Multiculturalism: The unstoppable global trend – Campaign India

More on multicultural marketing from Mike Fromowitz of Ethnicity Multicultural Marketing + Advertising Inc:

In a recent Huffington Post article titled ‘Multicultural marketing: a must for multicultural countries.’ author Kimron Corion put it this way:  “I realised that many businesses were using the same marketing message to target everyone, regardless of race and culture. Even though social media and the Internet have made it easier to do marketing, using the same generic message for everyone was not the best approach. I believe that people should be marketed to in their culture and their beliefs. And thats when I came in contact with a term that I believe has been revolutionising marketing. Maybe not more than the Internet has done, but I believe its a concept thats very important and many marketers should embrace it. Its called multicultural marketing or ethnic marketing.

“Multicultural marketing refers to marketing to one or more person of a particular ethnic background. This tends to take into consideration a persons age, gender, culture, norms, language, religion, traditions etc. to persuade that person to buy. Additionally people tend to stay within their cultural boundaries, their norms, traditions, culture, all tend to influence their buying habits. Multicultural marketing or ethnic marketing is very important and it is one of the factors that will help determine the success of many marketing campaigns.”

Immigrants the world over would rather be advertised to in their first language, within their cultural mores. Many of them wish to be communicated to in their language of choice—it’s more comfortable and appealing to them, and for many, it’s much easier than reading English. Culture takes time to learn and it’s not easy. So it’s better not to expect that everybody reading your ad will understand any subtle, implicit culturally related message. Irony and culture is similar – either you get it or you don’t.

Multiculturalism: The unstoppable global trend – News – Advertising – Campaign India.