Digital Media & Multicultural Marketing: Hispanic, African American & Asian American Populations

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98 percent of population growth in the largest U.S. metropolitan areas in the past 10 years has been in non-white populations. The U.S. multicultural market, widely regarded as Hispanics (Latinos), African Americans, Asian Americans and Whites, is of increasing importance to marketers of a broad range of brands.

Would you be surprised if minority groups led the adoption of non-voice activity on cell phones? How should marketers navigate the increasingly diverse, digital world where minorities might make up the majority of users of new technologies?

This presentation offers a crash course in understanding the U.S. multicultural market and how to leverage digital media to reach it. This deck was originally shared at PodCamp Philly 2011 (#PCPhilly2011).

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Digital Media & Multicultural Marketing: Hispanic, African American & Asian American Populations

  1. DIGITAL MEDIA& MULTICULTURAL MARKETING 10 LESSONS FOR A DIVERSE, DIGITAL WORLD
  2. BEN GROSSMANcommunications strategist 602 741 0314 @bengrossman ben@ben-grossman.com www.ben-grossman.comwww.slideshare.net/bengrossman
  3. Q: What is multicultural marketing?
  4. ^ not this.
  5. >more this.
  6. Q: What is multicultural marketing?A: Targeting and communicating toethnic segments based on their owncultural framework.
  7. Q: What is multicultural marketing?A: Targeting and communicating toethnic segments based on their owncultural framework.A2: The U.S. market is generally researched using a four-partbreakdown: African-American, Hispanic, Asian American andnon-Hispanic White.
  8. “To understand the New America today requiresmore than a single cultural lens.Instead, it is as meaningful to look for cross-ethnicity similarities as it is to acknowledgecultural differences.” Don Coleman Chairman of GlobalHue
  9. 10LESSONSin a diverse, digital world
  10. 10LESSONSin a diverse, digital world 1. Multicultural Is The Future 2. Good Ideas Are Global 3. Digital Divide Doesn’t Mean No Digital 4. Understanding Acculturation 5. Young & Dreamy 6. You Better Get With My Strangers 7. Multicultural Means Mobile 8. Put Social at the Center 9. Speak My Language(s) 10. Don’t Try Too Hard… But It’s Not Easy
  11. 10LESSONSin a diverse, digital world 1. Multicultural Is The Future 2. Good Ideas Are Global 3. Digital Divide Doesn’t Mean No Digital 4. Understanding Acculturation 5. Young & Dreamy 6. You Better Get With My Strangers 7. Multicultural Means Mobile 8. Put Social at the Center 9. Speak My Language(s) 10. Don’t Try Too Hard… But It’s Not Easy
  12. MULTICULTURALIS THE FUTURE
  13. hispanics and non-whites account for 98% of the population growth in theBROOKINGS INSTITUTE | 2011 last decade
  14. 20 42 the year whites will be a minority in the U.S.BLOOMBERG | 2004
  15. 1 MILLION MORE THAN EXPECTED ^Number of Hispanics counted in the 2010 U.S. CensusU.S. CENSUS | 2011
  16. of the hispanics counted, 50%U.S. CENSUS | 2011 were under the age of 26
  17. 10LESSONSin a diverse, digital world 1. Multicultural Is The Future 2. Good Ideas Are Global 3. Digital Divide Doesn’t Mean No Digital 4. Understanding Acculturation 5. Young & Dreamy 6. You Better Get With My Strangers 7. Multicultural Means Mobile 8. Put Social at the Center 9. Speak My Language(s) 10. Don’t Try Too Hard… But It’s Not Easy
  18. 10LESSONSin a diverse, digital world 1. Multicultural Is The Future 2. Good Ideas Are Global 3. Digital Divide Doesn’t Mean No Digital 4. Understanding Acculturation 5. Young & Dreamy 6. You Better Get With My Strangers 7. Multicultural Means Mobile 8. Put Social at the Center 9. Speak My Language(s) 10. Don’t Try Too Hard… But It’s Not Easy
  19. GOOD IDEASARE GLOBAL
