In 2022, the Cultural Insights Impact Measure (CIIM) found that culturally relevant ads increase ad effectiveness by 2.7 times. Culture not only defines groups but dictates values and beliefs, which in turn shape how consumers shop and respond to marketing strategies. So let’s talk Multicultural Marketing:
Understanding your target market’s culture is essential to serving them effectively and creating products and services that meet their needs. Consumers feeling connected with culture through various communication channels can drive sales, increase advertising effectiveness, and strengthen brand perception.
Here are 10 important cultural attributes to be mindful of when pursuing multicultural marketing:
Remaining Unbiased
Cultural bias occurs when as marketers, we assume or impose our own assumptions on a culture due to past experiences or exposure to that culture. This can lead to false interpretations of the culture and, even worse, inaccurate marketing. With multicultural marketing, it is crucial to leave cultural stereotypes behind and be aware of your prejudices so they do not reflect in marketing.
Cultural Representation
CIIM™ results revealed that consumers who perceive ads as culturally relevant, compared to those who do not, are 2.7x more likely to purchase a brand for the first time. Multicultural groups feel more connected to marketing when they can see themselves using the service or product being displayed. This is often done through representation. If your goal is to sell to a Haitian audience, you should have Haitian people in your advertisements so that your target market feels seen.
Authenticity
According to marketing experts, the average person sees between 4,000 and 10,000 ads in a single day in 2022. One way to make your ad stand out is by making it authentic. Authenticity is achieved when brands are doing more than just trying to sell. Focus on engaging with your audience, making your ads feel personal, and letting your audience know that you are there for them through your offer.
Cultural Celebrations
Every culture has its unique traditions and celebrations to look forward to annually. Study these celebrations, what makes them special to the members of the culture, and see how you can incorporate your marketing strategy in the time period of the celebration. People will be in festive spirits, so be strategic!
Cultural Identification
Cultural identities are how people feel connected to their own culture and recognize themselves as a particular culture. This can be through clothing, a subcultural category, race, etc. Being aware of the specific identity traits used in a culture can help you pinpoint what aspects to include in your marketing techniques.
Cultural Values
The beliefs and principles that guide culture are often linked to behavior. Each culture has its values that make it easy to identify what matters to people within their culture. What do they take seriously? What is considered right and wrong to them? Learning these things can give you ideas on how to convey your message(s).
Cultural Pride
You’ll notice that many individuals with multicultural backgrounds tend to have a lot of pride surrounding their culture. They are proud of their traditions, values and consider their culture to be a large part of who they are. Tap into the reasons why certain groups feel so pulled into their culture.
Cultural Respect
In multicultural marketing, it is important always to show respect to the members of a cultural community. For example, if you want to use culture-specific terminology, make sure the words and symbols you are using are appropriate and within context.
Role Models
60% of multicultural and inclusive segments feel invisible or underrepresented in marketing campaigns. As mentioned, members of multicultural groups feel more inclined to purchase a product or a service when they see people that look like them engaging in that offering. Utilizing positive role models who identify with a said culture can be an effective way of marketing.
Positive Reflections
Positive reflections on a product or service from someone in a particular culture are passive ways to engage consumers in marketing strategy. Taking the positive feedback from a reflection can be used to improve future marketing plans and continue moving in the right direction of cultural marketing.
Identifying multicultural influences on marketing strategies open up the possibility of targeting diverse audiences. Keeping culture at the core of marketing techniques is a proven way to drive business growth.