Why All Marketing Is Multicultural Marketing

quotThere was a movement a few years ago with something called 39total market approach39 that amp8230 while wellintentioned was not embraced by the marketquot Willis recalled quotInstead of looking at inclusivity agencies were looking for the bare minimum they could do to say they were covering everyone I39ve been doing multicultural for a long time and there39s always been that 39roller coaster39 as I like to call it with the census data Now we39re seeing political social economic and other factors shifting It39s really excitingquotThe onesizefitsall approach has grown increasingly ineffective in markets and households that grow more complex with each generation quotThe most important thing to do is to not paint with too broad of a brushstroke but really think of who the specific target we can find is and focus on themquot Willis explained quotYou have to understand and do the research so you know who you39re talking to then you can tailor the message accordingly We see that with meme culture The more specific the meme the more universal truth it hasquotWillis went on to share that while younger generations are keener to consume content on social apps like Facebook and Instagram those very platforms recently announced the removal of targeted advertising for users under 18 years old quotYou can39t apply any sort of behavioral or ethnic targetingquot she said quotThey39ve removed a lot of those layers so you have to find the places where these audiences are outside of where would have been the goto places last quarterquotWith the growth of movements such as RepresentationMatters and others like it Latinx Black and Asian communities have strived for more visibility and representation across media from film and television to advertising with authenticity and diversity at the forefront quotI think it39s true for all consumersquot Willis said quotThere39s so much pride in culture and that really feeds into making that communication whether it39s messaging or media making it more authentic really delving in and honoring it not asking anyone to be this generic version of who they are but really embracing these differencesquotWillis noted that the drive for authenticity also pushes advertisers to find celebrity spokespeople that align with consumers39 points of view whether cultural social political or otherwise quotYou have to really vet someone know who they are and not just how they39re presenting themselves now but how they have always presented themselves and weigh and decide if they39re doing so authentically and if it39s a fit to align with themquot she explainedquotIt39s really interesting there are two things that I see going onquot Willis continued quotThere39s an appetite for authenticity in terms of brands or celebrities to reflect the consumers39 values and how they see the world At the same time while in the 3970s there was a stigma around a celebrity doing an ad now you go on a musician39s social media and their fans will be tagging brands amp8211 39You need to sponsor them39 or 39They need to be in your commercial39 There39s a real paradigm shift It39s no longer seen as a negative thing to be aligned with a brand Brands have to keep in mind though 39Does this artist reflect who we are as a brand and are our values aligned with those of the consumers that we39re going after39quotThe goto advertising platforms have also changed drastically with the rise of social media and how we consume content When asked about the impact of language in media for migrating populations Willis replied quotIn the 3980s and 3990s there was a very large migration from Mexico to the US and for their children they had Univision and Telemundo to help keep the language alive Then when digital media came out you could find your newspaper online and find out what was going on in your hometownquotWhile people care about what39s going on in the country broadly they really care about what39s going on in the community where they make their homesquot she added quotThat just speaks to the truth in specificity When social media came out it was easier to stay in touch with people back home All these factors have just increased year after year There39s not just Univision and Telemundo Now you can find Spanishlanguage programming on Netflix and Telemundo and you can get more specific so if you39re Chilean or Korean you can find Kdramas on Netflix or watch the telenovela your grandma watched in Argentina online somewherequotDigital media is hands down the most effective platform because there39s so much more opportunity to get really specificquot Willis concluded quotYes there39s the broad appeal of a Bridgerton and talking with our friends the next day but we also really want to consume media that39s reflective of who we arequotClick the social buttons to share this content with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

SUBSCRIBE FOR FREE MEDIAVILLAGE CONTENT | BECOME A THOUGHT LEADERSHIP CONTRIBUTOR

Why All Marketing Is Multicultural Marketing

Author

Publish date

Channel

Juan Ayala

FEMA and the Ad Council Encourage AANHPI Communities to Enhance Disaster Preparedness in New PSAs - Ad Council InSites

More Videos:

SUBSCRIBE FOR FREE MEDIAVILLAGE CONTENT | BECOME A THOUGHT LEADERSHIP CONTRIBUTOR

Why All Marketing Is Multicultural Marketing

Enjoying This Commentary? There's More to Love

Juan Ayala

Stay in the know with more from MediaVillage

TAGS:

FEMA and the Ad Council Encourage AANHPI Communities to Enhance Disaster Preparedness in New PSAs - Ad Council InSites

Cookies