  20. GLOBAL IDEA:HAPPINESSCoca-cola found an unexpected wayto brighten the days of its vendingmachine customers: happiness.Campaign highlights:• Universal Concept: Everyone understands happiness• Accessible: Users of all cultures use video sharing sites• No Words Necessary: The concept is as good without words as it is with, making translation a nonissue
  21. GLOBAL IDEA:HAPPINESS(TRANSLATED)
  22. GOOD IDEASARE GLOBAL• Ef cient, because they can apply to all (or many) cultures• Universal concept that is easy to understand• Concept that is not dependent upon language or culture• Sometimes, good global ideas aren’t possible and niche ideas are necessary to reach targeted audiences
  23. GLOBAL IDEA:FUNVolkswagen found a way to engageconsumers to nd new ways to expressits brand promise for automobiles: fun.Campaign highlights:• Universal Concept: Everyone likes to have fun• Crowdsourced Content: Automatically generates content that is culturally relevant to the audiences participating in the initiative• Niche Friendly: The same concept could be used around the world, rallying users around one social cause, instead of driving them apart
  24. GOOD IDEASARE GLOBAL• Make sure to use a technographically appropriate channel to distribute idea• Video and mobile tend to be more universal• Consult technographic behavior research (i.e. globalwebindex.net)• Ideas should have legs so they can be used for longer periods of time
  25. 10LESSONSin a diverse, digital world 1. Multicultural Is The Future 2. Good Ideas Are Global 3. Digital Divide Doesn’t Mean No Digital 4. Understanding Acculturation 5. Young & Dreamy 6. You Better Get With My Strangers 7. Multicultural Means Mobile 8. Put Social at the Center 9. Speak My Language(s) 10. Don’t Try Too Hard… But It’s Not Easy
  26. 10LESSONSin a diverse, digital world 1. Multicultural Is The Future 2. Good Ideas Are Global 3. Digital Divide Doesn’t Mean No Digital 4. Understanding Acculturation 5. Young & Dreamy 6. You Better Get With My Strangers 7. Multicultural Means Mobile 8. Put Social at the Center 9. Speak My Language(s) 10. Don’t Try Too Hard… But It’s Not Easy
  27. DIGITAL DIVIDEDOESN’T MEANNO DIGITAL
  28. DIGITAL DIVIDEDOESN’T MEANNO DIGITAL ...it means different digital.
  29. 1/4 smart phone users depend on them as their primary source of internetPEW INTERNET | 2011
  30. For several years, Pew Internet has found HISPANICS & AFRICAN-AMERICANS are more likely than whites to use their cell phones for non- voice applicationsPEW RESEARCH | 2011
  31. “ONLINE HISPANICS ARE EAGER AND ADVENTUROUS” GENERAL MARKET HISPANIC MARKET 13% EARLY ADOPTERS 27% 22% TECH EXPERT BY FRIENDS/FAMILY 36% 24% KEEP UP WITH THE LATEST TECH 33%AOL CYBERSTUDY | 2010
  32. 10LESSONSin a diverse, digital world 1. Multicultural Is The Future 2. Good Ideas Are Global 3. Digital Divide Doesn’t Mean No Digital 4. Understanding Acculturation 5. Young & Dreamy 6. You Better Get With My Strangers 7. Multicultural Means Mobile 8. Put Social at the Center 9. Speak My Language(s) 10. Don’t Try Too Hard… But It’s Not Easy
  33. 10LESSONSin a diverse, digital world 1. Multicultural Is The Future 2. Good Ideas Are Global 3. Digital Divide Doesn’t Mean No Digital 4. Understanding Acculturation 5. Young & Dreamy 6. You Better Get With My Strangers 7. Multicultural Means Mobile 8. Put Social at the Center 9. Speak My Language(s) 10. Don’t Try Too Hard… But It’s Not Easy
  34. UNDERSTANDINGACCULTURATION
  35. UNDERSTANDINGACCULTURATION• Especially important for the Hispanic and Asian American markets, acculturation is the extent to which cultural features from the mainstream have been adopted by others• Multi-tiered messaging to different levels can be effective• Take cues from acculturation that inform language, messaging, channel and even color palette
