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A Stepping Stone For MulticulturalsMay 25, 2010 – 12:39 pm |
 Abdul Fattah Ismail |
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The Interactive Advertising Bureau yesterday made a great step towards identifying an underserved but growing multicultural demographic by creating a new Multicultural Council. According to the release on Mediapost, the council will look at key issues that impact marketing and advertising within the multicultural marketplace.
They will be tested on segmenting the Hispanic population into several categories. Certain programming that is popular in Central America would not guarantee ratings in Mexico. In fact, Mexico is a nation that is divided by ancestry and class, so it becomes even more important to work in tandem with local advertising agencies, which I have discussed before with Traffiq. Once this is achieved, then they can tailor products for those who have moved across the border into the Southwest region or wherever else they settle. Univision, with the capital of NBC Universal, is a dominant force in the Latino market, and their diverse programming will only gain credibility from here on out.
The African-American community also needs to be segmented for proper advertising spots. Advertisers have historically viewed the demographic as a monolith that accepts a monotonous form of thoughtless promotion. Those days are changing as well, with many members gaining executive positions in key corporations and creating wealth for their individual homes. It will be interesting to see the adjustments from interactive marketers.
According to the Mediapost article, Facebook staff members have seen strong increases in the percentage of African American and Hispanic users proportional to the U.S. population. The census may increase those even more when data has been organized. Mobile marketing and applications have bridged the gap some for these demographics that do not have a computer in the household, enabling them to communicate with friends on various data service plans.
Nevertheless, more families need to be stabilized in these communities. Then more products can be purchased, especially computers and laptops, which are portals to receive endless content from all sources. Interactive shops with multicultural knowledge will benefit greatly with patience.
