Infographic: Multicultural Marketing Industry Survey 2014

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Trends and demographics form the 1st ever conducted survey on the marketers inside the multicultural marketing industry. Now in the form of an infographic!

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Infographic: Multicultural Marketing Industry Survey 2014

  1. 1. EXECUTIVE SUMMARY Joinville created the multicultural marketing industry’s first survey on trends and demographics on the marketers moving this indus- try forward. 234 respondents were collected from multicultural marketing professionals in North America, Europe and Asia Pacific inside the global multicultural marketing industry. Media buying trends include social media advertising (Face- book/Twitter) targeting multicultural audiences – the majority of the marketers plan to increase the digital spend 2014 (68%) followed by an increase in ethnic event marketing activities (40%). MULTICULTURAL MARKETING INDUSTRY SURVEY MULTICULTURAL MARKETING INDUSTRY SURVEY PART ONE:PART ONE: 20142014 DEMOGRAPHICS COUNTRY OF RESIDENCE GENDER AGE EDUCATION LEVEL Male Around 40 years old Resides in the US Works with multicultural marketing full time in an agency Hispanic Outdoor Event Marketing Sponsorships As expected, the leading multicultural marketing audience is the HISPANIC GROUP (due to the considerable opportunity and US purchasing power), followed by South Asian, East Asian, African American and Arabic audiences. These results are valid across North America and Europe mostly. We were surprised that Hispanic targeting was not higher than 32% of the respondents and that Asian American was number 2 on the top audiences targeted. Return-on-Investment Print TV Radio Digital Direct Other Mid-to senior level executive Received at least a graduate degree and has about 10 years of experience LEVEL OF CURRENT POSITION MULTICULTURAL MARKETING EXPERIENCE WHICH ETHNIC AUDIENCES DOES YOUR COMPANY TRY TO REACH USING MULTICULTURAL MARKETING TOOLS? WHAT KIND OF MARKETING WILL YOU INCREASE IN 2014? WHAT IS THE MOST IMPORTANT FOCUS WHEN YOU WORK ON MULTICULTURAL MARKETING CAMPAIGNS? BRAND AWARENESS SALES OTHER HOW MUCH OF THE ANNUAL MEDIA BUDGET DOES YOUR COMPANY SPEND ON MULTICULTURAL MARKETING? companies spend 64% 36% United States High School Professional degree or training Undergraduate degree Graduate degree Post-graduate degree None of the above Other Entry level Canada United Kingdom Other 54.14% 24.06 % 2% 18-25 34-44 55-65 26-34 45-54 41% 17% 26% 13% 7.52 % 14 % 1% 8% 19% 3% 2% 5% 24% 34% 32% 6% 11% 31% 52% < 2 years 2-5 years 5-10 years >10 years 34% 32% 25% 80-100% 18% 35% 16% 68% 40% 28% 49% 80 70 60 50 40 30 20 10 0 12% 24% companies spend 60-80% 9.5% companies spend 0-20% 22% 4% 35% 2% Associate Mid-senior Director C-level Executive DEMOGRAPHICS CONCLUSION PART TWO:PART TWO: INDUSTRY TRENDS PART THREE:PART THREE: MULTICULTURAL MEDIA YES Social NO South Asian Asian African American Arabic WHAT ARE THE MOST IMPORTANT METRICS TO EVALUATE PERFORMANCE? WHICH SOCIAL MEDIA CHANNELS DO YOU USE FOR MULTICULTURAL MARKETING PURPOSES? HOW MUCH OF THE ANNUAL MULTICULTURAL MARKETING BUDGET IS SPENT ONLINE? DO YOU BUY DIGITAL/ONLINE (DISPLAY, SOCIAL, VIDEO, SEARCH, MOBILE, ETC.) MEDIA? WHAT KIND OF DIGITAL/ONLINE MEDIA DO YOU BUY? 63% 70% 30% Brand Awareness 58% 57.6% 84% 54% 17% 80% Display 74% Video Mobile E-mail Conversions Search 62% CONCLUSION #1CONCLUSION #1 While importance of a focused multicultural marketing targeting ethnic niched audience is traditionally strongly recognized in the industry, it’s becoming more and more viewed as an integral part of a company’s marketing activities inside a Total Marketing framework in the US. This discussion is not yet present in countries like Canada, Australia or UK but will most likely emerge the years to come. Moreover, multicultural marketing isn’t viewed anymore as beneficial to large brands only. Very often specific, narrow niche products and brands are successfully promoted using multicultural marketing tools and techniques. CONCLUSION #2CONCLUSION #2 Despite TV commercials importance in the advertising industry, its significance is subject to a fierce discussion among multicultural practitioners. Digital channels are viewed as the future of multicultural advertising with Digital leading the way with 68% of the multicultural marketers increasing spend in 2014. 2/3 of the respondents are confident in a spend increase in digital advertising in the following year budget, which is mostly display and social advertising, such as Facebook, but also Twitter and LinkedIn. CONCLUSION #3CONCLUSION #3 Although most of the respondents believe brands benefit from multicultural marketing, the results show that most brands spend less than 20% of their budget on multicultural marketing. According to the study results, US, Canada and UK share a similar multicultural marketing landscape where 1/3 participants spend less than 40% budget on multicultural marketing and 2/3 spend more than 40% of the budget. CONCLUSION #4CONCLUSION #4 Online media seems to be the most underestimated media option as 27% of the multicultural marketers stated to spend only 0-20% of the budget there, only 17% stated to spend 40-60%. If we drill down and look at differences between the company types, we see that Agencies and Multicultural Publisher spend the least amount of media budget online - 20% of the Publishers spend 0-20% of the budget online whereas 19.1% of the Agencies do so. Multicultural brands have an unclear picture on online spend and 17.6% didn’t even know about their budgeted amount for online spend.

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