  36. THREE STAGES OF HISPANIC MARKET ACCULTURATION: % OF MARKET UNACCULTURATED • 1st generation • • • • Spanish speakers Maintain culture Median age: 40 Lived in U.S. avg. of 7 years 46% • 2nd - 3rd generation ACCULTURATED • • • • English speakers Losing touch with culture Median age: 37 Lived in U.S. avg. of 36 years 23% PARTIALLY • 1st - 2nd generation ACCULTURATED • • • • English/Spanish speakers U.S./Foreign Born Median age: 34 Lived in U.S. avg. of 22 years 31%AOL CYBERSTUDY | 2010
  37. THREE STAGES OF ACCULTURATION: CONSIDERED KEEP UP WITH TECH EXPERT EARLY ADOPTER THE LATEST BY FRIENDS & OF TECHNOLOGY TECHNOLOGY FAMILY UNACCULTURATED 29% 41% 41% PARTIALLY ACCULTURATED 35% 40% 25% ACCULTURATED 34% 31% 22%AOL CYBERSTUDY | 2010
  38. 10LESSONSin a diverse, digital world 1. Multicultural Is The Future 2. Good Ideas Are Global 3. Digital Divide Doesn’t Mean No Digital 4. Understanding Acculturation 5. Young & Dreamy 6. You Better Get With My Strangers 7. Multicultural Means Mobile 8. Put Social at the Center 9. Speak My Language(s) 10. Don’t Try Too Hard… But It’s Not Easy
  39. 10LESSONSin a diverse, digital world 1. Multicultural Is The Future 2. Good Ideas Are Global 3. Digital Divide Doesn’t Mean No Digital 4. Understanding Acculturation 5. Young & Dreamy 6. You Better Get With My Strangers 7. Multicultural Means Mobile 8. Put Social at the Center 9. Speak My Language(s) 10. Don’t Try Too Hard… But It’s Not Easy
  40. YOUNG& DREAMY
  41. YOUNG & DREAMY • In general, multicultural markets tend to be young and hopeful • 89% of Hispanic youth (18-25) say career success is very important to their lives • 72% of Hispanic youth expect to be better off nancially than their parents • 61.6% of multicultural Americans agree that “my children will have a better life than I do,” while only 37.4% of non-Hispanic Whites share that aspirationAOL CYBERSTUDY | 2010GLOBAL HUE | 2011
  42. YOUNG & DREAMY Acculturated Partially Acculturated Unacculturated DAILY USE OF TECHNOLOGY Send text messages TO COMMUNICATE WITH FRIENDS BY HISPANIC YOUTH Talk on a cell phone Use a social networking site Meet in person outside school/work Talk on a landline or home phone Use emailPEW HISPANIC CENTER | 2011
  43. 10LESSONSin a diverse, digital world 1. Multicultural Is The Future 2. Good Ideas Are Global 3. Digital Divide Doesn’t Mean No Digital 4. Understanding Acculturation 5. Young & Dreamy 6. You Better Get With My Strangers 7. Multicultural Means Mobile 8. Put Social at the Center 9. Speak My Language(s) 10. Don’t Try Too Hard… But It’s Not Easy
  44. 10LESSONSin a diverse, digital world 1. Multicultural Is The Future 2. Good Ideas Are Global 3. Digital Divide Doesn’t Mean No Digital 4. Understanding Acculturation 5. Young & Dreamy 6. You Better Get With My Strangers 7. Multicultural Means Mobile 8. Put Social at the Center 9. Speak My Language(s) 10. Don’t Try Too Hard… But It’s Not Easy
  45. YOU BETTERGET WITHMY STRANGERS
  46. IF YOU WANT TO BE MY LOVER,YOU BETTERGET WITHMY FRIENDS S TRAN GERS
  47. HISPANICS INTERNET 28% 72% trust a friend’s opinion of a trust a the opinion of an online product/service stranger through product reviewsAOL CYBERSTUDY | 2010
  48. 92% of multicultural marketers say their websites are part ofASSOCIATION OF NATIONAL ADVERTISERS | 2010 their efforts
  49. 62% have a Spanish language website. 92% of multicultural marketers say their websites are part ofASSOCIATION OF NATIONAL ADVERTISERS | 2010 their efforts
  50. 62% 16% have a Spanish language have an Asian website. language website. 92% of multicultural marketers say their websites are part ofASSOCIATION OF NATIONAL ADVERTISERS | 2010 their efforts
  51. THINK IT’S WRONG?
  52. THINK IT’S WRONG?THINK ABOUT YOUR MARKET.
  53. THINK IT’S WRONG? THINK ABOUT YOUR MARKET. ONLY 3.1% TRUST A SPANISH WEBSITE MORE THAN AN ENGLISH ONE.AOL CYBERSTUDY | 2010
  54. THINK IT’S WRONG? THINK ABOUT YOUR MARKET. ONLY 3.1% TRUST A SPANISH WEBSITE MORE THAN AN ENGLISH ONE. ONLY 2.8% THINK A SPANISH SITE HASAOL CYBERSTUDY | 2010 MORE USEFUL INFORMATION.
