Meg Murphy

Meg Murphy
Multicultural Marketing Show Me You Know Me

By Jim Stachura and Meg Murphy Multicultural marketing is no different than other marketing in that marketers must research, plan, develop and execute campaigns based on the feedback from their various audiences. After all, what may be appealing to one culture might have the opposite effect on another. In order to avoid alienating customers, marketers are applying Web survey technology to pre-test everything from overall messaging to creative layout to appeal to a variety of sources. However, language is just one part of the overall communication process. To facilitate cultural adaptations, the savvy marketer starts with awareness and understanding—something that easily can be achieved