural landscape. Brands should recognize and embrace this movement. In doing so, they will attract and retain more customers, and perhaps reach new audiences.

Give and Take

If you have been targeting only one or two specific demographics, your first step is to decide on which new group you would like to reach. Focus at least part of your marketing strategy on reaching that demographic. Draw them in with an effective inbound marketing strategy, including content that they will find compelling. You can start actively marketing to them once you have their attention.

Mobile First

Many underserved demographics, including the black and Hispanic communities, are highly active on mobile. It stands to reason, then, that you would need to boost your mobile marketing tactics to reach them. Focus on creating high-quality mobile experiences from the top of your funnel to the point of purchase.

But Really, It's Always Family First

Common to all demographics, to varying extents, is a focus on family. Individuals in the Hispanic community, in particular, identify as members of nuclear families first, and as members of extended families of cousins, aunts, and uncles, second. Advertisers would do well to take a family-first approach in making their brands attractive to buyers in these communities.

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