  55. YOU BETTER GET WITH MY STRANGERS • In the mainstream U.S. population, the opinions of friends and family rank as the most trusted form of advertising • In multicultural markets, trusted sources differ intensely: religious leaders, politicians and even strangers can be key • Seek to understand whether the target desires greater blending with the mainstream market or is dedicated to maintaining its ownNIELSEN | 2011 culture and language
  56. 10LESSONSin a diverse, digital world 1. Multicultural Is The Future 2. Good Ideas Are Global 3. Digital Divide Doesn’t Mean No Digital 4. Understanding Acculturation 5. Young & Dreamy 6. You Better Get With My Strangers 7. Multicultural Means Mobile 8. Put Social at the Center 9. Speak My Language(s) 10. Don’t Try Too Hard… But It’s Not Easy
  57. 10LESSONSin a diverse, digital world 1. Multicultural Is The Future 2. Good Ideas Are Global 3. Digital Divide Doesn’t Mean No Digital 4. Understanding Acculturation 5. Young & Dreamy 6. You Better Get With My Strangers 7. Multicultural Means Mobile 8. Put Social at the Center 9. Speak My Language(s) 10. Don’t Try Too Hard… But It’s Not Easy
  58. MULTICULTURALMEANS MOBILE
  59. MULTICULTURAL MEANS MOBILE SMART PHONE ADOPTION RATE 45% HISPANIC 45% ASIAN AMERICAN 33% AFRICAN AMERICANPEW INTERNET | 2010 27% NON-HISPANIC WHITE
  60. MULTICULTURAL MEANS MOBILE Hispanics Whites African Americans NON-VOICE CELL PHONE USAGE Access any non-voice app BY ETHNICITY Access the internet Send/receive email Send/receive text message Send/receive instant messagePEW INTERNET | 2010
  61. MULTICULTURALMEANS MOBILE• Before you do anything, make sure your website is optimized for mobile• Consider whether a mobile application is a smart idea for your brand• SMS Text campaigns can be highly effective and easily bilingual (offer different keywords for different languages)• Consider the power of instant messaging -- especially for customer support
  62. 10LESSONSin a diverse, digital world 1. Multicultural Is The Future 2. Good Ideas Are Global 3. Digital Divide Doesn’t Mean No Digital 4. Understanding Acculturation 5. Young & Dreamy 6. You Better Get With My Strangers 7. Multicultural Means Mobile 8. Put Social at the Center 9. Speak My Language(s) 10. Don’t Try Too Hard… But It’s Not Easy
  63. 10LESSONSin a diverse, digital world 1. Multicultural Is The Future 2. Good Ideas Are Global 3. Digital Divide Doesn’t Mean No Digital 4. Understanding Acculturation 5. Young & Dreamy 6. You Better Get With My Strangers 7. Multicultural Means Mobile 8. Put Social at the Center 9. Speak My Language(s) 10. Don’t Try Too Hard… But It’s Not Easy
  64. PUT SOCIALAT THE CENTER
  65. PUT SOCIAL AT THE CENTER TWITTER USE HISPANIC 19% AFRICAN AMERICAN 25% NON-HISPANIC WHITE 9%PEW INTERNET | 2011
  66. PUT SOCIAL AT THE CENTER VIDEO SHARING SITE USE HISPANIC 81% AFRICAN AMERICAN 76% NON-HISPANIC WHITE 69%PEW INTERNET | 2011
  67. HISPANIC TECHNOLOGY USE TO PASS VIRAL CONTENT HISPANIC POWER USER MAINSTREAM HISPANIC VIA EMAIL (MESSAGE OR LINK) 79% 91% OVER THE PHONE OR IN-PERSON 38% 55% IM TO FRIENDS/FAMILY 64% 51% WRITE A BLOG 52% 21% SOCIAL NETWORKING SITE 68% 55% WRITE A REVIEW ON A REVIEW SITE 28% 6%AOL CYBERSTUDY | 2010
  68. PUT SOCIALAT THE CENTER• Research the most popular modes of communication before deciding what type of content to produce• Tap into the power of videos, by creating series that users latch on to and share with friends• Look carefully at emerging platforms, including Twitter, to identify the right channel for an initiative• Use social to bring your communities together, instead of splitting them apart
  69. PUT SOCIAL AT THE CENTER • Research the most popular ways to communicate before deciding what type of content to produce YOU CAN STILL POST IN • Tap into the power of videos, bySEPARATE LANGUAGES AND TO creating series that users latch on DIFFERENT COMMUNITIES IN ONE PLACE! to and share with friends • Look carefully at emerging platforms, including Twitter, to see if it’s the right channel for an initiative • Use social to bring your communities together, instead of sending them apart
