While
you may have polished your marketing strategy by tapping into the depths of
social media, leveraging influencers, and creating powerful video content, it’s
very likely that you’ll continue to witness a decline in business metrics. Why?
We’ll get there!
According to a recent survey by Pew Research Center, over 80%
of African Americans and 79%
of Hispanics own a smartphone in the U.S.
Another study indicates that African Americans and Hispanics
are twice
as likely to use their phones for online activity compared to white
consumers.
With smartphones emerging as the most important marketing
tool of the decade, connecting with the growing multicultural audience that uses
them has become imperative.
Brands that fail to establish a connection with
diverse racial and ethnic groups continue to witness deteriorating sales and
growth.
If you’re struggling to increase audience engagement and
retention, we’ve rounded up some benefits of incorporating multiculturalism in
your marketing strategy.
Give Your Business Metrics a Much-Needed Boost
According to new census population projections, the U.S. is
expected to become ‘minoritywhite’ by 2045. As the multicultural population continues to grow, brands
that tailor their marketing strategies in accordance with this growing diversity
have noticed a generous boost in business metrics.
With a combined buying power of over $3.9
trillion, minority markets make up a major part of business revenue
generation.
In 2019, Nike released a powerful marketing campaign featuring
Colin Kaepernick—an American football quarterback who refused to stand during
the national anthem owing to the nationwide mistreatment
of racial minorities.
The campaign and video went viral overnight and struck a
chord with minorities and proponents of racial and ethnic equity and inclusion
in America.
The company’s stock dramatically soared after the ad,
resulting in a whopping $6
billion increase in overall sales.
Over the years, many companies have successfully devised and
executed marketing campaigns with a strong focus on racial and ethnic inclusion
and diversity.
Targeting the multicultural population by incorporating strong
elements of minority culture, identity, penchants, pop culture references,
music, food, and language into a marketing campaign goes a long way in boosting
metrics.
Establish an Inclusive Brand Identity
Struggling to give your brand identity and reputability a
much-needed boost?
Incorporating multiculturalism in your marketing strategy is
a great way to establish an inclusive brand identity.
Brands that failto market their products/services to diverse
racial and ethnic groups have faced harsh backlash over the years. Dove’s
racially insensitive ad was heavily criticized owing to its tone-deaf
approach. I
n addition, Estee
Lauder was recently criticized for its limited range of foundation colors
for women. While the brand boasted a plethora of shades for pale skin tones,
there were roughly two shades for deep skin tones.
Contrarily, brands that have released inclusive
products/services and marketing campaigns—including Fenty
Beauty, Procter & Gamble,
and Coca Cola—have witnessed a boost
in brand identity.
Give Your Brand Greater Visibility
Creating a multicultural marketing strategy is one of the
best ways to reach a wider audience. As the African American, Hispanic, and
Asian populations continue to grow, producing content that makes them feel heard
and recognized is imperative.
Over time, your brand will earn greater visibility that
boosts metrics and sales.
We recommend getting in touch with a professional multicultural marketing company
for the latest insights into producing diverse and inclusive content. With over
25 years of experience, WebJungle is one
of the leading multicultural marketing agencies in the U.S.
They also offer expert translation and
interpretation services to help brands create language-sensitive marketing
content for diverse racial and ethnic groups in the U.S. Check out their
additional services—including multicultural video production
and multicultural graphic design
services—to kick-start your project!
For more information, call 415-956-2556.
