Recently IPG Mediabrands conducted a study on the relationship that South Asians and Chinese Canadians have towards a number of brands. The study was to take a look at how ethnic advertising has an effect on people within this demographic, with an aim to inform multicultural strategy and insight in Toronto as well as Canada as a whole.
To understand the significance of the potential audience we are looking at here, immigration for these groups are set to massively increase over the next 15 years. The numbers themselves tell a fascinating story of how important it is to reach out to through cultural marketing and advertising.
When looking at the average population of Canada, under half of people actually believe that advertising keeps them aware of upcoming releases of products and services. When we compare this number to the learnings of the ethnic consumer research on the effect of South Asian and Chinese advertising, over two thirds of South Asian and Chinese Canadians believe that this communication keeps them informed and up to date. This is a big learning in its own right, and is compounded when we examine those from within this demographic that consider themselves to be brand loyal. Chinese and South Asian consumers are significantly more likely to be brand loyal than the general population; 58% of South Asian and 52% of Chinese people.
Once this is understood, there can be no denying the importance of multicultural focused advertising and marketing communication. Especially due to the greater brand loyalty of this multicultural demographic group translating to a greater return on investment. This type of ethnic marketing communication is not without its challenges. Based on EthnoDialogue’s research around half the people have stated that brand loyalty will be present with brands they are familiar with from their home countries and that they place a lot more faith in culturally sensitive advertising in their own ethnic language. So the opportunity is there to seize this fast growing segment of the Canadian market for some time to come.
When it comes to media consumption, it is important to take a close look at the media habits of the demographic you are targeting, this goes double for when developing a multicultural marketing strategy. Not only does the platform you choose to advertise on matter, you also have to consider that brands that take the time to address their multicultural audience in the native ethnic language in advertisements will engender much greater brand loyalty.
When it comes to digital, the multicultural demographic of Chinese and South Asian were very connected. Spending around 20 hours a week online cannot be ignored as a platform to be present in. Once you factor in the previous leanings regarding the importance of ethnic language advertising alongside the targeting ability of many sites, digital is a very good way to communicate directly to the desired audience. This is especially true for the use of social media when employing the language targeting tool. Finally, and the most important facet of any multicultural advertising campaign is to ensure that the message is correctly adapted and contextualized appropriately for the target consumer market.