Wednesday, December 16, 2009
Multicultural marketing and social media: new challenges, opportunities
Communities are diverse and “one size fits all” no longer works. All marketing has moved toward greater diversity to the point of customization. And within ethnic communities, such segmentation and specialization continues.
Among Hispanics, for example, not every “Latino” speaks Spanish. Similarly, there are hundreds of stories about mistranslations and the use of the wrong dialect. The need to focus on specific ethnic communities, and subgroups within a particular ethnicity, is greater than ever.
The numbers show that interest in multicultural marketing continues to grow. According to the “DMA Techniques and Best Practices Report,” Latinos will account for all net population growth in the U.S. during the next decade. Currently, one in two marketers market to English- and Spanish-speaking markets; 20.8 percent are English only, while 19 percent have English and Spanish presentations.
Further, 84.5 percent of those who market in Spanish to Hispanics do not create separate versions based on dialect, and two of three marketers do not create separate versions for different U.S. locations. More than 90 percent of companies that market to Hispanics use non-catalog direct mail, and 51.2 percent use telemarketing. Three out of four Hispanic marketers collect data on language preference/proficiency (77.3 percent), age (75.8 percent), and gender (74.2 percent). These numbers continue to increase and the trend line points upward.
Read full article
How do you measure social? If you’re a social media marketer, it’s pretty much guaranteed that your boss has asked you to provide results...
So what are the key trends that social media marketers need to look out for in 2016? While we all expect certain platforms to introduce...
How important is customer service via social media? According to J.D. Power, 67% of consumers have used a company’s social media channe...
Mobile advertising grew substantially during 2015, and will likely be the driving force in ad growth in the future. It seems that Faceboo...
Facebook is the most popular social network in Latin America by a wide margin—more than nine in 10 social users are Facebook users, eMark...
Have you heard about the changes to Google+? Want to know how the redesign affects you? To help marketers understand what to expect, ...
As usual, our latest Internet Statistics Compendium update sees a swathe of new data from across the world of freely accessible stats and...
Following the devastating shooting at the convention building at the Inland Regional Center in San Bernardino, CA, several celebrities ha...
New data reveals when and why football fans tune in to YouTube for football content. Find out the best ways your brand can connect with f...
In a survey by Yahoo! News, 5,188 registered voters weighed in with their thoughts on how social media impacts our perspectives on politi...
New York Time
Copyright 2015 ©
Netvision SA and PlanetM
New York, New York, USA 10008
You can copy this content without permission but you must notify us via email.
Otherwise, it is illegal. All rights reserved worldwide
Operated by Carlos Vassallo