For many in the advertising business, the results of the 2010 census were a tipping point in terms of highlighting the growing importance of minority consumers. It showed that there were more than 50 million Latinos in the United States, nearly 40 million African-Americas and almost 15 million Asians. Nine million people identified themselves as belonging to more than one race. But many advertising agencies and media companies still lack diversity within their own ranks, especially at the higher rungs of the corporate ladder.
Since the beginning of advertising, successful marketers have recognized the importance of consumer research. And it has long been accepted that consumer research should establish how promotional offers can satisfy the needs of customers in specific target markets. The analysis presented in this article suggests that the cultural context (the social, technological, political, economic and physical environment) of consumers should set the foundation for understanding how to satisfy their needs and for meeting their expectations. This article will explore why cultural target market research should be analyzed to qualify relevant content and viable consumers.
Smartphones are bridging a U.S. digital divide as minorities tap into the Internet using mobile devices, according to a Pew study released on Friday. "Groups that have traditionally been on the other side of the digital divide in basic Internet access are using wireless connections to go online," the study concluded. "African Americans and English-speaking Latinos are as likely as whites to own any sort of mobile phone, and are more likely to use their phones for a wider range of activities." While race and gender were fading as obstacles to Internet access, matters changed
It's 2010: a new year, and a new opportunity to consider how the massive cultural and technological shifts of today are reshaping the way we think about tomorrow. These evolutions are not only changing how we navigate our public and personal lives, but the way we relate to businesses and brands as well. At this starting block of a new decade, it is imperative that we consider the cultural shake-ups and changes in how we work, think and play that will prove relevant to our business in 2010 and beyond.
Gaining an edge on the competition while relaxing—it's the kind of concept that would appeal to any business traveler. But market research revealed to Amtrak that two particular segments might appreciate having the inside track on its speedy Acela Express trains more than others. So the passenger train line is targeting African-American and Hispanic prospects in its "My Track to Success" campaign.
It's hard enough to write good copy in one language. Writing copy that works in two languages is at least twice as hard. Here are some mistakes you should avoid if you're creating bilingual copy for the first time.
According to David Perez, co-founder and CEO of the New York-based marketing intelligence provider Latin Force Group, there is a new, ethnic American mainstream waiting to receive direct mail. At the Direct Marketing Association’s DM Days New York Conference & Expo, Perez indicated that because this segment tends to view mail as a source of information, direct mailers have a distinct advantage when marketing to this segment. Here, Perez details three tips for reaching the Hispanic market. 1. Identify Latinos Within Your Customer Base According to Perez, most companies are unsure of their ability to accurately identify Hispanics or other cultural segments in their
When zeroing in on distinct marketplace segments, it pays to do your research. Within each segment there are data layers that provide the key to more effective targeting. Taking care to understand how to effectively speak to these segments within a segment can boost your ROI significantly, according to Guilherme Ambros, digital solutions director of the New York-based Hispanic marketing agency, Bravo Group. Here, Ambros discusses studying your target market, choosing a channel, creating effective messages and how to choose a language for your offer when marketing to Hispanics. Target Marketing: How can marketers layer data to create more segmented and effective lists
Thirty-nine million African Americans are spending more than $892 billion in the United States today. Fueled by a steadily increasing population, this market’s spending power is projected to surpass the $1 trillion mark by 2012. The implications of marketing to this audience are clear, and these statistics are likely provoking companies to not only incorporate niche marketing into their overall marketing strategy but also to recognize the value of investing an equitable share of dollars and efforts in targeting the African American audience. While there are market segments growing at a faster rate than the African American market—namely Hispanics, due in large part to
ARA Media Solution’s Arlene Rosen on Insert Media for Niche Markets
Direct marketers interested in finding out if their products and services might appeal specifically to different multicultural audiences should consider insert media options. Although some firms drive all their direct sales through insert media, plenty of others turn to these media programs as a less expensive testing ground for offers, creative and niche markets. Insert media expert Arlene Rosen, president of New York, N.Y.-based ARA Media Solutions, shares some insights on how to reach niche markets via various types of insert programs. Target Marketing: What role does insert media play in helping marketers reach niche markets, such as Hispanics, Asian Americans and the GLBT