Today’s marketing executives face a distinctive set of challenges when developing a comprehensive digital marketing strategy for their business or their clients. For many years, companies could take something of a one-size-fits-all approach, creating a branding campaign with a single message, hoping to reach enough people to make it cost-effective. Previously, a wide net was cast, and whoever ended up in it was the result of a campaign.
Today, the one-size-fits-all approach is less effective and costly, and may now be misaligned with updated, more inclusive brand values. Instead, marketers are learning the advantages of segmented marketing—targeting smaller demographics within their target market with customized messaging. Let’s discuss some of the reasons general marketing doesn’t work anymore and why you need to look at segmented multicultural marketing as an opportunity to build an effective connection with consumers.
1. People Respond Better to Personalized Messages
Let’s be honest: The public is inundated with mass messaging today – on average, we see 10,000 ads each day. It’s to the point where people can be immune to advertising. They will tune out your Facebook ad or delete the email unless they hear or see something that speaks directly to them. Segmented marketing addresses this issue by learning the specific needs, desires, and pain points of different market segments, then tailoring your messaging to address those issues.
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2. Society Is Acknowledging Diversity
America has always been a melting pot of cultures, but today we are more aware, paying more attention to those that have been minimized, and (big breath) aiming for equality for all. Each culture and ethnicity brings a unique worldview and values, and each will respond to a brand’s message differently when you understand their needs and how they consume content.
94% of consumers disengage from companies that send mistargeted messages.
If a particular group you are targeting can’t relate, they won’t respond. You’ll see more success by defining the audience for your brand, then creating a separate ad campaign tailored to each audience. Say one for your Hispanic demographic, another tailored to African-Americans’ culture and behaviors, one to the Asian market, etc. Selecting the demographic that aligns with your brand lets you authentically connect with and attract potential customers with a single ad set.
3. Segmented Marketing is More Than Just Cultural
The differences among people aren’t just cultural or ethnic. People of different generations like millennials, Gen Z, and Gen Z respond differently from each other; so do people of different religions, backgrounds, genders, and even different neighborhoods. The more you can customize your message to identifiable segments within your target market, the more successful your branding strategy will be.
An effective multicultural strategy begins with research. Los Angeles full-service marketing agency Wicked Bionic has a treasure trove of data and experience and stays on top of the latest trends. They can craft a brand strategy that will save your business money by spending wisely with those consumers who are more likely to engage with your brand. Here you can see the services Wicked Bionic offers to reach diverse markets for any brand.
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About the Author
Dana C. Arnett, Founder and CEO of Wicked Bionic, spent 30 years in the entertainment business before starting the agency in 2015. The Los Angeles-based multicultural communications and advertising agency works with government and private-sector clients on strategic marketing and engaging media campaigns. Dana has always loved learning from other cultures, and that curiosity became the foundation for how Wicked Bionic approaches culturally responsive marketing – building authentic connections between organizations and the communities they serve.
