1. Title: …........... Tips for Multicultural Marketing
By Fatou Diouf When it comes to marketing, there is no right and wrong, just ups and downs.
Marketing, one of the fastest ways to reach your consumers has grown exponentially in the last few
years. What once use to target everyone no longer does, with the world being so diverse; one size
simply does not fit all. Multi cultural marketing is the practice of communicating a product or service
to one audience of a specific ethnicity.
The idea is quite simple, “How do you promote the same product to different ethnic groups?” When it
comes to reaching these different ethnic groups, one must not comply within boundaries because of
differences such as, language, economic, education and country of origin play a major role in how your
consumer will respond to your marketing message.
1- Know your intended audience: To be a successful marketer, you have to be aware of your intended
audience. Who are you targeting? You must embrace all the distinctive lines and creases of your
intended audience culture. Whether that means employing the appropriate native tongue, incorporating
popular images or being mindful to culturally sensitive imagery. You must be able to submerge yourself
within that culture and only then will your consumers trust that you have adequate knowledge about
how your product can benefit them.
2- Create a multicultural marketing strategy: When building your campaign, your message should
always be clear and concise. It is imperative as a marketer to fully understand purchase drivers geared
towards that culture, and integrate it into your everyday marketing strategies and tactics. You must
research, plan, develop and execute your campaign based on your audience and its ethnicity.
3- Do not try and fool your target: No matter what you do resist the urge to fool your target. The
three largest ethnic groups in the US are Hispanics, African Americans, and Asian Americans, and in
less than 3 generations 41% of the world’s youth will be African according to the UN, World
Population Prospects: the 2010 Revision. Language being one the hardest barriers to break, one may
have issues marketing a product in the targeted audience’s language. Refrain from using translation
websites though they can be helping, in this case they are much more of a hindrance. Always hire a
professional from that native country, translation sites cannot capture the authenticity of your message
which damages your credibility
Being knowledgeable of one’s culture is important when it comes to the multicultural marketing world
because people tend to live within their cultural boundaries.
Author
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http://asbcommunications.com/