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Marketers Ignoring African-Americans on Social Media Despite High Engagement?

November 15, 2012
Black consumers are an attractive target audience for marketers—or they should be. ... “Marketers have responded to the growing diversification of the U.S. population by increasing their spending to reach multicultural consumers,” said Bob Liodice, president and CEO of the Association of National Advertisers. “These consumers are younger, more acculturated and more tech-savvy, making the use of newer media platforms more important than ever.” ... Despite all of this, only 54 percent of US marketers are using new media tools—social media, video and mobile, among others—to target black consumers...

 

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With do-not-call lists, blocked messages and do-not-track actions, it's easier than ever for consumers to shut out and ignore marketers who use irrelevant content. Many consumers are taking disengagement a step further. A recent study showed that 41 percent of consumers said they would consider ending a brand relationship because of irrelevant marketing—and 22 percent already have. In other words, consumers are saying, "know me or no me."
 
Selling to the Hispanic Market
Selling to the Hispanic Market
October 24, 2011 From Bookstore
Available as a PDF.

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