2. Oct 2019 Show
Multicultural marketing is aimed at different cultural audiences. It is typically built around a specific ethnic group’s cultural traits (e.g. their traditions, customs and celebrations). By doing so multicultural marketing acknowledges differences in perceptions and customs among consumers with different cultural backgrounds. Therefore, multicultural marketing strategies need to ensure that the marketing campaign resonates with customers across diverse cultural groups. If executed successfully, it shows that your brand caters for different cultures. Why Multicultural?When marketing campaigns are designed to only appeal to a specific majority cultural group it overlooks opportunities to engage other potential customers. Multicultural diversity opens up vast opportunities for expansion and can offer major returns if each diverse group is successfully engaged. Some minority groups may feel overlooked by some brands. If your marketing campaign can successfully engage such groups, your brand will earn their loyalty, stand out amongst competitive brands and bring handsome profits to your company. How to approach Multicultural MarketingDifferent cultures have different consumer behaviours and therefore need different advertising campaigns. The brand message needs to appeal to people of different cultures and ethnicity – the campaign needs to be relevant and attractive to consumers in unique cultures. That does not mean that existing content can simply be translated into a different language. To create a new marketing message that is based on stereotypes (or based on limited understanding of the diverse culture) will not work either. Nor can one simply include a token representative of the unique cultural group in the campaign. No, it is about customizing the message and the campaign to perfectly suit the target group. However, cultural topics have the potential to be misinterpreted and misunderstood. Multicultural marketing should definitely not offend – this will simply alienate the target group rather than engaging with it. Therefore, careful research is needed to avoid misunderstandings, to avoid stereotypes and to avoid causing offense.  Successful Multicultural Marketing:● shows that the marketing team carefully studied cultural differences and adapted their campaign to demonstrate that the brand understands multicultural consumers. ● is innovative, greatly creative and results in heartfelt campaigns that will touch those in a specific cultural group. ● demonstrates collaboration, as diverse groups are brought together to promote the brand. ● is inclusive and without any stereotypes that may be cause for offense. ● creates a sense of empowerment. (It does not only promote the brand, but to a certain extent “promotes the group”. By making a minority group feel empowered a positive relationship is fostered between the brand and the target group.● is characterised by growth, as the marketplace and sales increase with inclusion of diverse groups. Why do companies sometimes target opinion leaders for marketing attention?Because opinion leaders can validate a company's product or idea, marketers often seek out opinion leaders for collaborations, advertising campaigns, or product endorsements. This kind of partnership both increases a brand's visibility and builds trust between the business and the influencer's audience.
How do sources of influence differ in terms of marketer dominated and delivery?Non-marketer-dominated sources are regarded as more credible than marketer-dominated sources, and personally, delivered information generally involves less reach but more capacity for two-way communication than mass media sources. Opinion leaders and market mavens represent special sources of influence.
What are the three components of a consumer's lifestyle?activities, interests, and opinions (AIOs) The three components of lifestyles.
What is deviant consumer behavior and is it always unethical?Deviant consumer behavior includes both illegal and psychologically/physically abnormal behavior. Deviant acquisition behaviors include compulsive buying, consumer theft, and black markets, and deviant consumption behaviors include addictive and compulsive consumption and underage drinking and smoking.
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Why would a company adopt multicultural marketing rather than target a single subculture
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