So you’ve created an online presence with content marketing and web advertisements—that’s a step in the right direction, but there’s more you need to do. N. Kimron Corion, an entrepreneur and One Young World Ambassador, recently expounded on this topic, explaining that there are still aspects of social media and digital marketing that companies could improve on.
America’s melting pot
People don’t call America the “melting pot” for nothing, and Corion noticed the same thing about Canada, where he says one in five people he meets on the street of Toronto are immigrants. However, many companies, both small and large, have neglected to address these differences in their digital marketing.
Tailor your message
“This will be somewhat tricky for businesses and entrepreneurs in their marketing efforts,” Corion noted, “because what may appeal to one person and induce them to buy your product may not appeal to another, based on their culture and beliefs—even though the benefits of the product or service may very well be the same for everyone.”
Consider culture
To implement these changes, businesses need to start creating multicultural or ethnic marketing. Which means besides taking into account a person’s age, gender, and buying habits when creating marketing campaigns, businesses should also consider their culture, religion, language, norms, and traditions. This way, you can contemplate their motivations for sticking with or changing brands. And you can understand what products might be most useful to them.
Avoid offense
Additionally, there will be some messages that appeal to one demographic, while totally offending others. Corion warned, “There is a huge opportunity cost to be borne by ignoring [multicultural marketing] . . . such as huge loss in profits, since people may misinterpret messages in ads. Additionally people tend to stay within their cultural boundaries, their norms; traditions, culture, all tend to influence their buying habits.”
Bear in mind, to appeal to various races and cultural backgrounds you don’t have to be from that area or even be intimately aware of all their traditional ideals. But do make an effort to know their major beliefs, their core values, and make sure you have a good interpreter if you translate your messages into another language. Failing to do so could result in some pretty embarrassing scenarios.
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Source: huffingtonpost.com/nelson-kimron-corion/multicultural-marketing-a_b_5244090.html
