How to Get Your Multicultural Marketing Strategy Right

Hundreds of different colored skulls made of paper collaged together on a black background - Multicultural Marketing concept


PHOTO: Adobe

The world is becoming increasingly globalized and multicultural, and using the same tone of voice with different audiences will likely not give companies the result they are looking for. Research from Iterable shows that 75% of consumers agreed that they are more likely to buy from a brand when people who look like them are represented in their ads.

Multicultural marketing is about adapting your message to the people you are targeting. Gone are the days when a single message worked for all demographics. These days, to be successful in creating a marketing campaign, you need to take into account not only ethnicity, but trends and references to pop culture as well.

As the world’s population becomes more diverse, multicultural marketing will become more important. In 2022, you will need to find ways to reach new customers and retain old ones with different cultural backgrounds than yours. To help you build a strong multicultural marketing strategy, we asked marketing experts from around the world.

What is multicultural marketing?

From a business point of view, connecting with each customer is essential. The best way to connect with a customer is by creating content that resonates with them. For example, suppose a brand sells a particular product that a section of the community cannot use for cultural or religious reasons. In that case, the brand can also campaign on alternative products that could be attractive to that segment of the population.

Multicultural marketing uses marketing campaigns specific to an ethnic or cultural group to market products or services. In our increasingly globalized world, this type of marketing is gaining popularity over the years to avoid unconscious biases and possible discrimination in marketing campaigns. This could give brands and companies greater reach and raise awareness among all communities to create inclusive marketing campaigns.

Why does your company need multicultural marketing?

Multicultural marketing is important because it recognizes the importance of differences in your audience and welcomes them. With multicultural marketing, brands can directly attract different sub-groups and influence them to participate in the brand. It is a way to reach a wider audience and at the same time make a better impression on them.

When asked about the importance of creating a multicultural marketing strategy, Aaron Agius, co-founder of Singapore-based Louder Online, responded that “most marketing strategies try to attract everyone in the audience, but this approach lacks the commitment required for certain groups. With multicultural marketing, brands can directly attract different subgroups and influence them to engage with the brand. It is a way to reach a wider audience and, at the same time, give them a better impression. “

Creating a multicultural marketing strategy creates a conversation that is relevant to the culture of your target audience. In these times, becoming a multicultural company is not only respected, but also absolutely necessary.

So how can you make sure multicultural marketing is right? Here are some tips.

Don’t go overboard

In many cases, less is more, but the bottom line is not to go too far. “There is no need to exaggerate when emphasizing the different groups,” said Agius. “In my experience, the best approach to multicultural marketing is to simply show the variety of your audience and highlight their experiences with your brand. Find those diverse people in your audience and ask them about their experience with your product or service. Individual influencers play a crucial role in multicultural marketing in 2022 and beyond. “

Avoid tokenization

Be sure to personalize rather than generalize and find consensus on the marketing strategy for a given region, rather than relying too heavily on the advice or expertise of a single person. Also, consider partnering with an influencer from the specific culture you want to market to, which can help you avoid stereotypes or cultural appropriation.

Do your homework

This means making sure you understand the different and diverse backgrounds of your consumers, including their traditions, languages, customs, beliefs, and experiences. Having a deeper understanding of different cultures will help when writing consumer messages and creating consumer content.

Try to represent each voice

“Agencies are often structured without diversity in mind for their clients, but also in the structure of their own team,” said Robyn Streisand, CEO of The Mixx, based in New York, NY. “Ideas are presented to brands that have not been thoroughly vetted from a diverse audience perspective. Take Dove Beauty, Heineken and more that have not hit the mark in recent years,” continued Streisand.

Take advantage of localization

Localizing content for audiences in different regions who speak the same language is critical to a multicultural marketing strategy. “Use customer words, stories, images, etc. as your marketing campaign, not just” in “your marketing campaigns. Find the stories for the region, industry, and audience you’re looking for, and you’ll act authentically.” . suggested Cynthia Gumbert, SmartBear CMO based in Somerville, MA.

Final thoughts

Consumers crave authenticity and humanity from their suppliers, now more than ever. Being authentic builds trust, common goals, and a comfort level that you, as a provider, identify with and understand who they are.

Today’s marketing campaigns cross borders and borders and will continue to do so in 2022. It’s not enough to create content with a single audience in mind. Failure to do so is likely to reduce your sales and risk losing credibility or facing potential damage to your brand’s reputation.

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