  70. 10LESSONSin a diverse, digital world 1. Multicultural Is The Future 2. Good Ideas Are Global 3. Digital Divide Doesn’t Mean No Digital 4. Understanding Acculturation 5. Young & Dreamy 6. You Better Get With My Strangers 7. Multicultural Means Mobile 8. Put Social at the Center 9. Speak My Language(s) 10. Don’t Try Too Hard… But It’s Not Easy
  71. 10LESSONSin a diverse, digital world 1. Multicultural Is The Future 2. Good Ideas Are Global 3. Digital Divide Doesn’t Mean No Digital 4. Understanding Acculturation 5. Young & Dreamy 6. You Better Get With My Strangers 7. Multicultural Means Mobile 8. Put Social at the Center 9. Speak My Language(s) 10. Don’t Try Too Hard… But It’s Not Easy
  72. SPEAK MYLANGUAGE(S)
  73. >code-switching campaign
  74. > code-switching campaignthe concurrent use of more than one language, or language variety, in conversation
  75. SPEAK MYLANGUAGE(S)• Code-switching trend, especially with partially acculturated• Appropriate and re ective photography• Holidays and cultural events• Know what you’re translating: Got Milk? = Are you lactating?• Consider niche or multi-lingual campaigns when necessary, especially for different levels of acculturation
  76. 10LESSONSin a diverse, digital world 1. Multicultural Is The Future 2. Good Ideas Are Global 3. Digital Divide Doesn’t Mean No Digital 4. Understanding Acculturation 5. Young & Dreamy 6. You Better Get With My Strangers 7. Multicultural Means Mobile 8. Put Social at the Center 9. Speak My Language(s) 10. Don’t Try Too Hard… But It’s Not Easy
  77. 10LESSONSin a diverse, digital world 1. Multicultural Is The Future 2. Good Ideas Are Global 3. Digital Divide Doesn’t Mean No Digital 4. Understanding Acculturation 5. Young & Dreamy 6. You Better Get With My Strangers 7. Multicultural Means Mobile 8. Put Social at the Center 9. Speak My Language(s) 10. Don’t Try Too Hard… But It’s Not Easy
  78. DON’T TRYTOO HARD... BUTIT’S NOT EASY
  79. Q: HIT ORMISS?
  80. Q: HIT ORMISS? A: It’s unclear. What’s a hit for some is a miss for others.
  81. “Knowing all about a thing doesnt mean youunderstand the truth of a thing. You can know alot about a culture or even have studied it.But every nuance doesnt make it into a book oryour favorite movie that details a culture.” Craig Brimm Kiss My Black Ads
  82. TRYING TOO HARDCAN SEEMDISINGENUOUS ANDOFFENSIVE
  83. TRYING TOO HARDCAN SEEMDISINGENUOUS ANDOFFENSIVE NOT TRYING AT ALL STANDS TO ALIENATE PEOPLE WHO COULD BE YOUR CORE AUDIENCE
  84. IDEA 1:CHOOSE UNIVERSALLY ACCEPTED THEMES THATALSO EMBRACE ONE CULTURE SPECIFICALLY Scion created a campaign that allowed users to create their own coat of arms, a concept that is popular in many Hispanic populations, but is also interesting to the mainstream.
  85. IDEA 2:DON’T FALL INTO THE TRAP OF CHOOSINGSTOCK PHOTOGRAPHY WITH TOKEN PEOPLE IN IT.Move away from human photography (as this presentation does) and focus onuniversal shapes or concepts.If humans are preferred, choose and label people who work for the marketer. It’sharder to be offended by a real employee or volunteer than it is a stock photo.
  86. IDEA 3:APPROACH THE MULTICULTURAL MARKET WITHSOMEONE WHO’S DONE IT BEFORE.Don’t rely on one member of agiven cultural audience torubber stamp decisions as“offensive” or “not offensive.”Seek the expertise of amulticultural marketer who hasexperience working with awide range of cultures inorder to approach decisionsstrategically.
  87. 10LESSONSin a diverse, digital world 1. Multicultural Is The Future 2. Good Ideas Are Global 3. Digital Divide Doesn’t Mean No Digital 4. Understanding Acculturation 5. Young & Dreamy 6. You Better Get With My Strangers 7. Multicultural Means Mobile 8. Put Social at the Center 9. Speak My Language(s) 10. Don’t Try Too Hard… But It’s Not Easy
  88. 10LESSONSin a diverse, digital world
  89. BEN GROSSMANcommunications strategist 602 741 0314 @bengrossman ben@ben-grossman.com www.ben-grossman.comwww.slideshare.net/bengrossman
  90. DIGITAL MEDIA& MULTICULTURAL MARKETING 10 LESSONS FOR A DIVERSE, DIGITAL WORLD

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