The world is becoming increasingly globalized and multicultural. Businesses will likely struggle to achieve their goals by speaking in the same tone of voice to disparate audiences. According to Iterable’s research, 75% of consumers agree that they are more likely to purchase from a brand when they see people who portray their ideologies in their advertisements.
Multicultural marketing is all about tailoring your message to your target audience. The days of sending a single message to every demographic are long gone. Nowadays, creating a successful marketing campaign requires consideration of not only ethnicity but also trends and pop culture references.
Multicultural marketing will become increasingly important as the global population becomes more diverse. In 2022, you’ll need to develop strategies for acquiring new customers and retaining existing ones who come from cultural backgrounds other than your own. To assist you in developing a strong multicultural marketing strategy, we consulted marketing experts from around the world.
What Is Multicultural Marketing?
Connecting with each customer is critical from a business standpoint. The most effective method of connecting with a customer is to create content that speaks to them. For instance, suppose a brand sells a product that a segment of the community is unable to use due to cultural or religious restrictions. In that case, the brand can also run campaigns promoting alternative products that may be more appealing to that demographic.
Multicultural marketing is the practice of marketing products or services through campaigns tailored to an ethnic or cultural group. This type of marketing has grown in popularity over the years as a way to avoid unconscious bias and potential discrimination in marketing campaigns in our increasingly globalized world. This could expand brands’ and businesses’ reach and raise awareness among all communities, allowing for the development of inclusive marketing campaigns.
Why Does Your Business Need Multicultural Marketing?
Multicultural marketing is critical because it acknowledges and embraces your audience’s differences. Through multicultural marketing, brands can directly appeal to various subgroups and persuade them to engage with the brand. It’s a strategy for reaching a larger audience while also making a stronger impression.
Aaron Agius, Co-Founder of Singapore-based Louder Online, responded when asked about the importance of developing a multicultural marketing strategy “While the majority of marketing strategies attempt to appeal to everyone in the audience, this approach falls short of the engagement required for certain groups. Through multicultural marketing, brands can directly appeal to various subgroups and persuade them to engage with the brand. It’s a strategy for reaching a larger audience while also making a stronger impression.”
By developing a multicultural marketing strategy, you can initiate a conversation that is culturally relevant to your target audience. Being a multicultural business is not only respected, but also absolutely necessary in today’s world.
Thus, how can you ensure that multicultural marketing is done correctly? Here are some suggestions.
Don’t Go Overboard
Often, less is more, but it is critical not to go too far. “There is no reason to exaggerate the importance of the various groups,” Agius stated. “To my mind, the most effective approach to multicultural marketing is to simply demonstrate your audience’s diversity and highlight their interactions with your brand. Inquire of the diverse members of your audience about their experience with your product or service. In 2022 and beyond, individual influencers will play a critical role in multicultural marketing.”
Personalize rather than generalize, and reach consensus on a marketing strategy for a particular region rather than relying excessively on the advice or expertise of a single individual. Additionally, consider partnering with an influencer from the target culture, which will help you avoid stereotyping or cultural appropriation.
Do Your Homework
This includes a thorough understanding of your consumers’ diverse backgrounds, including their traditions, languages, customs, beliefs, and experiences. Having a more nuanced understanding of different cultures will aid in the crafting of consumer messages and the creation of consumer content.
Try To Represent Every Voice
“Oftentimes, agencies are structured with diversity in mind not only for their clients, but also for the composition of their own team,” said Robyn Streisand, CEO of The Mixx in New York, NY. “Brands are presented with ideas that have not been thoroughly vetted from the perspective of a diverse audience. Consider Dove Beauty, Heineken, and others who have fallen short in recent years “Streisand continued.
Localizing content for audiences who speak the same language in different regions is critical for a multicultural marketing strategy. “Utilize customers’ words, stories, and images as part of your marketing campaign, not just “in” it. Localize stories to the region, industry, and demographic you’re targeting, and you’ll demonstrate authenticity “Cynthia Gumbert, chief marketing officer at Somerville, Massachusetts-based SmartBear, suggested.
Consumers today, more than ever, crave authenticity and humanity from their vendors. Being authentic results in trust, shared objectives, and a sense of security that you, as a vendor, empathize with and understand them.
Today’s marketing campaigns transcend borders and boundaries, and will do so into 2022. Creating content with a single audience in mind is insufficient. Failure to do so will almost certainly result in decreased sales and a risk of losing credibility or causing damage to your brand’s reputation.