{"id":7752,"date":"2025-01-10T01:50:06","date_gmt":"2025-01-10T06:50:06","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2025\/01\/10\/redefining-multicultural-marketing-its-time-to-rethink-strategy\/"},"modified":"2025-01-07T10:52:12","modified_gmt":"2025-01-07T15:52:12","slug":"redefining-multicultural-marketing-its-time-to-rethink-strategy","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/redefining-multicultural-marketing-its-time-to-rethink-strategy\/7752\/","title":{"rendered":"Redefining Multicultural Marketing: It\u2019s Time to Rethink Strategy"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>By Laurel Rossi, Chief Revenue &#038; Marketing Officer at Infillion<\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">What if your multicultural marketing strategy is missing the mark\u2014not because of the creative, but because of where and how you deliver it? In advertising, the spotlight often shines on representation and cultural relevance within the ad itself. But here\u2019s the twist: even the most thoughtfully crafted creative can fall flat if the strategy does not reflect the preferences and behaviors of the audience it\u2019s trying to reach.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">When marketers sit down to ideate on how to reach multicultural audiences, typically they prioritize diverse representation within ads, or incorporating cultural messages that are likely to resonate with a particular group. And this is great, provided it\u2019s approached with authenticity, and the target cultural demographic is represented in the creation of the ad as well as in the creative itself.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">But most marketers are missing something: <strong>what about the media strategy? <\/strong><\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Media strategy shapes everything from determining ad frequency to choosing what interactive features to include in an ad, and our research has shown that different cultural groups have very different preferences about this \u2013 and as with all things multicultural marketing, it\u2019s best to listen to what the target audience has to say. This fall, we released a report, <em>Engaging Multicultural Audiences<\/em>, that underscores just how important it is to understand these nuances.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">We zeroed in on streaming video ads for this research, because streaming platforms are a nexus for multicultural audiences \u2013 they offer extensive content, including multilingual and international content, that speaks directly to those viewers. They also offer a fresh canvas for creativity. Fine-tuning the elements of an ad obviously couldn\u2019t be a consideration in the days of linear video \u2013 a TV spot was a TV spot, and the only ways to alter the way it was shown to a particular audience was the choice of content it was run against, or perhaps the time of day it aired. But with interactive video ads, there are a myriad of options\u2013 turning an ad into a quiz, showcasing products interactively, or guiding viewers down the path to purchase.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Changing How We Think About Multiculturalism<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">To put into perspective how current common multicultural efforts work, here\u2019s a question to ask yourself. If you saw that an ad was working well with U.S. audiences, would you ever think: \u201cThis would be a huge hit in Malta and Uruguay?\u201d<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The logic is as follows: the vast majority of ad dollars in the United States go to Caucasian audiences. With an <a href=\"https:\/\/en.wikipedia.org\/wiki\/White_people#Europe\">89.1% Caucasian population<\/a>, it would then stand to reason that U.S.-based ads could seamlessly slot into Maltese ad strategies.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">If this sounds like convoluted logic, that\u2019s because it is. And that\u2019s exactly what we\u2019re doing when we corral people from the 21 Spanish-speaking countries of the world into a single group that makes purchasing decisions as a bloc. Such a one-size-fits-all approach ignores the complex layers of culture, motivation, and preferences that drive consumer behavior.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">It might sound contradictory, but multiculturalism goes far beyond complexion or language. As an advertiser, you\u2019re better served reaching specific demographics by keying in on things like shopping motivators, preferred means of ad consumption, desired budget, consumer pain points, and more. Simply changing \u201cClick Here\u201d to \u201cHaz Clic Aqu\u00ed\u201d is a low-effort move that will be rewarded with equally ineffectual numbers.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Why It Matters <\/strong><\/h2>\n<p class=\"wp-block-paragraph\">The way we treat members of our audience \u2013 any member of our audience \u2013 should mirror that of any service-based industry. At its core, marketing should mirror any great customer experience, and great customer experiences go far beyond seating people at the same table just because they share a common language or ancestry.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Great customer experience focuses on relieving pain points while solving problems. Put in over-simple terms: adding more good things while removing more bad things. That can be achieved through the study of motivations and preferred ad consumption \u2013 not how they conjugate their verbs.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">And it\u2019s not just respectful\u2014it\u2019s profitable. Consider this: U.S. Latinos contribute $3.7 trillion to the economy, <a href=\"https:\/\/newsroom.ucla.edu\/releases\/us-latino-gdp-skyrockets-to-record-37-trillion-dollars#:~:text=The%20total%20economic%20output%2C%20or,trillion%20mark%20set%20in%202021.\">making their GDP the fifth largest in the world<\/a>. Yet only <a href=\"https:\/\/radioink.com\/2024\/05\/16\/hispanics-make-up-20-of-us-population-4-of-total-ad-spend\/#:~:text=Home%20News%20Headlines-,Hispanics%20Make%20Up%2020%25%20Of%20US%20Population,4%25%20Of%20Total%20Ad%20Spend&#038;text=Nearly%2020%25%20of%20the%20total,4%25%20of%20total%20ad%20spend.\">4% of ad dollars<\/a> target this demographic. Imagine ignoring a market the size of France\u2019s GDP (the 8th largest GDP) and failing to commit to cracking it.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">This is the missed opportunity we face today in the U.S.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Moving Forward<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">The path to successful multicultural marketing starts with a shift in mindset. It\u2019s no longer enough to focus solely on representation or linguistic adaptation\u2014audiences expect deeper engagement and personalization. This means investing in strategies that go beyond demographics to understand behaviors, motivations, and preferred experiences.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The path to successful multicultural marketing starts with a shift in mindset. It\u2019s no longer enough to focus solely on representation or linguistic adaptation\u2014audiences expect deeper engagement and personalization.<\/p>\n","protected":false},"author":7,"featured_media":7753,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[4],"topics":[2],"class_list":["post-7752","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-culture","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Redefining Multicultural Marketing: It\u2019s Time to Rethink Strategy | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/redefining-multicultural-marketing-its-time-to-rethink-strategy\/7752\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Redefining Multicultural Marketing: It\u2019s Time to Rethink Strategy\" \/>\n<meta property=\"og:description\" content=\"The path to successful multicultural marketing starts with a shift in mindset. 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