The Association of National Advertisers has shared the results of their survey conducted online in June and July of 2012. They were 106 respondents to the survey, and according to the survey, 60% of marketers stated they spent more on new-media platforms for multicultural efforts in 2012 than recent years. In addition, 52% of the respondents affirmed they used a multicultural agency in contrast to 40% who worked with a general-agency for multicultural work.
According to the survey many marketers are now targeting multicultural consumers and new media has growth immensely. Nowadays 59% of the marketers surveyed declared they had created a Spanish-language website, and 22% had created an Asian-language website. In addition, 54% reported targeting African-American consumers, and 37% Asian Americans. Still, 88% of the respondents said they are targeting Hispanic consumers through new media.
The results revealed that the three most popular ways to conquer multicultural clients through new media are the company’s own website (75%), online ads (72%), and search-engine marketing (71%). Still, other types of platforms show development like; 32% revealed that they are using location-based apps in 2012, compared to the 2% used in 2010. In addition, the uses of blogs have increase from 27% in2010 to 44% in 2012.
The survey exposes the different techniques that marketers will be implementing to reach multicultural consumers, 18% said they will add mobile and 22% will try video.
It is clearly that each different brand is trying to adapt to the latest market trends, in order to engage customers and build a stronger relationship with them. As we can see many brands are familiarizing with different backgrounds in order to be perceived as a global brand, in order to expand their market.
Do you belief in the benefits of targeting different cultures? If so, why?