America is diversifying rapidly. More than half of the U.S. population (53 percent) under 50 lives in multicultural or blended households--54 percent of size A counties in the U.S. are ethnically and racially diverse--and the combined purchasing power of Hispanics, Black Americans, and Asian American Pacific Islanders amounts to more than $3.8 trillion.
Amidst this diversification, businesses are seeking new and effective ways to connect with multicultural audiences. While there isn't a one-size-fits-all answer, advertisers should consider these (3) approaches to solving their marketing challenges:
1. Establish the right media mix to reach multicultural audiences effectively
In the past, instituting a multicultural approach may have meant placing ads in endemic, (i.e., running sneaker ads during a sports event) and in-language content environments exclusively. However, media consumption and viewing habits have evolved significantly, and audiences are consuming a wide variety of content across multiple screens and devices.
Advertisers must understand that relying heavily on in-language and endemic content to reach their audiences isn't the only approach given these shifts. This is especially true since this content is consumed by only 37 percent of Hispanic audiences and 11 percent of Black audiences. Multicultural audiences in particular have embraced multiscreen viewing at a higher rate. In our multicultural world, businesses must think beyond traditional content environments to find and engage consumers.
Successful marketing depends on the ability to reach individual audiences across all channel options and platforms on which they are consuming content. It is crucial for marketers to consider a comprehensive portfolio of media choices, including in-language, endemic, broadcast, cable, online, and streaming solutions. To build an effective marketing strategy, one must carefully consider the media habits of target customers and the nuances of their communities.
2. Develop authentic, creative messaging that is culturally-relevant to your audience
It's no longer enough to communicate key business messages to target audiences. The power of messaging lies in the understanding of cultural cues and nuances to ensure the right message resonates and connects with the right audience. It's critical to ensure an understanding of how multicultural audiences interact with media daily and which screens they use most to consume content in order to meet customers where they are.
Consumers have expressed in multiple surveys that they do not feel adequately represented or authentically addressed in most of the ads they see. This means, it is essential to develop inclusive and culturally-relevant creative that consumers will perceive as authentic and relevant. Local nuances can have a major impact on advertising efforts. This is particularly true when businesses endeavor to forge connections with multicultural audiences.
It's more important than ever to take the time to assess communities in order to deliver more customized, inclusive, and culturally-relevant creative. An integrated approach to matching messaging with media helps advertising partners build strong, long-lasting relationships with their customers and specific markets.
3. Define your multicultural audiences with a privacy-centric approach
As a business owner, it's essential for you to know who your customers and prospects are. Many advertisers have been reliant on third-party cookies for audience profiles and digital marketing performance. However, most web browsers will no longer support or are phasing out cookies by the end of 2022.
Navigating the cookie-less world means focusing efforts on privacy-compliant, first-party data. This means collecting aggregated and de-identified data from customers with the consent that it will be used for marketing purposes and with the understanding that they will receive value, (i.e., personalization) in exchange for sharing their data. Another option is working with media partners who provide privacy compliant insights from data sets to reach customers.
Advertisers should ensure they are working with media partners who hold brand safety and privacy in the highest regard. In preparation for the cookie-less future, considering advertising formats like TV can be an opportunity to sidestep these data challenges. Connecting with the right customers in a brand-safe environment is more affordable than one might think. Spectrum Reach offers contextual, privacy-compliant targeting powered by aggregated and de-identified first-party data to reach and measure the right audience.
In summary, ensuring a balanced media mix, culturally-relevant creative, and a privacy-centric approach will build a trusted customer experience for your business. Using these three marketing approaches as a guide to Connecting in a Multicultural World, advertisers can build a bridge between businesses and their communities and forge new paths that are both inclusive and impactful.
About Spectrum Reach
Spectrum Reach is dedicated to helping advertisers connect with target audiences in local communities and beyond, providing data-infused marketing and advertising solutions for businesses of all sizes. We help businesses find new customers and reach anyone, anywhere, on any screen. We serve more than 90 markets across the country, including key markets where U.S Census Bureau data from the 2020 Census indicates the multicultural population is the majority, including Los Angeles (71 percent), New York City (68 percent), Dallas (71 percent), Cleveland (66 percent), and Tampa (55 percent). In those markets and in others across the country, we know that diverse-owned businesses are a vital part of communities.
Learn more at SpectrumReach.com