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Multicultural marketing in the digital age: Integrating Multicultural Capabilities into your Agency

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Most advertising professionals and marketers understand the historic cultural and economic shift represented by the burgeoning U.S. multicultural population. What most ad pros don't realize is how …

Most advertising professionals and marketers understand the historic cultural and economic shift represented by the burgeoning U.S. multicultural population. What most ad pros don't realize is how quickly this market is adopting digital technology, specifically social and mobile, and how this represents the biggest shift in the multicultural marketing landscape since the launch of Spanish-language TV. With more and more big general market ad shops quickly redefining "full service" to also include the Hispanic, African American, Asian and GLBTQ markets, find out how the multicultural digital media shift is creating a unique opportunity for all agencies to get into the multicultural game.

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  • I didn’t make this up. Nor do I entirely agree with this nomenclature. However, this is how corporate american has packaged it, and we all know that money moves down form corporate america down to us, agencies, and then down to media, etc. so their definition wins.
  • 107 million people
  • Hispanics’ median age, 27.4, is nine years below that of the wider population.
  • $462.3 million to $298.9 million
  • This is McDonald’s corporate mantra. Companies like P&G, Toyota, and Budweiser are following suit.
  • Transcript

    • 1. Multicultural Marketing in the Digital Age:
      Integrating Multicultural Capabilities into your Agency
      October 17, 2010
    • 2. Overview
      Introduction
      3 multicultural market forces
      2 industry trends
      The big [multicultural] takeaway
      Your opportunity and challenge
    • 3. introduction
    • 4. a little about me
    • 5. I’ve been working in advertising for the last 10 years
      My background :
      Economics
      Digital technology
      Management consulting
      I kind of stumbled into this business…
      Jose
    • 6. … and I’m one of the few people you’ll meet that runs a successful ad agency that never worked in advertising before.
    • 7. my story explains a lot
      1998: I left a consulting career to start a Hispanic-focused dot com
      Since that day, I found myself in the middle of a transformation of the advertising industry
    • 8. my agency
      I started Sensis in 2000 2 days after shutting down my dot com
      Sensis was started to address a small gap I saw in the ad business during my dot com days
      During the last 10 years I’ve realized that “that little gap” was actually bigger and more transformative than anything I could have ever imagined in 2000
    • 9. Sensis story
    • 10. clients I’ve worked with…
    • 11. agencies I’ve gotten to intimately know…
    • 12. But everything about me and Sensis always comes back to a simple story:
      What happens when digital and multicultural get so big and transformative that they can no longer be nicely packaged as marketing specialties?
    • 13. 3 market forces
    • 14. The growth of U.S. multicultural market
    • 15. let’s start with some definitions
      Multicultural markets = various minority groups
      Hispanic
      African American
      Asian American
      GLBTQ
      Other
      Middle Eastern, European, South Asian, Native American, Disabled, …
    • 16. Minorities makes up over 35% of the U.S. population
    • 17. Multicultural America
      Source: U.S. Census Bureau
    • 18. Multicultural buying power
      In billions… with a “B”
    • 19. How did we get here?
      Unprecedented immigration spurt of the 1980s
      Similar to that of the early 20th century
      Both have fundamentally remade the ethnic landscape of the U.S.
      83% of U.S. population growth during last decade came from minorities**
      * Source: Professor Jacob Vigdor, Duke University
      **Source: Brookings Institute
    • 20. By 2048 the minority will be the majority
      Source: U.S. Census Bureau
    • 21.
    • 22. in 13 years 50% of Americans under 18 will be minorities
      Source: U.S. Census Bureau
    • 23. Multicultural consumers are changing the general market
    • 24. They are young
    • 25. Young consumers that are:
      color blind
      shaping popular culture
    • 26. They are shaping the mainstream:
      setting trends in food, fashion, and music
    • 27. Salsa and ketchup
    • 28. "leading with ethnic insights"
    • 29. Multicultural consumers are themselves changing
    • 30. A majority are now U.S. born
    • 31. Multiracial Americans are now the fastest growing U.S. demographic group (5.3 million)
    • 32. And digital is changing the game…
    • 33. Multicultural and digital
      early adopters of new technology
      leading consumers of online content
      highly receptive audiences for online advertising
    • 34. Hispanics and Digital
      24.6 million consumers
      More than half (54%) of U.S. Hispanics use the Internet
      Internet access growing at a faster rate (13% since 2004) than among any other group
      Total purchasing power of $900 billion
      The mobile device is an important point of Internet entry for Hispanics
      They are heavy “data plan” users
      Over-index in advanced mobile usage
      Hispanics spend more time on social media sites than their general market counterparts
    • 35. African Americans and Digital
      30 million African-American online
      Nearly 80% of all African-Americans are online
      They are also among the early adopters of the mobile Internet
    • 36. Asians and Digital
      14 million Asian Americans online
      Internet penetration nearing 80%
      market is complex and difficult to reach,  due to the wide range of original nationalities, subcultures and languages. 
      Internet provides the greatest opportunity for micro- and macro-targeting consumers in this market.
    • 37. 2 industry trends
    • 38. Ethnic ad agencies have fallen behind
    • 39. Ethnic ad agencies are stuck in the analog era.
    • 40. Digital is passing them by
      Only 5% of all Hispanic media spend goes online
    • 41. Digital is a division
      Most ethnic ad agencies still treat digital as a division
      “Digital Director”
    • 42. Lack of sophistication
      Most media spend goes to Top 3 “ethnic” digital platforms
      Hispanic:
      African-American:
      Asian:
      GLBTQ:
    • 43. Large general market agencies are building multicultural capabilities
    • 44. In the last 12 months
    • 45. Draft FCB has formed a multicultural unit
    • 46. Home Depot has moved their Hispanic business to their general market agency, The Richards Group
    • 47. Burger King moved their Hispanic advertising to CP+B
    • 48. The big [multicultural] takeaway
    • 49. My thesis
    • 50. New definition of “full-service”
    • 51. Multicultural marketing will become an integrated capability of full service agencies
    • 52. A disruptive change
    • 53. Rapid, chaotic change usually means an opportunity for businesses that can see and exploit it
    • 54. New business models will emerge
      Remember Napster?
      The record industry tried to fight it
      Apple finally figured out how to exploit it
      Tower Records died
      iTunes was born
    • 55. Future advertising will look different
    • 56. Future advertising will look different
      But if you play close enough attention, you’ll see it’s already out there:
    • 57.
    • 58.
    • 59.
    • 60. What this means for you
    • 61. A huge opportunity
    • 62. Adapt to this new model – embrace and integrate multicultural capabilities
    • 63. Starting tomorrow
      Leverage what you already have
      Make multicultural understanding and/or background part of your new hire evaluations
    • 64. Starting next quarter
      Stop outsourcing multicultural work to other agencies
      Make digital your entry point
    • 65. It’s all about digital
    • 66. This is where ethnic ad shops are opening the door for you…
    • 67. Digital Entry Points
      Social
      Multicultural over-indexing in social media
      Mobile
      Multicultural early-adoption of mobile technologies
      Digital media
      Hispanics & African-Americans spend more time online than with any other medium
    • 68. A bigger challenge
    • 69. You need to quickly figure out and make multicultural an integral part of your agency
    • 70. How quickly?
      Depends on what type of agency you are (and hope to be)
      National?
      Regional?
      Industry-focused?
      Discipline-focused?
    • 71. THANK YOU!
      @jrvilla
      www.linkedin.com/in/josevilla
      www.thinkmulticultural.com
      jrvilla@sensisagency.com

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