Over the past few decades, our world has become much smaller and more connected as a result of new technologies, such as the Internet, smartphones, and improved transportation. Nowadays, speaking to several people around the world at the same time is an every day occurrence. Companies with various offices around the globe are able to communicate with ease. With the help of the Internet, online business conferences have become a daily routine.
Most industries are adapting to this freedom of communication. With smartphones you have access to the Internet around the clock, and is available in nearly any location. With the right application you can communicate with other people for free, or almost no cost. Some cities are even starting to offer free Wi-Fi. Thirty years ago it was unimaginable that something like this could ever work, but new trends have opened up boundaries and making moving abroad much easier. The market has adapted to these trends as well: more and more immigration platforms are emerging, helping people find jobs, and start a life. According to The Guardian more than 10.000 Britons emigrated in 2012 to locations like New Zealand, Australia, Canada, Germany and Singapore, and the numbers are continuing to rise. Such waves of immigration lead to a mix of cultures everywhere, which demands for changes. This is why multicultural marketing is increasing in popularity.
How to find the right marketing strategy for a changing consumer landscape:
Having a target audience with lots of different cultural backgrounds, it is important to widen marketing strategies and tackle more than only local cultures. This is especially the case in Toronto, which, according the government’s website is amongst the most multicultural cities in the world. This is why successful Toronto based multicultural advertising agencies, such as “EthnoDialogue” do everything to adapt their clients’ marketing plans to minorities. EthnoDialogue’s multicultural strategies and insights help target the changing consumer landscape. They craft slogans in a way that is most appealing to specific cultures, and word their advertisements specifically in the language the target audience speaks. In addition to that, professionals at Ethno Dialogue use colors, designs and motives, which research has proven to be effective on people in certain cultural backgrounds.
Through the right research and analysis methods, Ethno Dialogue is able to understand the qualitative and quantitative differences between cultures. Thus they can adapt their multi-lingual and multicultural digital marketing strategies, depending on which culture they are targeting.
Social Media Marketing
Social media platforms are another important and growing market to advertise in. Advertising through social media is growing in popularity, however, for an advertising agency to target the right people, they have to know their market. Which social media platforms does your target audience use, and how do they use it? You will find that there are big differences in social media usage when you compare cultures. One example is Facebook, while Facebook is the perfect platform to target a North American audience, it is not as popular in Asia, South America, or India. The Brazilian version of Facebook, called Orkut, is owned by Google, while Japanese people use Mixi.jp as their primary social media network. Ethnic marketing agencies like Ethno Dialogue take all of this into consideration when designing the right, customized, strategic marketing plan for their clients.
It might sound like customizing advertisements to certain cultures is more work, and can be complicated, but once you see the increases in your revenue, you will know it was worth it.
To adapt your marketing strategy to our multicultural society, or for more information, please visit our website or call to make an appointment.