As the United States becomes increasingly racially and ethnically diverse, it's important for brands to diversify their marketing strategies. These days, multicultural marketing isn't just about reaching out to new audiences—it's about connecting with them in ways that don't limit them to the roles they've been assigned by society. When used well, multicultural marketing can be a great way to communicate your brand's values and highlight the importance of diversity and inclusion.
In the past, multicultural marketing was often limited to targeting consumers based on their race or ethnicity, which didn't do much to increase the representation of different cultures and communities in mainstream media. But that's changing: smart marketers know that being able to reach a wide range of consumers means being flexible when it comes to figuring out who those consumers are and how you can get them to engage with your brand. As we've seen with recent campaigns from big companies like Apple, sometimes taking a more inclusive approach is all it takes for a brand's message to resonate with new audiences. This means that companies should take care to make all consumers feel welcome, regardless of race or ethnicity.
Inclusive marketing makes sure everyone is represented and valued equally in advertisements. It also helps companies avoid stereotyping people based on their skin color or cultural background. Multicultural marketing is about making sure everyone feels included and valued instead of pigeonholed into a specific role within society. So if you're still unsure about how important multicultural marketing is, here are three reasons it's so vital to do effective multicultural marketing today.
1. People pay more attention to personalized messages.
When you're trying to get the attention of a diverse audience, it can be difficult to figure out the best way to reach each individual group. Some marketers try to use the same message for all groups, which is a strategic error. You might not realize it, but when you personalize your messages according to cultural norms and traditions, they become more effective in delivering your message across all the specific cultures you are targeting. We believe this is because multicultural messages resonate better with people in our multi-ethnic society. For example, if you see an advertisement for a mobile device that represents your culture, such as one that features Indian or Nigerian models, this message may catch your eye more than if it featured a Caucasian model only (especially if you are from India or Nigeria). In fact, we have found that people are more likely to attend and remember information from multicultural ads than from general ads. However, even though multicultural messages capture attention better than general ones do, our research has found that multicultural messages must be authentic in order for them to be effective.
2. Society is becoming more inclusive.
As the world increasingly becomes more diverse, the diversity in marketing has to follow suit. In order to reach all potential customers, marketers need to be aware of their audience and how different cultures respond to different messages. Knowing your audience means you know exactly who the ad is for and how to sell it. If a company is selling a product that is consumed by one demographic or ethnic group, it’s important to market the product in such a way that they feel understood and respected. Each culture has its own unique worldview and values, and these worldviews can have a significant impact on how an ad appeals to its audience. For example, if you’re trying to advertise baby products in India, you would want to steer clear of images depicting baby boys only—it’s considered disrespectful to show a preference for one gender over another. Brands that are sensitive to how culture influences the way people think about and experience their products will be able to tell their story in an authentic way that resonates with consumers.
3. Segmented marketing is about a lot more than culture.
You've probably heard of segmented marketing before. It means that a company puts together different advertising strategies to appeal to specific target audiences. A common example is to break down the market into cultures, and then create advertisements that appeal to each different culture. But it's not just about culture—it can be about any kind of trait that you can use to put consumers into groups. The idea behind segmented marketing is that instead of assuming all consumers are alike, you try to understand what makes each distinct group of consumers tick—and then you tailor your message accordingly. Think back to the last time you were in a grocery store. If you looked at the shelves, you'd see a variety of brands for many products, like laundry detergent and cereal. That's a result of segmented marketing: companies trying to get their product into every possible market niche. There are so many kinds of consumers out there, so why stick with one product and try to convince everyone it's perfect? Instead, we can have multiple options from multiple companies so that everyone can find their favorite one.
In short, companies should prioritize multicultural marketing for three reasons: for the sake of their brand, for the sake of their customers, and for the sake of society. When a company effectively markets to the multicultural community, they do more than just sell products—they also contribute to a more inclusive society and economy.